Morris County launches farm trail passport to boost agritourism

The Morris County Tourism Bureau has launched a new Farm Trail Passport that links 13 farms and agricultural attractions across the county. The program aims to drive year-round visits, support local agriculture and reward travelers who collect stamps at participating sites.

Why it matters: - The Morris County Farm Trail Passport is designed to steer more residents and visitors to local farms, markets, orchards, wineries, cideries and seasonal events. - The program gives Morris County a new agritourism tool that can spread visitation across seasons and support farm income. - Visitors who complete the passport can unlock rewards, adding an incentive to explore more of the county’s agricultural network.

What happened: - The Morris County Tourism Bureau launched the Morris County Farm Trail Passport on Tuesday, Aug. 11, at Riamede Farm in Chester. - The launch brought together participating farms and local leaders to celebrate the new program and Morris County’s agricultural community. - Passports are available at participating farms and at the Morris County Tourism Bureau, 6 Court Street, Morristown. - A PDF version can be downloaded and printed from the Morris County Tourism Bureau website.

The details: - The passport was developed with Morris County’s farming community. - The program connects participating farms and encourages visitors to discover new destinations and support local farms and businesses. - Visitors are encouraged to return in different seasons to experience locally grown products, family activities and seasonal events. - Stamps are collected after each farm visit. - Visitors who collect stamps from five or more participating farms receive a Morris County Farm Trail gift. - Visitors who complete the full passport are entered into an annual Grand Prize drawing. - The grand prize basket is valued at about $1,200 and includes products, merchandise, gift certificates and experiences donated by participating farms and partners. - Completed passports submitted by Sept. 15 receive one additional bonus entry into the annual Grand Prize drawing. - Participating farms include Alstede Farms, Ashley Farms, Bader Farm, Hawk Ridge Farm, High View Farms, Hoppy Valley Farm, Miller's Hill Farm, Ort Farms, Riamede Farm, Stony Hill Farms, The Feisty Pepper Garden Market, Union Hill Farms and Wightman Farms. - The Morris County Tourism Bureau received financial support for the initiative from the Morris County Board of County Commissioners. - Brand Enchanting Media developed the Farm Trail brand, passport, visitor experience and marketing strategy.

Between the lines: - The passport pairs tourism with farmland preservation, tying visitor spending to the county’s agricultural identity. - Commissioner Director Stephen Shaw said Morris County’s Farmland Preservation Program has helped preserve 143 farms and counting. - Shaw also pointed visitors to the Morris County Farmland Preservation StoryMap developed by the Office of Planning and Preservation. - The program is aimed at travelers seeking authentic, place-based experiences rather than one-time stops.

What's next: - Morris County will use the passport to drive visits across the year, from apple picking in fall to berries in summer, farm markets in spring and holiday greens in winter. - Visitors who submit completed passports by Sept. 15 will gain an extra entry into the annual Grand Prize drawing. - The Tourism Bureau expects the passport to bring new customers to participating farms while encouraging repeat visits.

The bottom line: - Morris County is using a passport-style trail to make local agriculture easier to discover, easier to market and easier to support.