UNIVERSITY OF SOUTH CAROLINA

EARTH AND ENVIRONMENTAL RESOURCE MANAGEMENT PROGRAM

South Carolina Midlands

Agritourism Community
Outreach Marketing
Handbook
Agritourism Marketing Strategies Focused
Around Richland and Lexington Counties
Amanda Bollinger
5/2/2012

TABLE OF CONTENTS
Why Agritourism? .........................................................................................................................................................3
Expected Outcomes and Goals..................................................................................................................................4
The Basics of Agritourism (Wolfe and Bullen n.d.) .......................................................................................................4
What Does Agritourism Offer Farmers? (Wolfe and Bullen n.d.)..............................................................................4
The Three Basics to Agritourism ...............................................................................................................................5
What Do Potential Customers Want Out of an Agritourism Experience?.................................................................5
Possible Advantages of Agritourism to Farmers .......................................................................................................5
Possible Disadvantages of Agritourism to Farmers ...................................................................................................5
Agritourism Marketing (Wolfe and Bullen n.d.) ...........................................................................................................5
Create a Marketing Plan ...............................................................................................................................................6
The Four Ps (Iowa State University 2007) ....................................................................................................................7
Promotion and Advertising (Iowa State University 2007) ............................................................................................7
Mailing List ................................................................................................................................................................8
Image and Partnerships in your Community .............................................................................................................8
Public Relations .........................................................................................................................................................8
Local Marketing Resources ...........................................................................................................................................8
All-Local Farmers Market (LocalHarvest 2012) ........................................................................................................8
South Carolina State Farmers Market (South Carolina Department of Agriculture 2012) .......................................9
Online Marketing Resources for Farmers ....................................................................................................................9
Market Maker (South Carolina Market Maker 2012)................................................................................................9
LocalHarvest.Org (Local Harvest, Inc. 2012)............................................................................................................10
Agritourism, Your Way: A How-To Guide for Successful Agritourism Enterprises Document (Wolfe and Bullen
n.d.) .........................................................................................................................................................................10
Local Case Studies .......................................................................................................................................................10
City Roots: An Urban Agritourism Farm (Columbia, SC) ..........................................................................................10
Koon Farm and Lumber: A Suburban Non-Agritourism Farm (Irmo, SC) ................................................................12
Lever Farms: A Rural Agritourism Farm (Pomaria, SC) ............................................................................................13
Big Moon Farm: A Rural Agritourism Farm (Leesville, SC) ......................................................................................14
Heritage Fields Farm: A Suburban Non-Agritourism Farm (Irmo, SC) .....................................................................16
Making Products More Marketable in South Carolina ..............................................................................................17
Certified South Carolina Grown ..............................................................................................................................17
Certified Organic .....................................................................................................................................................17
Green and Sustainable Marketing ...........................................................................................................................18

Urban Agritourism Vs. Rural Agritourism ................................................................................................................18

Common Agritourism Marketing Problems in the Richland/Lexington Counties area ............................................19
Works Cited .................................................................................................................................................................19
Appendix A: City Roots Documents............................................................................................................................21
City Roots Info-Promo .............................................................................................................................................21
City Roots Rental Contract Agreement ...................................................................................................................22
City Roots Internship Application ............................................................................................................................24
City Roots Urban Sustainable Farm and Event Venue.............................................................................................28
City Roots Training Manual (Work In Progress as of 4/15/12) ................................................................................34
City Roots School Tour Application .........................................................................................................................37
City Roots Pamphlet ................................................................................................................................................38
City Roots CSA 2011-2012 .......................................................................................................................................39
Appendix B: South Carolina State Science Standards (South Carolina Department of Education 2005) ..................40
KINDERGARTEN: Characteristics of Organisms ...................................................................................................40
GRADE 1 : Plants .................................................................................................................................................40
GRADE 2: Animals ...............................................................................................................................................40
GRADE 3: Habitats and Adaptations ...................................................................................................................41
GRADE 4: Organisms and Their Environments....................................................................................................41
GRADE 5: Ecosystems (Terrestrial and Aquatic) .................................................................................................42
GRADE 6: Structures, Processes, and Responses of Plants .................................................................................42
GRADE 7: Ecology: The Biotic and Abiotic Environment .....................................................................................43
Appendix C: Resources for Farm Lesson Plans ...........................................................................................................44

WHY AGRITOURISM?
Agricultural tourism (often shortened to agritourism) refers to an enterprise at a working farm,
ranch or agricultural plant conducted for the enjoyment of visitors that generates income for the owner.
Agricultural tourism refers to the act of visiting a working farm or any horticultural or agricultural
operation for the purpose of enjoyment, education or active involvement in the activities of the farm or
operation that also adds to the economic viability of the site (Wolfe and Bullen n.d.). Agritourism can
include farm stands or shops, farm tours, festivals, on-farm classes, etc. Agricultural tours are already
being used successfully in Europe and in states like California here in the United States. Agritourism is a
way to develop the local economy, craft trades, and educate visitors to current agriculture practices.
Agritourism also allows small farmers to share their environmental knowledge with their local
community. This knowledge-sharing could be great community outreach between rural and urban
areas.
People are now more interested in how their food is produced than in the past; this interest
leads to a want to meet the producers and talk with them about what goes into food production.
According to the 2007 Census of Agriculture, agritourism increased in value from $2.7 million in 2002 to
$8.2 million in 2007. The value per farm increased from $5,000 to $22,000 during that same time (Clark
2009). Agritourism plays an important role in this South Carolinas agribusiness economy. Farms
engaged in agritourism and other recreational services generated an average income of $24,276 in 2007
on top of their traditional farm income, up more than 230 percent from 2002, according to the USDA
(Clark 2009).
The pressures driving farmers to consider alternative sources of income such as agritourism are
many, including competition from larger farms and overseas products, variable commodity prices, rising
production costs, and harsh weather conditions, such as the droughts that have plagued parts of the
southeastern United States in recent years. In addition to supplementing farm income, agritourism also
benefits the surrounding community, perhaps most importantly by bringing more tourists to rural areas.
The influx of tourists generates additional revenues for local restaurants, shops, and other businesses,
bringing a welcome infusion of outside dollars. These imported dollars often stay within the local
economy and are recirculated through additional purchases of goods and services or wages paid
(Somoza 2011).
A large problem with extending agritourism to the general public of South Carolina is the lack of
a centralized data about small farms, those that are offering agritourism opportunities and their product
offerings. Many farmers do not have websites or only maintain a social networking page such as a
Facebook page. If a South Carolinian is looking for an alternative food source, the current best way to
find one is word-of-mouth. Most South Carolinians are unaware of their options. There are currently
many farms in South Carolina that already participate in agritourism that merely need word spread
about their products.
Developing agritourism for small farms within the state of South Carolina would be beneficial to
both the small farmers and the surrounding community. Small farmers can offer their communities

environmental knowledge and greater understanding of agricultural processes. Tours will allow local
small farms to potentially gain new customers, a chance to sell their wares, increase potential future
income and present the public with healthy organic food options. Outcomes for this project include
greater knowledge about the state of agritourism in South Carolina, the creation of greater outreach
between small farms and the public, and a greater ability of local small farmers to use agritourism to
generate extra income. Agritourism will allow the small farms in our state to continue to compete
against larger farm chains through further specialization of their products and public offerings. An
environmental sustainability impact for the state of South Carolina would come from encouraging those
small farmers who already use sustainable practices to continue and cause increased knowledge of
sustainability for the public who interact with these farmers.

EXPECTED OUTCOMES AND GOALS

Expected outcomes for this handbook include greater knowledge about the state of agritourism
in South Carolina, a useful agritourism handbook for small South Carolina farmers, the greater ability of
local small farmers to use agritourism to generate extra income, and the establishment of a larger
agritourism presence in the Richland and Lexington counties of South Carolina. The purpose of this
handbooks creation is to give small farmers the ability to replicate successful agritourism strategies on
their own farms elsewhere in the state. This South Carolina Midlands Agritourism marketing guide will
show farmers how to maximize their agritourism potential using resources that they already have.
Together, these measures will allow small South Carolina farmers to use agritourism as a means to
educate the general public about the environment and the importance of sustainability.

THE BASICS OF AGRITOURISM (WOLFE AND BULLEN N.D.)

