Mccray's Farm
AGRITOURISM CASE STUDY
Animal Outlook's Farm Transitions program has been pioneering sustainable transitions for animal agriculture operations, with a notable success story emerging from Western Massachusetts. Our organization has been working closely with a dairy farm to transform it into a vibrant agritourism destination that maintains agricultural relevance while eliminating animal exploitation.
Agricultural zoning regulations, designed to protect farmland from development and preserve rural communities, can present challenges for farmers seeking to transition away from animal agriculture. However, agritourism offers a strategic solution by providing economically viable alternatives that still qualify as agricultural use. The Western Massachusetts farm we've supported has successfully navigated these zoning requirements by maintaining portions of the land in crop production (particularly for their seasonal pumpkin patch) while incorporating complementary entertainment elements.


Left: Summer concert at McCray's Farm, September 2025
Right: Pumpkin patch at McCray's Farm, October 2024
Multiseason appeal: The farm's transition model demonstrates the importance of year-round revenue generation. Their summer concert series attracts visitors during peak tourism months, while the fall pumpkin patch creates a harvest-time destination. Mini-golf and other family-friendly activities ensure consistent visitor traffic throughout the operating season.


Left: Mini golf course at McCray's Farm, April 2025
Right: Sunflowers in bloom at McCray's Farm, September 2025
