Highway Sign Program Promotes New Jersey On-Farm Activities
October 17, 2012 
New Jersey Secretary of Agriculture Douglas H. Fisher and Deputy Transportation Commissioner Joseph Mrozek visited Alstede Farms in Chester Township, one of 23 agritourism operations in the state benefitting from highway signs directing drivers to their locations.
Working with the Department of Agriculture, the New Jersey Department of Transportation significantly revised its Tourist Oriented Destination Sign (TODS) program and tailored it to the needs of agritourism in an effort tohelp agricultural businesses build their base of regular customers and attract higher numbers of tourists.
“People love to visit local farms at this time of year for Jersey Fresh apples and pumpkin picking, hayrides, and corn mazes,” said Secretary Fisher. “The ability to place a series of directional signs on roadways leading to the farm will go a long way toward helping consumers reach their desired destination and increasing business for farmers.”
The new regulations allow agritourism businesses to place signs on state highways up to 10 miles from their location, and the operations can be several turns off of those roadways if there is a chain of signage leading to the facilities. The businesses must be open a minimum of six hours each day, five days a week during their growing or operating season. There is an annual fee of $400 for each sign. The rules take into account that agritourism is usually a seasonal business, exempting them from certain provisions.
“New Jersey boasts beautiful rural landscapes that are dotted with farms, wineries, and other tourist attractions just waiting to be discovered,” said Deputy Commissioner Mrozek. “The TODS program is a great way for agriculture-centered businesses and other rural establishments to raise their profile and attract customers.”
NJDOT regulations define agritourism as “a style of tourism that offers activities that occur on a farm and are related to the agricultural use of the farm site, including, but not limited to: on-farm sales of agricultural products directly to the consumer, such as roadside farm markets, community farm markets, pick-your own operations, you-cut Christmas trees or wineries; educational activities and tours; entertainment, such as corn mazes, hay rides, seasonal festivals, petting zoo, or haunted barns; and outdoor recreation and lodging. This definition recognizes that agriculture includes a broad range of activities including, but not limited to apiaries, aquaculture, fruits and vegetables, grain, dairy, poultry, livestock, equine activities, nurseries, and greenhouses.”
Agritourism is important to the state’s economy, generating $60 million annually and generates additional revenues in a wide range of other allied businesses, such as restaurants, construction companies, and insurance providers. More than one-fifth of New Jersey farms offer some form of agritourism, with 43% of New Jersey’s total farmland associated with farm operations engaging in agritourism.
Kurt Alstede, owner of Alstede Farms, has participated in the TODS program for 12 years, placing signs on Route 206 directing drivers to turn onto Route 513 to reach his farm. The new regulations have allowed him to place additional signs on Route 10 in Randolph. He said the signs are especially helpful to him since his farm is on a road with four different names, none of which work in online mapping programs.
“The signs are one more piece of the puzzle that helps them get to their destination,” said Alstede. “They are more than directional signs; they also function as an advertisement.”
Alstede, a first generation farmer who grew up in Chester, founded Alstede Farms in 1982 and now cultivates 600 acres, where he grows apples, peaches, strawberries, raspberries, currants, gooseberries, pumpkins, corn, tomatoes, and many other vegetables. The farm includes a retail market and fall agritourism activities, including a corn maze, hay rides, pony rides, and pick-your-own pumpkins. The farm has more than 13,000 square feet of greenhouses where over 200 varieties of ornamental products are grown. Almost every acre of the farm is permanently preserved.
A variety of agricultural operations are currently participating in the TODS program, from pick-your-own farms and wineries to farm markets and garden centers.
To learn more, visit www.newjerseytods.interstatelogos.com/state/home.aspx or call 888-655-6467 or 609-406-9525.