WHAT DOES AGRITOURISM OFFER FARMERS? (WOLFE AND BULLEN N.D.)
1. An opportunity to diversify income.
2. Increase revenue without increasing acreage.
3. Compared to traditional commodity markets, agritourism offers a new way of marketing
products and services, allowing farmers to put a price on time and value.
4. An opportunity to build new business with resources that already exist.
5. Provides a way to include future generations on the farm or ranch and keep the land in the
family.
6. A way to supplement retirement.
7. Offer a way to educate the public on how their food is grown.
8. Demonstrate and showcase how producers protect and care for the land and natural resources.
9. An opportunity to educate people about both historic and modern methods of farming and the
risks involved in everyday agriculture.

THE THREE BASICS TO AGRITOURISM:

1. Have something for visitors to see.
2. Have something for visitors to do.
3. Have something for visitors to buy.

WHAT DO POTENTIAL CUSTOMERS WANT OUT OF AN AGRITOURISM EXPERIENCE?

1. Agritourism customers are looking for an overall farm experience which has a friendly, local
atmosphere.
2. Unique and authentic experiences.
3. To get away from everyday stress.
4. Most individuals are three to five generations removed from the family farm. They no longer
have a parent, grandparent or relative to visit on the farm anymore.
5. To participate and see how their food is grown.
6. To experience the culture and heritage.

POSSIBLE ADVANTAGES OF AGRITOURISM TO FARMERS

1.
2.
3.
4.
5.
6.

Diversify and bolster income sources.

Share challenges and satisfactions of your lifestyle with others.
Develop interpersonal and communication skills.
Agritourism activities may take place on a small scale.
Visitors represent a high-value, low-volume market.
Relatively inexpensive.

POSSIBLE DISADVANTAGES OF AGRITOURISM TO FARMERS

1.
2.
3.
4.
5.
6.

May require additional money and time.

Planning can be tedious and frustrating.
May impact some family members negatively.
Additional risks involved in allowing visitors on property.
Additional facilities may require additional time and money.
Adding products and services is a long-term process.

AGRITOURISM MARKETING (WOLFE AND BULLEN N.D.)

The primary focus of all marketing and promotion activities is straightforward...to inform potential
visitors about the operation and its activities and to attract visitors to the farm (Wolfe and Bullen n.d.).
1. Identify a target audience and then identify their needs.
2. Attract the targeted audience to the farm.

3. Get the targeted audience to spend their money by selling to their needs and wants.
4. Create an inviting environment that will cause the targeted audience to come back again.
Excellence in customer service allows a farm to identify, attract and retain customers.
1.
2.
3.
4.
5.

Research your customers needs, wants and expectations.

Establish customer service goals and expectations.
Develop customer service policies.
Train employees to implement policies (and make sure they do).
Develop an effective set of metrics for your market plan and customer service policies.

Who is your target audience?

1.
2.
3.
4.
5.
6.

Where do the target customers live?

What age or in which age range are your target customers?
Are your target customers families, individuals or groups?
What is the income range of your target customers?
When are your target customers available for the services your Agritourism venue will offer?
What are your target customers looking for (entertainment, action, education, genuine farm
experience, other)?
7. How far are your target customers willing to travel?
8. Is there another Agritourism venue in your area that already fulfills the needs and wants of your
target customers?
9. How will customers benefit from your operation?

CREATE A MARKETING PLAN (Iowa State University 2007)

One of the most important aspects of marketing your business venture is the formulation of a marketing
plan. This should include:
Who are your customers?
Identify customers coming to your area for similar attractions. Such information may be
found through agritourism associations, regional tourism councils, or local chamber of
commerce and other outlets. Be specific in identifying the group of consumers you wish to
target.
Become familiar with your market.
What types of agritourism activities are popular or increasing in popularity? Notice where
growth is taking place in the industry and the types of activities and goods consumers are
seeking. What changes and developments in the agritourism market might be expected in the
foreseeable future?
Your niche.
What makes your agritourism business unique? What would set you apart from competitors?
Some examples: a farm/ranch operated by your family for generations with unique heritage
components; a unique location with attractive amenities; specialized attributes of your

products or services, such as organic produce or meat, raising exotic animals, or unique
activities available.

Budget.
A rule of thumb for a beginning agritourism operation is that 10 to 30 percent of gross
revenues should be invested in marketing.

THE FOUR PS (IOWA STATE UNIVERSITY 2007)

Throughout the planning, building, and expanding of your agritourism business, it is important to keep
these fundamental aspects of marketing in mind.
Product.
Is there a market for what you are selling? Is there some way to change your goods or
services to more adequately address a consumer demand? The quality of your staff and their
training is also an important consideration in agritourism.
Place.
Is your location one that is easily found by consumers? Will potential customers notice your
agritourism business in passing? Are there other beneficial aspects to your location such as
impressive natural scenery?
Price.
Balance the price charged for your goods and services between the need to attract customers
and maximize sales, and the need for those sales to yield a profit.
Promotion.
Where and how to promote and advertise your business are important considerations.
Advertising in agritourism and similar businesses has traditionally come mostly from
customer to customer word-of-mouth communications. Advertising through various forms of
media (websites, brochures, etc.) can also be effective in getting the word out about your
agritourism operation. Membership in agritourism organizations and business associations,
such as your local chamber of commerce, can help publicize your business and inform
consumers specifically seeking the goods and services you offer. The popularity and
usefulness of the internet can make it an effective place to market your business if used
properly.
In your plan, clearly state marketing goals with regard to the number of visitors, revenue and
expenses, etc. Assess your success in meeting these goals over time. Make sure your plan is flexible, so
you can adapt to changes in the marketplace or results that do not match expectations as you monitor
your businesss progress.

PROMOTION AND ADVERTISING (IOWA STATE UNIVERSITY 2007)

All of the following may be appropriate forums for promoting and advertising your agritourism business:
Newspaper

Radio
Brochures
Internet
Business Cards
Direct Mailings
Signs

MAILING LIST
As agritourism businesses generally depend on repeat customers, building and maintaining a good
mailing list and email list of your customers is important.

IMAGE AND PARTNERSHIPS IN YOUR COMMUNITY

Creating a favorable public image is important both in attracting customers and in maintaining the
ability to draw support from your community. In addition to providing customers, your community can
provide you with potential business partnerships, promotion, and publicity. Others in your community
can provide goods and services needed for your operation.

PUBLIC RELATIONS
Recognizing the strength of your own stories and communicating them to the media, community
members, visitors, and others to efficiently and effectively market your business.

LOCAL MARKETING RESOURCES

ALL-LOCAL FARMERS MARKET (LOCALHARVEST 2012)

FIGURE 1 (LOCALHARVEST 2012)

Address:
711 Whaley Street

Columbia, SC 29201
Time: Every Saturday year-round from 8:00 AM - 12:00 noon
Some vendors include: Caw Caw Creek Pastured Pork, City Roots, Wil-Moore Farms, Asya's Organic
Farm, Floral & Hardy Farm, Eleazer Farm, etc.

SOUTH CAROLINA STATE FARMERS MARKET (SOUTH CAROLINA DEPARTMENT OF AGRICULTURE

2012)
Address:
3843 Charleston Hwy.
West Columbia, SC
Hours:
Monday Saturday 6:00 AM 9:00 PM
Sunday 12:00 PM 6:00 PM
Each section of the new market is designed to serve a particular purpose. The
Retail/Agribusiness section is user-friendly with 10-foot sidewalks, convenient onsite parking adjacent to
each building, and a heavily-landscaped, Low country design. This entire section is designed to be
pedestrian- friendly so that the entire family will be comfortable visiting the market. Wholesale vendors
occupy their own section of the market, keeping truck traffic separate from pedestrian areas. The major
wholesale vendors present at the market include Senn Brothers, Severt & Sons Produce Co., V.B. Hook &
Co., L&N Produce, Ayer & Price Fruit Co. and Raybon Tomato (South Carolina Department of Agriculture
2012).

ONLINE MARKETING RESOURCES FOR FARMERS

MARKET MAKER (SOUTH CAROLINA MARKET MAKER 2012)
The Market Maker program was put together by the University of Illinois and has since
expanded to 20 states within the United States. The program is, an interactive mapping system that
locates businesses and markets of agricultural products in South Carolina, providing an important link
between producers and consumers (South Carolina Market Maker 2012). It claims to be Connecting
willing markets and quality sources of food from farm and fisheries to fork (South Carolina Market
Maker 2012). It provides lists of participating farms as well as demographic data about Richland and

Lexington counties that could be useful to farmers looking to target their marketing to the
demographics in their area.

