Michigan’s agritourism community gathered last week in Frankenmuth to celebrate 20 years of the Michigan Agritourism Association marking two decades of growth, collaboration and advocacy for an industry that connects Michigan farms with the communities and visitors they serve.
Hosted at the Bavarian Inn Lodge in Frankenmuth with the theme Agritourism Brings us Together, the event brought together farmers, industry leaders, educators and partners for three days of learning, connection and inspiration.
“The Convention was all that we hoped it would be” says Janice Benson, executive director for the Association. “It was great to celebrate 20 years with the important partners, farmers and friends that have put agritourism on the map in Michigan. The relationships built over these years have been instrumental in strengthening our industry.”
Event Highlights
Michigan Farm Bureau President Ben LaCross, MDARD Director Timothy Boring, West Michigan Tourist Association Director Dave Lorenz, and former board presidents joined in recognizing the impact the Association has had on the industry in Michigan and its dual role of supporting farmers and educating the public.
Mata, the farm dog, Michigan Agritourism’s new mascot, made his debut thanks to The Bear Factory. Guests made their own “Matas” during the event. (MATA has long been the acronym for the Association.)
Ed Carpenter of Peacock Road Family Farm was recognized as the recipient of the 2026 Excellence in Agritourism Award, which will be presented in December during the Great Lakes Fruit, Vegetable and Farm Market EXPO in Grand Rapids.
Phase One of the Michigan Agritourism Toolkit was released. This new resource, specifically geared for agritourism farmers in Michigan offers resources and practical information to help farmers navigate growth, regulatory requirements and other industry challenges.
Attendees experienced hands-on break-out sessions and tours to nearby destinations including Michigan Sugar, Leaman’s Green Applebarn, Runyan’s Country Tree Farm, the Bavarian Inn Bakery & Kitchen and Cherry Republic.
Thirty exhibitors showcased products, services and resources that support agritourism businesses.
Farmers shared their stories, experiences, successes and lessons learned with attendees, including Kassie Bowman and Amie Kett from Bowerman Blueberries, Jimmy and Grace McMonagle from Kreps Apple Barn, Case and Megan Visser of Visser Farms, Sadie Merchant of Myrtle and Maudes, and Greg Shooks from Shooks Farm/Cellar 1914.
The Association also announced a special Giving Tuesday campaign in partnership with the Michigan Farmers Market Association who is also celebrating its 20th anniversary this year.
“MATA provides wonderful opportunities for farmers to learn how to stay sustainable and profitable by combining tourism with agriculture, like they did at the Convention, says Steve Tennes, the Association’s very first board president. “The organization is a blessing to the state.”
The event was sponsored by GreenStone Farm Credit Services, Cherry Republic, Country Home Creations, Michigan State Horticultural Society, Bavarian Inn, Duluth Trading Company, Lipari Foods, Michigan Apple Committee, Michigan Craft Beverage Council, Monte Package Company, NAFDMA, The Bear Factory, Go Great Lakes Convention & Visitors Bureau, Michigan Vegetable Council, MSU Extension, Star of the West Milling Company, Weiss Equipment and Westview Orchards & Winery.
For more information, visit www.michiganfarmfun.com.
