Episode Guide
Running a small farm means constantly thinking about how to keep the business resilient, and for a growing number of farms, opening the gates to the public has become part of that strategy. In this episode of CNG Field Notes, we talk with Jason and Larry of McLawland Farm, who’ve steadily built an agritourism operation that supports their farm year-round. They’ve added u-pick berries, figs, and flowers, photographer partnerships, workshops, Airbnbs, and more – not all at once, but piece by piece, in ways that fit their scale and capacity. If you’ve ever wondered what it actually looks like to bring people onto your farm in a way that’s organized, profitable, and aligned with your values, McLawland Farm offers an incredible case-study.
We dig into how they got started, what parts of the business grew naturally, and what surprised them along the way. We also talk about the logistics: managing visitors, setting up systems that keep things moving, handling staffing needs, and learning from the ideas that didn’t work. This is a practical, honest look at agritourism from farmers who’ve tried a lot, adjusted as they went, and built something that works for their land and their lives. Whether you’re considering your first on-farm event or looking to add another revenue stream, this conversation is bound to spark some inspiration.
Click to view show notes
Meet our Guests
Larry Land and Jason McLawhorn of McLawland Farm (NC)
Larry Land and Jason McLawhorn are the duo behind McLawland Farms, a U-pick blueberry, fig and flower farm nestled on the edge of Charlotte, NC. Larry, a former K–12 German teacher turned full-time flower farmer, brings eight years of growing experience, a love of lifelong learning, and a soft spot for his chickens. Jason, a clinical nursing instructor, channels his hospitality background into the farm’s welcoming atmosphere. Since finding their dream property in 2017, they’ve grown McLawland Farms from a summer U-pick operation into a vibrant destination offering flowers, special events, educational classes, and two popular farm-stay Airbnbs.
Show Notes
Timestamps:
2:35 – Origin story of McLawland Farms
5:21 – Why did they choose blueberries at their initial crop?
7:10 – How did they find their farm?
8:58 – Quick overview of what McLawland Farms looks like today
13:31 – How did they think through laying out their farm initially keeping agritourism in mind?
17:58 – What was the experience the first time folks came out to the farm? What went well, what didn’t?
24:05 – Explaining the concept of a booking system for their u-pick operation
30:49 – Explaining their U-pick flower operation
53:32 – How did they start incorporating additional agritourism offerings?
1:01:16 – Why did they choose to certify their U-pick operation?
1:06:41 – What advice would they give to folks looking to start offering agritourism experiences on their farm?
1:12:12 – What advice would they give their year-one selves?
1:13:55 – How do they hope to see McLawland Farms grow in the next 5-10 years?