LOCALHARVEST.ORG (LOCAL HARVEST, INC. 2012)

Local Harvest is a very popular direct selling website between small farmers and consumers.
The best organic food is what's grown closest to you. Use this website to find farmers' markets, family
farms, and other sources of sustainably grown food in your area, where you can buy produce, grass-fed
meats, and many other goodies. About 80% of the farms in the United States are small farms, and a
large percentage is family owned. More and more of these farmers are now selling their products
directly to the public. They do this via CSA programs, Farmers' Markets, Food Coops, u-picks, farm
stands, and other direct marketing channels (Local Harvest, Inc. 2012).

AGRITOURISM, YOUR WAY: A HOW-TO GUIDE FOR SUCCESSFUL AGRITOURISM ENTERPRISES

DOCUMENT (WOLFE AND BULLEN N.D.)
This agritourism guide was compiled by The University of Georgias Center for Agribusiness and
Economic Development and North Carolina State Cooperative Extension Services Business Side of
Agritourism Program Series. It is a general guide to financial, legal and business planning aspects of
agritourism.

LOCAL CASE STUDIES

CITY ROOTS: AN URBAN AGRITOURISM FARM (COLUMBIA, SC)
City Roots is an urban, sustainable farm that can be found directly in the middle of the
Rosewood neighborhood in downtown Columbia. The farm consists of 2.75 acres which houses
vegetable fields, two greenhouses and a small flock of chickens. This small farm helps prove that size
and location do not matter when it comes to farming. Robbie McClam began City Roots in 2009 when
he convinced the city of Columbia to change zoning for the farm site. The farm currently grows over
forty types of vegetables including micro-greens, sells eggs from its chickens, and has a 3,000 gallon tank
in which 1,500 tilapia are being raised for commercial production. Being an organic sustainable farm,
City Roots is cautious about putting environmentally sound practices into place. No chemicals are
sprayed on the farm as a result of its organic standing. Crop rotation and cover cropping are practiced.
The farm chickens are free range. All soil used within the greenhouses are composted through 6
separate bins on-site. Vermicomposting, the use of worms in compost, is used to create worm castings

and worm tea for use in potted plants and greenhouse plants. A working aquaponic system, filtering
water through plants in order to clean it, is used to filter the water from the tilapia tank (City Roots
2012).
City Roots participates in heavy agritourism through events, workshops and farm tours. The
farm frequently hosts Harvest Dinners which are done in conjunction with 116 Espresso and Wine Bar.
The dinner menu is compiled from local organic produce into a wonderful dinner experience. Tables are
set up in either the field or greenhouses depending on weather. This foray into culinary agritourism is
very popular within the metropolitan downtown Columbia community. The farm is also frequently
rented out for events such as meetings and parties. Farm tours for large groups can be scheduled. The
public is also welcome to tour the farm during all business hours. Due to being busy, however, these
unscheduled tours cannot always be guided. In order to facilitate these unscheduled tours better,
laminated guides to the grounds with explanation about many of the farms features can be picked up
from the office (City Roots 2012).

FIGURE 2 (CITY ROOTS 2012)

Costs are kept low by the primary source of labor, volunteers and interns, for the farms day to
day operations. City Roots takes on interns and volunteers in order to keep up with the demands of day
to day harvesting, planting and packaging of its products. These interns and volunteers are often from
the University of South Carolina nearby and often have majors or interests that have nothing to do with
agriculture. However, these people are all brought together by their love of good food and the
outdoors. Volunteers come in shifts. Farm employees are currently in the process of putting together
an introductory workshop for interns and volunteers in order to teach skills before they actually begin
any farm work. This will allow helpers to maximize their time while allow farm managers extra time
since they will not have to explain procedures multiple times. City Roots also has a CSA (Community
Supported Agriculture) program. Participants pay a fee up front at the beginning of a growing season.
They then receive a large bag or box of vegetables each week for an eight week period. An example of
what a participant might receive during a spring growing season might include lettuce, strawberries,
carrots, beets, arugula, radishes, kale, micro-greens (sunflower, snow pea, radish, arugula, mustard,
nasturtium and watercress) (City Roots 2012).

KOON FARM AND LUMBER: A SUBURBAN NON-AGRITOURISM FARM (IRMO, SC)

Koon Farm and Lumber is a Century Farm located in Irmo, South Carolina. Operating hours are
Monday through Friday from 8:00-12:00 and 1:00-4:30. The farm specializes in wood products and beef
cattle. The farm has a lumber mill and two planers which can do custom planning and sawing. There
are a mixed breed of Angus and Charolais beef cattle on the farm as well as mixed breed meat goats, 4
llamas and one donkey. The owner, C. David Koon is the only full-time paid employee. There are two
part-time employees that are both unpaid labor. The area is suburban with many surrounding
neighborhoods and schools.
Lumber products are sold to on-site customers. Cattle and goats are sold to small animal
auctions. This farm attends no markets. There is currently no agritourism practiced on this farm.
However, the owners are very interested in potentially beginning to do educational tours for school
groups and open houses on some weekends. In terms of online marketing, Koon Farm and Lumber
currently does not have a website. The farm does have a Facebook site; however, this site is rarely
updated. All new customers are brought in word-of-mouth.

LEVER FARMS: A RURAL AGRITOURISM FARM (POMARIA, SC)

Products: strawberries, blackberries, blueberries, vegetables

Hours of Operation
o Monday through Saturday from 8:00 AM to 6:00 PM
Lever Farms is a 49 acre rural U-pick farm owned by Todd Lever. This farm has been in operation for
ten years; however, this is the first year that Mr. Lever has done this full time. This farm uses on-site
sales and market sales to move its product. Lever Farms participates in Newberry and Chapin markets.
This farm has a website and Facebook site which are updated regularly. The farm currently practices
agritourism and is Certified SC Grown. Field trips to Lever Farms each year generally consist of 200-300
children. Mr. Lever believes that his best advertising is through word-of-mouth from field trips and that
community support is key to his operation. This farm is limited by its workforce. The family also makes
strawberry jam, strawberry salsa, and strawberry cider.

Agritourism Profile
o Special Event Space: parking
o Completely handicapped accessible
o Cash and checks accepted
o Visitor Types: families, senior citizens, school groups, church groups
o Months Open: April, May, June, July, August
o Participant Experience: curriculum based school activities, educational seminars
o Direct Sales: farm stand

BIG MOON FARM: A RURAL AGRITOURISM FARM (LEESVILLE, SC)

Products
o Vegetables (CSA and Stand) and Herbs
o Meat (Beef, Pork, Turkeys, Chickens, Lamb)
o Eggs
Hours of Operation (Old Cherokee Rd. Location Only)
o Tuesday (1:00 PM 6:30 PM)
o Thursday (1:00 PM 6:30 PM)
o Friday (1:00 PM 6:30 PM)
o Saturday (9:00 AM 1:00 PM)
o Meat By Appointment Only
John Oxner is the owner of Big Moon Farm; he is a former Clemson Extension agent. This 50
acre farm has been in operation for three years on family property. The farms location is in a rural area
while their CSA program operates in a suburban area. The farm has approximately 500 visitors yearly.
The farm sells its goods through on-site sales and market sales. They have a CSA program which they
run by delivering to multiple locations for pick-up. Mr. Oxner attempts to make his farm sustainable and
organic; however, he uses crop protection and fertilizer as needed. The family currently practices
agritourism.

Current Marketing Strategies

o Facebook
o Word-of-mouth
o LocalHarvest.org
o Certified SC Grown
Agritourism Profile
o Amenities ( Level ground/clear pathways, bathrooms)
o Special Event Space (outdoor space, indoor space, parking)
o Limited handicapped accessibility
o Checks, cash, credit and debit cards accepted; military discounts
o Visitor Types: families, corporate groups, school groups, church groups, tour groups,
wedding parties, youth groups
o Attractions: demonstrations, farm animals, hayrides, school tours, greenhouse, live
entertainment
o Participant Experience: cooking/food experiences, educational seminars, gardening
experiences, guided tours, seasonal farm activities, traditional farm operations
Current Agritourism
o Farm to Fork dinners
o Classes
o Day Camp

HERITAGE FIELDS FARM: A SUBURBAN NON-AGRITOURISM FARM (IRMO, SC)

Size: 10.5 acres

Area: Suburban
Products: vegetables and flowers
Hours of Operation: from sun up to sun down

David Derrick is the owner of Heritage Fields Farm. This suburban farm does on-site sales
through a farm stand on the honor system. Heritage Fields boasts a greenhouse with a
hydroponic system. Most of the farms irrigation is done through drip irrigation which conserves
water by delivering only the needed amount of water directly to the plant. This farm enjoys
approximately 900-1000 visitors during the summer. However, these visitors are only there to buy
produce and flowers; they are not touring the farm. Mr. Derrick has no current interests in
agritourism on his farm. There is only one other paid employee besides himself. He is able to sell
over ninety percent of what he produces at his farm stand.

MAKING PRODUCTS MORE MARKETABLE IN SOUTH CAROLINA

Implementing agritourism on a small farm should not cost large amounts of money. Agritourism
should help a farmer diversify the offerings of their farm through creating a new product. This new
product is agritourism. Using old products, farm facilities that already exist and a small amount of
planning can produce income from things that a farm already produces or does. In tougher economic
times, keeping costs low is essential. Proper marketing is essential to keeping agritourism costs down.
Creativity is key.

CERTIFIED SOUTH CAROLINA GROWN

FIGURE 3 (SOUTH CAROLINA DEPARTMENT OF AGRICULTURE 2012)

The Certified South Carolina program is, a new, exciting cooperative effort among producers,
processors, wholesalers, retailers and the South Carolina Department of Agriculture (SCDA) to brand and
promote South Carolina products. Our goal is for consumers to be able to easily identify, find and buy
South Carolina products. Public interest and perceptions, image and awareness, distribution, legislation,
regulations all have an impact on the sustainability and growth of agribusiness. In order to tackle these
issues, overcome obstacles and keep agriculture profitable, the South Carolina Department of
Agriculture in cooperation with public and private partners has implemented the Certified South
Carolina program (South Carolina Department of Agriculture 2012). This program gives farmers and
farm product sellers signs and placards to label their products as grown solely in South Carolina. Many
farms in South Carolina proudly display this signage.

CERTIFIED ORGANIC
Organic is defined by the United States Department of Agriculture as, a labeling term that
indicates that the food or other agricultural product has been produced through approved methods that
integrate cultural, biological, and mechanical practices that foster cycling of resources, promote

ecological balance, and conserve biodiversity. Synthetic fertilizers, sewage sludge, irradiation, and
genetic engineering may not be used (United States Department of Agriculture 2012). According to the
United States Department of Agriculture, Organic foods now occupy prominent shelf space in the
produce and dairy aisles of most mainstream U.S. food retailers. The marketing boom has pushed retail
sales of organic foods up to $21.1 billion in 2008 from $3.6 billion in 1997. U.S. organic-industry growth
is evident in an expanding number of retailers selling a wider variety of foods, the development of
private-label product lines by many supermarkets, and the widespread introduction of new products. A
broader range of consumers has been buying more varieties of organic food. Organic handlers, who
purchase products from farmers and often supply them to retailers, sell more organic products to
conventional retailers and club stores than ever before. Only one segment has not kept paceorganic
farms have struggled at times to produce sufficient supply to keep up with the rapid growth in demand,
leading to periodic shortages of organic products (Dimitri and Oberholtzer 2009).
While the term organic can be a bit loosely defined in the minds of the public, there is a certain
current appeal to the term. Many food providers and producers now employ this term as means of
suggesting to the public that their food offering is of higher quality and therefore should command a
higher price. If a farm can claim this or other similar labels, this should be used to help market the
farms agritourism program.

GREEN AND SUSTAINABLE MARKETING

Using the terms green and sustainable to help market agritourism can be difficult. The exact
definition of these terms is very loose and nebulous; therefore, farmers should be careful when claiming
that its practices or products are green or sustainable. However, these terms can be used to
effectively market agritourism.

URBAN AGRITOURISM VS. RURAL AGRITOURISM

The Richland and Lexington county areas are an interesting mix of urban, suburban and rural
regions. Urban agritourism has the benefit of being centrally located within places where there are
large densities of people; however, urban farms tend to be smaller due to space constraints. Suburban
farms also deal with some space constraints; however, these farms are ideally set up to market families
and schools. Rural farms lack dense surrounding population to attract; however, larger farm space
allows for more activities which in turn allow these farms to draw customers across distances. There are
benefits and drawbacks to each type of area; however, what really matters is how a farmer uses what
the area has to offer.

COMMON AGRITOURISM MARKETING PROBLEMS IN THE RICHLAND/LEXINGTON

COUNTIES AREA
1. No visible road signs.
2. No website, Facebook or web presence.
3. Limited staff.
A lack of visible road signs keeps the public from knowing about the presence of a farm in their
community. Often farms can be off the main road with no visible sign such as a cattle pasture or barns
to indicate a farms presence. Lack of a sign hurts public awareness as well as hindering visitors from
being able to find the farm easily.
No website, Facebook or web presence can hurt a farm when the public is searching for farms in
their area online. Often, if a farm has no web presence, most members of the public will never know
that they exist. Keeping up a web presence can be crucial to bringing in new customers and promoting
agritourism on a farm in this technology driven world.
Limited staff can keep farmers from thinking that they can have agritourism on their farm. Often
farmers feel overwhelmed by the producing and harvesting that they are already doing on their farm.
Agritourism may feel like simply another burden. However, with careful planning and thought, farmers
can handle agritourism even they are only a single person.

WORKS CITED
City Roots. City Roots: Your In-Town Sustainable Farm. 2012. http://cityroots.org/ (accessed February 6, 2012).
Clark,

C.Z. "2007 Census of Agriculture." United States Deparment of Agriculture.

http://www.agcensus.usda.gov/Publications/2007/Full_Report/usv1.pdf (accessed April 3, 2012).

2009.

Dimitri, Carolyn, and Lydia Oberholtzer. "Marketing U.S. Organic Foods: Recent Trends From Farms to Consumers."
Economic Information Bulletin No. (EIB-58) (United States Department of Agriculture), 2009.
Iannone, Donald T. "Economic Development." In Managing local government services: a practical guide, by Carl W.
Stenberg and Susan Lipman Austin, 157-179. Washington, D.C.: International City/County Management
Association, 2007.
Iowa State University. "Agritourism Marketing." Agricultural Marketing Resource Center. October 2007.
http://www.agmrc.org/media/cms/AgritourismMarketing_1A2F86FF3811E.pdf (accessed March 22,
2012).
Local Harvest, Inc. Local Harvest. 2012. http://www.localharvest.org/ (accessed March 16, 2012).
LocalHarvest. All-Local Farmers' Market. 2012. http://www.localharvest.org/all-local-farmers-market-M18104
(accessed March 14, 2012).

Somoza,

L.
Agritourism
Takes
Root
in
Southeast.
http://www.frbatlanta.org/documents/pubs/econsouth/11q1_agritourism.pdf (accessed 2012).

2011.

South Carolina Department of Agriculture. Certified South Carolina. 2012. https://www.certifiedscgrown.com/

(accessed April 15, 2012).
. South Carolina State Farmers Market. 2012. http://scstatefarmersmarket.com/ (accessed March 30, 2012).
South Carolina Department of Education. "South Carolina Science Academic Standards." November 2005.
http://ed.sc.gov/agency/pr/standards-and-curriculum/documents/sciencestandardsnov182005_001.pdf
(accessed March 3, 2012).
South

Carolina Market Maker. The Board of Trustees of

http://sc.marketmaker.uiuc.edu/ (accessed January 31, 2012).

the

University

of

Illinois.

2012.

United States Department of Agriculture. Agricultural Marketing Service: National Organic Program. 2012.
http://www.ams.usda.gov/AMSv1.0/nop (accessed April 4, 2012).
Wolfe, K., and G. Bullen. "Agritourism, your way: A how-to guide for successful agritourism enterprises." University
of Georgia's Center for Agribusiness and Economic Development and North Carolina State Cooperative
Extension
Service's
Business
Side
of
Agritourism
Program
Series.
n.d.
http://www.clemson.edu/public/ciecd/focus_areas/agribusiness/programs/agritourism/agritourismresou
rces/agritourismyourway.pdf (accessed 2012).

APPENDIX A: CITY ROOTS DOCUMENTS

CITY ROOTS INFO-PROMO

City Roots, Columbias and in fact South Carolina's first and only urban sustainable farm, is located on a
three acre urban site in the Rosewood Neighborhood. We grow approximately 75 varieties of fruits and
vegetables, keep bees not only for honey but for pollination, raise chickens not only for eggs but for the
fertility they add to our soil. We do extensive crop rotations and cover cropping for soil fertility and pest
management. We have a large scale composting operation which we use to amend our soil and by
doing so have diverted dozens of tons of material destined for the land fill into rich, fertile soil. We
create worm casting and worm tea via vermicomposting to use as a fertilizer. We produce microgreens
year round, grow culinary mushrooms, and operate an aquaponic system which is the combination of
aquaculture, the production of commercial fish (tilapia), and hydroponics, the growing of plants in a
water medium, that mimics a stream and pond ecosystem. We operate our farm in a holistic fashion
with each part playing an integral role in the overall system. Although we have not taken the time and
expense to be certified as Organic we follow the organic guidelines throughout our operation.
In our brief 2.5 years in existence and on only 3 acres, we have had over 10,000 volunteer hours, 2,500
students on tours, 3,000 self guided tours, 4,000 event attendees, 100 CSA members, 400 volunteers, 12
interns, and employ five people, all on 3 acres. We have been in numerous TV spots, radio, print
publications and periodicals and have won the following awards: the 2010 International Downtown
Association Pinnacle Award, the 2010 Columbia Choice Award, the 2010 / 2011 Free Times Best of
Columbia Best New Green Business and the 2010 Farm City Award Richland County.
We sell our products on site, at the All Local Market, at several health food retail grocery stores,
numerous restaurants here in Columbia, as well as Charleston, and our year round CSA. Please visit our
web site at Cityroots.org for more information and visuals and/or friend us on facebook for regular
updates.

CITY ROOTS RENTAL CONTRACT AGREEMENT

For Office Use Only
Contact Ref:
______________________________________
Date of Event:
______________________________________

City Roots Rental Contract Agreement

Todays Date: ________________________________
Renters Name(s): _____________________________________________________________________
Address: _____________________________________________________________________________
City/State/Zip:_________________________________________________________________________
Telephone: (preferred)_______________________ (other)_____________________________________
Email: ______________________________________ (Alt contacts)_____________________________
Number of expected Guests______________________

Additional Contacts for Event:

Coordinator: (name) ____________________________ contact: ___________________ phone: _______________
Caterer: (name) _______________________________ contact: ____________________ phone: _______________
Dj or Band: (name) ____________________________ contact: ____________________ phone: _______________
Bartender/ Bar Service: _________________________ contact: ____________________ phone: _______________
Other Contacts: (name) _________________________ contact: ____________________ phone: _______________
(could include Florist, Cake, Photographer, etc)

By this agreement, __________________________ (name), hereafter referred to as the Renter, does

contract with City Roots, hereafter may be referred to as the Owner, for the use of City Roots Venue on
_____________________(date of event) for the purpose of
______________________________________ (type of event).
All Reservations are on a First- Come, First- Served Basis.
Confirmation will be complete when the signed contract has been returned along with the disclosed
deposit amount.

The rental fee is due 21 days before the event: Due on or before (Date): ___________________________
How did you hear about us??
Website________________________

Friend/Word of Mouth (name?)________________

Farmers Market__________________ Online Search (site?) ________________________

Previous Event___________________ Previous Customer (name?)___________________

CITY ROOTS INTERNSHIP APPLICATION

City Roots Internship Application

City Roots internships are for those individuals who are serious about farming. While no prior
experience is required, genuine interest in sustainable farming and a willingness to learn are required.
Those who are accepted as interns will be welcomed into the inner workings of the farm. In addition to
daily chores and seasonal activities, the intern will be a part of all aspects of the farm, from field
planning, to sales and marketing, and agritourism.
There are two shifts for interns 9:00am-12:00pm and 1:30pm-4:30pm Monday Friday.
While the start and end dates are flexible, we require that each internship last at least 10 weeks and
that interns commit to at least 18 hours a week on the farm.
-----------------------------------------------------------------------------------------------------------Please complete the following application and send it along with your cover letter and resume to us
via email, fax, or regular mail.
This application consists of three parts (but we promise its not as scary as it looks!):
Part OneGeneral contact information
Part TwoGeneral and internship-specific experience and skills questions
Part ThreeReferences

Part One
First Name:
Current Contact Information
Address
City, State, Zip
Phone
Cell phone
Email address
Permanent Contact Information

Last Name:

(if different from above)

Address
City, State, Zip
Phone
Cell phone
Email address
Availability:
Requested Start Date: ______________________________________________________
Please list below the days and times you would be available to work. If you are accepted as an intern,
you will be required to commit to a formalized work schedule.
Monday: ________________________________________
Tuesday: ________________________________________
Wednesday: ______________________________________
Thursday: _______________________________________
Friday: __________________________________________
Saturday: ________________________________________
Sunday: _________________________________________

Part Two
About You Yourself, Experience, and Skills
Using concise thoughts, please tell us:
1. How would you describe yourself to someone who didnt know you? What are your strengths?
Your weaknesses?
2. Why are you interested in interning at City Roots? What do you wish to accomplish?
3. What previous farming experiences you have (gardening, farm work, volunteering, ect). Include
details of any physical labor youve done in these positions.

4. How would you define your work style? Do you prefer to work alone or in groups? Start early
and end early, or take frequent breaks? Do you prefer lots of guidance or to observe and figure
out tasks on your own? What has been your favorite kind of job?
5. What are your long-term agricultural goals?
6. Is there anything that might affect your work on the farm (physical disabilities, other
commitments, ect).
Optional extra credit questions:
7. How many lettuces are you worth? What is the equivalent in Tomatoes?
8. If you have one pocket of sprouts and your friend has another pocket of sprouts, will they arrive
in Detroit at the same time?

Part Three
References
Please list two references and their current information. Please avoid using more than one friend or
family member. One reference should be a previous employer or supervisor.
Reference 1
Name
Phone
Email Address
Relationship to you
Reference 2
Name
Phone
Email Address
Relationship to you

I certify that all statements and information on this application are accurate and complete. Any false
statements, omissions, or inaccuracies of this application will be cause for my disqualification.
Signed:

Name ______________________________________________________
(print)
Signature_______________________________________________________
Date_____________________________

CITY ROOTS URBAN SUSTAINABLE FARM AND EVENT VENUE

City Roots Urban Sustainable Farm and Event Venue

City Roots can make any special event into an unforgettable occasion. Located on a three acre urban site in the
Rosewood Neighborhood 5 minutes from Downtown, is Columbias, and in fact South Carolina's, first and only
urban sustainable farm. With its charming indoor setting and spacious fields this unique venue creates and fun
inimitable experience for all occasions.

___________________________________________

Deposits are on a percentage of the rental fee**

Monday Wednesday

Evening Rental Only: 4 hr rental $400 ($50/ additional hr)

Thursday Friday

Evening Rental Only: 4 hr rental $600 ($50/ additional hr)

Saturday Sunday

4 hours: $600

6 hours: $800

8 hours: $1000

All Day: $1500

Weekend: $2000
(rates are subject to change due to complexity of event)
Payment is due three weeks (21 days) prior to the event date. Payment not received by event date
will result in cancellation of event and release of facility.
Discounts on rental are available for:
Non-Profit Organizations
Academic Groups
Post-Event Fees may occur if contract regulations are not abided by and can include:
Damages to the fields, barn, or greenhouse(s) beyond deposit amount
Event hours extend beyond agreed allotment of time incurred at a rate of $50 per hour

Venue Features and Specifications:

Venue Capacity:
Indoors - Outdoor

- <50 banquette style seating

- <150 banquette style seating in field
- <60 banquette style seating in greenhouse
- <3000 standing using the facility in its entirety

Included Rental Equipment:

A number of folding tables and chairs are available at no extra charge. There is no guarantee on the
exact number or condition of the equipment available. Set up and breakdown of this equipment is also
included in the rental.
4 six-foot long tables
7 eight-foot long tables
1 ten-foot long high buffet table on rolling casters in barn hall
20+ metal folding chairs
8-10 plastic lawn chairs

Additional Rental Equipment

50 blonde wood folding chairs owned by City Roots - $2.75 each

Any additional tables, chairs, linens, tents, etc. must be provided by renter. Refer to our
Preferred List for party rental equipment.

Kitchen Availability
The indoor facility includes a prep kitchen only (three well stainless steel sink), with a cold storage unit
(limited storing space). City Roots does not have a fully functioning kitchen. NO Cooking is allowed
inside the facility, just warming. All cooking must be done outside.
Event Hours/ Set Up and Clean Up:
Estimated event times set in the Contract may be changed by renter before final rental payment is due.
Charges begin when the first person arrives and end when clean-up is complete and everyone has
departed.
Set up and cleanup must be included in total rental hours.
Set up for weekday evening events will not be allowed to set up before 4:00pm
Set up and breakdown does not include event clean up. Renter is responsible for leaving the
barn hall, bathroom and porches broom-clean, with event debris removed, or placed in compost
bin, trash can or recycle bin; Greenhouse should be left as it was found.
No more than (6) 8ft. long tables in the Greenhouse.
Renters requiring all day set up will be charged for a full day event.
All events must end at midnight
All bands and other music must stop at 10:00pm or 30 minutes prior the end of the event
All bars must close 30 min prior to the end of the event
Additional Charges incurred by the renter will be billed after event.
Deposit:
Reservations are on a first come first serve basis. All reservations are confirmed with a completed and
signed City Roots Rental Contract and deposit.
The Deposit is not included in the rent of the facility. The deposit is refundable as long as the
renter complies with the stated rules of the Contract. Rental Coordinators will decide on the
refund amount after reviewing post event status.
Refund will be reimbursed within thirty (30) days of the event.
Failure to abide by Contract Rules will result in forfeiting the deposit and may include additional
fines and fees.

Use of prohibited or illegal items on the premise will result in a forfeit of the deposit.

Cancellation Policy:
Cancellations must be in writing (email) and submitted to the Rental Coordinator. Should the event be
cancelled due to weather and or other Act of God, both parties are relieved of responsibility on the
assigned date and arrangements will be made to reschedule the event.
Payment not received by the due date, Owner has the right to cancel
If Renter cancels the event before the rental fee is paid, the deposit will not be refunded.
If Renter cancels the event after the rental fee is paid, the deposit will be refunded. The rental
fee will not be refunded.
A No Show will forfeit the deposit.
Contact Person:
In the circumstance the Renter is unable to be present for the event, a contact person must be assigned
by the Renter to the Rental Coordinator. The Renter or the contact person must be present for the
entire rental to ensure rules are followed, including:
Renter guest should not be left unattended
Children are welcome, but must be supervised by an adult at all times. Children are not allowed
to run into the fields, or other gated off area(s) including Greenhouse(s). Children may not feed
chickens or tilapia unless supervised by an employee of City Roots.
The Owner will provide a Rental Coordinator and/or Rental Assistant who will be on-site
throughout the event.
Renter Responsibilities:
It is the responsibility of the Renter to make arrangements with caterers, bands, etc. for set up plans
and cleaning responsibilities.
Enforcement of rules by caterer and others under contract to Renter is the responsibility of the
Renter.
Use of table and chairs and the set-up and breakdown of City Roots equipment is included in
rental price. Anything additional must be provided by caterers and others or by the Renter.
All items for event, including decorations and equipment, must be delivered and removed on
the day of the event, unless other arrangements are made with the Rental Coordinator.
Renter must provide all Audio-Visual equipment and must contact the Rental Coordinator with
power requirements.
Rental Coordinator and Rental Assistant:
The Rental Coordinator and/or Rental Assistant will be available for the duration of the event. One or
both is responsible for the security of the facility and to ensure rules are followed. The Coordinator or
Assistant is not responsible for:
The set up or break down equipment for Renters event nor the loading or unloading of Renter
supplies.
Deciding what needs to be cleaned at the end of the event, but will be there to check behind
you before your departure.
Decoration Rules:

Decorations can be attached via sting, ribbon or tape other methods of attachment possible
with rental coordinators consent.
Cost to repair damages to any surface from the use of decorations will be the responsibility of
the Renter. Items displayed on walls must not be moved unless discusses with the Rental
Coordinator
Decorations and equipment can not impede the flow of traffic including access to fire exits
No Glitter, confetti
No Fireworks
All decorations and equipment left after an event, unless previously discussed with the Rental
Coordinator, will become property of City Roots.
Any existing decorations removed that belong to City Roots and are not replaced will be
deducted from your Deposit.

Event Rules:
City Rules must be contacted prior to the event with any specific caterer, vendor, and/or band
set up requirements.
Wiring running on floors must be secured and must not be a tripping hazard.
Produce contained in the cold storage and front cooler(s) are off limit to Renter and contacts.
Office area is off limits to Renter and contacts unless otherwise authorized by Rental
Coordinator
User must provide linens for tables used.
All trash and litter from inside and out, including cigarette butts in receptacles and on the
ground, must be collected and removed to the appropriate trash containers.
Absolutely nothing is to be discarded into the fields. This includes food scraps, drinks, and ice.
Ice from coolers may be dumped in interior/exterior sinks, driveway or woodchips.
City Roots is an organic farm and uses no sprays for bugs. Absolutely no pesticides are to be
used for an event. Any use of treatment for pests during your rental will result in an immediate
loss of your deposit.
The indoor facility at City Roots is a smoke-free facility. Smoking is confined to outside areas
beyond the covered porches. Discarded cigarettes must be placed in proper receptacles
provided, Not in the potted planters, driveway or on the grounds; excessive cleanup charges will
result.
Owner cannot guarantee the conditions of the fields during any season.
Use of fire barrel and/or Tiki Torches in woodchips must be pre-approved by Rental coordinator.
Renter and caterers must abide by all alcoholic beverage control laws, regulations and conditions of this
contract. City Roots discourages carrying any alcoholic drinks away from the premise and has no
tolerance for drinking under the legal age.
Bartenders must display a copy of their SC Liquor Permit. Bars are to be closed 30 minutes prior to the
scheduled end of the event.
If alcoholic beverages are to be served and any of the following conditions apply, the Renter or caterer
must have an appropriate license or permit from the SC Department of Revenue, Alcoholic Beverage
Licensing:
If tickets are sold

At the door, if a cash bar is provided

If donations are accepted by or on behalf of a sponsor or other entity.

Parking:
Parking is available in the driveway, and along the road in the front of the venue.
Renter Departure/ Cleaner Responsibilities:
All events must end at 12:00 Midnight. Unscheduled Overtime will be charged in accordance.
To ensure the event will end in an organized efficient manner, bands, and bars must shut down
30 minutes prior the end of the event.
It is the Renter responsibility to arrange all clean-up arrangements with musicians, bartenders,
and caterers. The Renter or Contact Person must see this is completed at end of event.
All decorations must be removed the day of the event. Owner is not responsible for any items
left at the facility. Items left will become property of City Roots
Renter is responsible for leaving the grounds of the venue in the conditions they were prior to
the event.
All food items are to be removed from the cold storage unit, sinks and service areas.
Renter is responsible for cleaning tables, chairs, sinks, and floors of the indoor facility.
All trash, recycling and compost from inside and outside rental areas are to be collected and
disposed of in appropriate containers.
Decorations or equipment that is left behind after an event, with prior consent of the Rental
Coordinator, must be organized and set aside in agreed upon area.
Caterers must leave all food preparation and serving areas clean. All trash, recycling and
compost must be sorted and placed in appropriate receptacles.
Miscellaneous:
If you are open to the public, special arrangements must be made with the Rental Coordinator.
All events must be deemed appropriate to the facility and cannot interfere with normal business
operations.
The Owner reserves the right to deny usage to any persons or groups for any other program,
which is inconsistent with its purpose or reputation.
Deposit Deductions:
If damages occur or cleaning is not executed in the way specified in this contract, then deductions will
be taken from your Deposit.
Minor Fees $25 - Includes, but not limited to one or more of the following
Garbage left behind in rental areas, including lack of sweeping.
Garbage was not disposed in the appropriate containers.
Excessive amounts of cigarette butts, glitter, other party litter on grounds
Prep Cooking Area - $25, Includes, but not limited to the following
Floors not swept
Sink left unclean
Food left on countertops and in cold storage unit
Tables and Prep Areas left dirty
Grounds - -$50-$500, Includes but not limited to
Damage to field beyond gated enclosure.

 Garbage or Ice dumped into the field

No Overall Cleaning $100-$500 based on severity
Cracked glass in doors/windows or interior damage: minimum $50 over cost of repairs and damage
Broken equipment Cost of repair

I HAVE READ AND AGREE TO FOLLOW ALL RENTAL GUIDELINES. I UNDERSTAND

THAT WHERE I DO NOT FOLLOW THESE GUIDELINES, THERE IS A POSSIBILITY MY
DEPOSIT WILL BE REDUCED OR NOT REFUNDED AT ALL.
_________________________________________________
User signature

______________
Date

CITY ROOTS TRAINING MANUAL (WORK IN PROGRESS AS OF 4/15/12)

City Roots Training Manual
A vision without a task is but a dream. A task without a vision is drudgery. A vision with a task is the
hope of the world." - Anonymous
Welcome!
Volunteering at City Root offers an opportunity to get involved in the community, to get your hands
dirty while learning about food, and to work with excellent people.
Take a minute to think about why you would like to work with us. Perhaps write it down so that you can
compare it to your thoughts after working with us a while.
The goal of this manual is more than just to teach you about what time to arrive and making sure that
you put your tools away. We want to emphasize why we believe that growing healthy food for our
community is one of the most important jobs that there is. We believe that we offer solutions to many
pressing problems in today's world. Our ultimate goal is to grow healthy food while building topsoil, to
produce clean water and air, and to benefit ourselves, our immediate community, and the world. We
believe that our business model and methods are ultimately more suited to the future than
conventional agriculture. Where they offer destruction and alienation, we offer connection and healing.
Growing food is a basic skill almost forgotten in modern society. Knowledge of producing food with
basic tools, sun, water, soil, and seeds can be a powerful way for people to connect with a deeper sense
of being. It grounds us in reality in an increasingly virtual world. Culture as we know it can't exist
without agriculture. For the past half century or so, farming has been out of sight, out of mind. A
groundswell of media exposing the horrors of industrial agriculture has transformed how we think about
food. One of these films or books may be what inspired you to come and work with us. Like most work
worth doing, growing food can be a challenge. Our desire is that your working with us will give you, at
the very least, a much greater appreciation of farming, and possibly even inspire you to start growing
some food for yourself and your family and community.
I believe that the way we do things at City Roots could be the answer to many of the challenges that the
world is facing.
We are different from most businesses in two important ways. First of all, we build REAL wealth. And
second, everyone is a winner when we succeed. Here's how:
An illuminating way of thinking about the economy has been devised by a school of thought called
Holistic Management. According to Holistic Management, economic transactions fall into three basic
categories: financial dollars, mineral dollars, and solar dollars.
In a purely financial transaction, there is generally a winner and a loser. To give a very simplified
example, if I buy a car for $10,000, and then turn around and sell it to you for $12,000, I make $2,000
strictly from flipping the car, yet I produced nothing new and added nothing of value to the economy.
In the case of mineral dollars, raw materials are extracted from the environment and turned into
products such as aluminum, steel, or gasoline. There is value added to the economy in that resources
are now available for use; however once the resource is consumed, it is no longer useful or degrades
over time. The negative scenario in mineral dollar transactions is that future generations will no longer
be able to use those resources, or even worse, those mineral resources will become pollutants that
threaten the well-being of future generations.

Solar dollars, on the other hand, can produce wealth from the ability of plants to capture incoming solar
energy and grow into products for use in the economy, be it food, timber, fuel, fiber, or medicine, to
name a few. The inspiring part of the farmer in this equation is that he or she uses her skills to build real
wealth that adds to the economy while benefitting society and assuring the opportunities of future
generations. Not only do we just "do no harm," we have an opportunity to restore the environment by
how well we do our jobs as farmers. It means the difference between a bountiful future and an
impoverished one, between a legacy of stewardship and care, and one of destruction and waste.
The Parable of the Stonecutters
A man came across three stonecutters and asked them what they were doing. The first replied, I am
making a living. The second kept on hammering while he said, I am doing the best job of stonecutting
in the entire county. The third looked up with a visionary gleam in his eye and said, I am building a
cathedral.
The first stonecutter is simply doing a days work for a days pay, for the material reward he receives in
exchange for his labor. The substance of his work, the purpose of his work, the context of his work do
not matter.
The second stonecutter has higher aspirations. He wants to be the best. The second stonecutter is an
unshakable individualist. He believes in the power of the human mind, and its capacity for reason, in the
drive for quality and results, and in the usefulness of reducing complex reality to a simple equation. His
world is competitive and meritocratic. It is cosmopolitan; he measures himself against the whole
county as the story has iteven the whole world.
Yet somehow the vision of the second stonecutter is also incomplete. The focus on the task, the
competition, the virtuosity, is a kind of blindness. Consumed with individual ambition, the second
stonecutter misses the fundamental interconnectedness of human kind, of societies and of economies.
This stonecutter fails to see that there would be no stones to cut if there were not a community building
a cathedral.
The third stonecutter embraces a broader vision. Interesting, I think, that the parable has him building a
cathedralnot a castle or a railway station or a skyscraper. Testimony in part, of course, to the antiquity
of the tale. But revealing in other ways as well. The very menial work of stonecutting becomes part of a
far larger undertaking, a spiritual as well as a physical construction. This project aspires to the heavens,
transcending the earthboundand indeed transcending the timebound as well, for cathedrals are built
not in months or even years, but over centuries. A lifetime of work may make only a small contribution
to a structure that unites past and future, connects humans across generations and joins their efforts to
purposes they see as far larger than themselves.
-Paraphrased from the work of Peter Drucker
In order for us to build our cathedral, so to speak, we have to remain viable in the present. To fulfill our
objectives and grow to our full potential, we need to reach out beyond those who buy our products
merely because they believe in what we are doing. Competition for consumers' food dollars is stiff.
Much of the American food system is subsidized, and customers often make purchasing decisions based
purely on price. Americans' health can attest to this fact. It has been noted before that Americans
directly pay the least for food and the most for healthcare among the developed nations. If we want

them to choose our offerings over others, the choice must be clear: We strive to make what we offer
superior IN EVERY WAY to what is available commercially. Better taste, fresher, higher quality, more
nutritious, more interesting, more diverse, and yes, we even strive to make our food more affordable.
While this point of view may sound downright naive right now, we have reason to believe that we will
come out on top. As demographics change, food subsidies will eventually be curtailed or eliminated.
Transportation costs, fertilizers, pesticides, fuel, and energy in general will see a ratchet effect in prices
over time, if current trends hold. We think that these potential negatives will work in our favor to help
us become more competitive with the commercial food system.
"Work is love made visible." Kalhil Gibran
So now that you have a philosophical understanding of our business, we can introduce you to the "nuts
and bolts" side of how things work at City Roots.
The surprising complexity of farm work.
the profession of farming
the temptation of getting right to work- think before you act.
training:
Our expectations of you:
Attendance:
provide us with a planned schedule for your attendance. Inform us of changes to your schedule.
Arrive on time.
precautions:
clothing, hazards, weather, water, sharp tools, power equipment
Organization:
the job is not done until the tools are put away.
keep track of your stuff..
What you can expect from us:
clear descriptions of the work to be done and how it fits into the larger goals
courteous but direct guidance.
Positive references for successfully completed program.
Access to surplus vegetables.
INCLUDE FOOD SAFTEY DOCUMENTS
OTHERS?

CITY ROOTS SCHOOL TOUR APPLICATION

City Roots School Tour Application
City Roots
1005 Airport Blvd
Columbia, SC 29205
Phone: 803-254-2302
Fax:
eric@cityroots.org
We at City Roots are excited about what we do, and we love sharing it with people, especially children!
We think its important that they learn principles of good farming and land use while they are young.
The tour will consist of a one hour tour conducted personally by one of the farm staff. The tour
highlights each area of what we do, including: field crops, beekeeping, greenhouse microgreens,
mushroom production, aquaponics, vermicomposting, animal and fish husbandry, and composting. We
are open to tailoring these tours to any special interests your group may have, as well as including
hands-on activity time (with a possible extra set-up fee).
Please fill out the information below and return this form via mail, email attachment, or fax using the
information above.
The cost is $5/person (or a minimum of $50). You may pay with cash, credit, check, or through PayPal on
our website.
*All Tours Must Be Scheduled At Least Two Weeks In Advance*
School / Organization Name:
Address:
City:

State:

Zip:

Name of Group Leader:

Phone Number:
Email:
Number of Participants:
Approximate Age or Grade Level:
Date/Time of Tour:
Specific Notes:
Warning! Under South Carolina Law, an agritourism professional is not liable for an injury to or death of a
participant in an agritourism activity resulting from an inherent risk associated with the agritourism activity.
(Chapter 53, Title 46, Code of Laws of South Carolina, 1976

CITY ROOTS PAMPHLET

CITY ROOTS CSA 2011-2012

APPENDIX B: SOUTH CAROLINA STATE SCIENCE STANDARDS (SOUTH CAROLINA

DEPARTMENT OF EDUCATION 2005)
KINDERGARTEN: CHARACTERISTICS OF ORGANISMS
Standard K-2: The student will demonstrate an understanding of the characteristics of organisms. (Life
Science)
Indicators
K-2.1 Recognize what organisms need to stay alive (including air, water, food, and shelter).
K-2.2 Identify examples of organisms and nonliving things.
K-2.3 Match parents with their offspring to show that plants and animals closely resemble their parents.
K-2.4 Compare individual examples of a particular type of plant or animal to determine that there are
differences among individuals.
K-2.5 Recognize that all organisms go through stages of growth and change called life cycles.

GRADE 1 : PLANTS
Standard 1-2: The student will demonstrate an understanding of the special characteristics and needs of
plants that allow them to survive in their own distinct environments. (Life Science)
Indicators
1-2.1 Recall the basic needs of plants (including air, water, nutrients, space, and light) for energy and
growth.
1-2.2 Illustrate the major structures of plants (including stems, roots, leaves, flowers, fruits, and seeds).
1-2.3 Classify plants according to their characteristics (including what specific type of environment they
live in, whether they have edible parts, and what particular kinds of physical traits they have).
1-2.4 Summarize the life cycle of plants (including germination, growth, and the production of flowers
and seeds).
1-2.5 Explain how distinct environments throughout the world support the life of different types of
plants.
1-2.6 Identify characteristics of plants (including types of stems, roots, leaves, flowers, and seeds) that
help them survive in their own distinct environments.

GRADE 2: ANIMALS
Standard 2-2: The student will demonstrate an understanding of the needs and characteristics of
animals as they interact in their own distinct environments. (Life Science)
Indicators

2-2.1 Recall the basic needs of animals (including air, water, food, and shelter) for energy, growth, and
protection.
2-2.2 Classify animals (including mammals, birds, amphibians, reptiles, fish, and insects) according to
their physical characteristics.
2-2.3 Explain how distinct environments throughout the world support the life of different types of
animals.
2-2.4 Summarize the interdependence between animals and plants as sources of food and shelter.
2-2.5 Illustrate the various life cycles of animals (including birth and the stages of development).

GRADE 3: HABITATS AND ADAPTATIONS

Standard 3-2: The student will demonstrate an understanding of the structures, characteristics, and
adaptations of organisms that allow them to function and survive within their habitats. (Life Science)
Indicators
3-2.1 Illustrate the life cycles of seed plants and various animals and summarize how they grow and are
adapted to conditions within their habitats.
3-2.2 Explain how physical and behavioral adaptations allow organisms to survive (including hibernation,
defense, locomotion, movement, food obtainment, and camouflage for animals and seed dispersal,
color, and response to light for plants).
3-2.3 Recall the characteristics of an organisms habitat that allow the organism to survive there.
3-2.4 Explain how changes in the habitats of plants and animals affect their survival.
3-2.5 Summarize the organization of simple food chains (including the roles of producers, consumers,
and decomposers).

GRADE 4: ORGANISMS AND THEIR ENVIRONMENTS

Standard 4-2: The student will demonstrate an understanding of the characteristics and patterns of
behavior that allow organisms to survive in their own distinct environments. (Life Science)
Indicators
4-2.1 Classify organisms into major groups (including plants or animals, flowering or nonflowering
plants, and vertebrates [fish, amphibians, reptiles, birds, and mammals] or invertebrates) according to
their physical characteristics.
4-2.2 Explain how the characteristics of distinct environments (including swamps, rivers and streams,
tropical rain forests, deserts, and the polar regions) influence the variety of organisms in each.
4-2.3 Explain how humans and other animals use their senses and sensory organs to detect signals from
the environment and how their behaviors are influenced by these signals.
4-2.4 Distinguish between the characteristics of an organism that are inherited and those that are
acquired over time.

4-2.5 Explain how an organisms patterns of behavior are related to its environment (including the kinds
and the number of other organisms present, the availability of food and other resources, and the
physical characteristics of the environment).
4-2.6 Explain how organisms cause changes in their environment.

GRADE 5: ECOSYSTEMS (TERRESTRIAL AND AQUATIC)

Standard 5-2: The student will demonstrate an understanding of relationships among biotic and abiotic
factors within terrestrial and aquatic ecosystems. (Life Science)
Indicators
5-2.1 Recall the cell as the smallest unit of life and identify its major structures (including cell membrane,
cytoplasm, nucleus, and vacuole).
5-2.2 Summarize the composition of an ecosystem, considering both biotic factors (including
populations to the level of microorganisms and communities) and abiotic factors.
5-2.3 Compare the characteristics of different ecosystems (including estuaries/salt marshes, oceans,
lakes and ponds, forests, and grasslands).
5-2.4 Identify the roles of organisms as they interact and depend on one another through food chains
and food webs in an ecosystem, considering producers and consumers (herbivores, carnivores, and
omnivores), decomposers (microorganisms, termites, worms, and fungi), predators and prey, and
parasites and hosts.
5-2.5 Explain how limiting factors (including food, water, space, and shelter) affect populations in
ecosystems.

GRADE 6: STRUCTURES, PROCESSES, AND RESPONSES OF PLANTS

Standard 6-2: The student will demonstrate an understanding of structures, processes, and responses of
plants that allow them to survive and reproduce. (Life Science)
Indicators
6-2.1 Summarize the characteristics that all organisms share (including the obtainment and use of
resources for energy, the response to stimuli, the ability to reproduce, and process of physical growth
and development).
6-2.2 Recognize the hierarchical structure of the classification (taxonomy) of organisms (including the
seven major levels or categories of living thingsnamely, kingdom, phylum, class, order, family, genus,
and species).
6-2.3 Compare the characteristic structures of various groups of plants (including vascular or
nonvascular, seed or spore-producing, flowering or cone-bearing, and monocot or dicot).
6-2.4 Summarize the basic functions of the structures of a flowering plant for defense, survival, and
reproduction.
6-2.5 Summarize each process in the life cycle of flowering plants (including germination, plant
development, fertilization, and seed production).

6-2.6 Differentiate between the processes of sexual and asexual reproduction of flowering plants.
6-2.7 Summarize the processes required for plant survival (including photosynthesis, respiration, and
transpiration).
6-2.8 Explain how plants respond to external stimuli (including dormancy and the forms of tropism
known as phototropism, gravitropism, hydrotropism, and thigmotropism).
6-2.9 Explain how disease-causing fungi can affect plants.

GRADE 7: ECOLOGY: THE BIOTIC AND ABIOTIC ENVIRONMENT

Standard 7-4: The student will demonstrate an understanding of how organisms interact with and
respond to the biotic and abiotic components of their environment. (Earth Science, Life Science)
Indicators
7-4.1 Summarize the characteristics of the levels of organization within ecosystems (including
populations, communities, habitats, niches, and biomes).
7-4.2 Illustrate energy flow in food chains, food webs, and energy pyramids
7-4.3 Explain the interaction among changes in the environment due to natural hazards (including
landslides, wildfires, and floods), changes in populations, and limiting factors (including climate and the
availability of food and water, space, and shelter).
7-4.4 Explain the effects of soil quality on the characteristics of an ecosystem.
7-4.5 Summarize how the location and movement of water on Earths surface through groundwater
zones and surface-water drainage basins, called watersheds, are important to ecosystems and to human
activities.
7-4.6 Classify resources as renewable or nonrenewable and explain the implications of their depletion
and the importance of conservation.

APPENDIX C: RESOURCES FOR FARM LESSON PLANS

1.) Kentucky Farm Bureau: Classroom Lesson Plans
Link: https://www.kyfb.com/federation/program-links/ag-in-the-classroom/classroom-lesson-plans/
2.) Appalachian Sustainable Agriculture Project
Link: http://growing-minds.org/gradelevel.php
3.) Camp Silos
Link: http://www.campsilos.org/mod4/teachers/index.shtml
4.) Kiddy House
Link: http://kiddyhouse.com/Farm/