Long before agritourism became a buzzword in U.S. agriculture, the Jeter family of western Virginia was already practicing it. Now in their fourth and fifth generations of farming, the Jeters have transformed their legacy farm into a thriving destination that blends crop production, cattle raising, and immersive farm experiences for families across the region.

La semilla de un negocio moderno de agroturismo surgió cuando Ned Jeter II , estudiante de Virginia Tech, fue animado por un profesor a convertir su proyecto de clase en una empresa real. "La primera vez que escuché el término 'agroturismo' fue en Virginia Tech", dijo Jeter. Esa idea echó raíces rápidamente en Jeter Farm.

Even before that, Ned's grandparents, Richard and Sue Jeter, were already welcoming school children to explore their livestock and crops. "Our grandma would invite school groups to come see our pigs," Ned recalled.

By 2007, the family officially expanded their agritourism efforts, turning their pumpkin patch, hayrides, and farm games into seasonal staples for visitors.

Located just outside Roanoke, Jeter Farm and its sister property, The River Farm in Buchanan, span over 1,800 acres. The land is primarily used to grow corn for silage and grain, produce hay, and raise a herd of Black Angus cattle. The family once grew vegetables and maintained a peach orchard, but rising labor costs and crop losses led them to shift focus.

"We used to harvest squash, watermelons, and even sold to Kroger supermarkets and farmers markets," said Ned. "But eventually, we moved more into cattle and agritourism-it just made more sense."

Both Ned and his brother Darrell left the farm after college but soon returned. Ned briefly worked with the USDA, and Darrell joined UPS. However, their passion for farmiand a nudge from their grandmother-brought them back.

"The pumpkin patch really took off," said Ned. And so did their agritourism vision.

This year's Jeter Farm Fall Festival & Country Store will run from September 27 to October 26, on weekends only. The event features a seven-acre corn maze, hayrides, children's games, a pumpkin patch, and a crowd-favorite apple cannon where guests shoot apples at a jon boat floating in a pond.

The on-site Country Store sells Virginia-made foods, crafts, and seasonal treats like grilled burgers, cider doughnuts, kettle corn, and apple cider. The Jeters also use social media and regional tourism partnerships to drive attendance. "We post on Facebook and Instagram," Ned noted, adding that many visitors discover the farm via the Blue Ridge Parkway or Interstate 81, just seven miles away.

The River Farm hosts its own attractions, including a Truck and Tractor Pull, which drew over 1,500 attendees in June 2025.

As agritourism grows nationwide, the Jeter family stands as a model for combining heritage, innovation, and community connection. Their success reflects a broader trend in U.S. agriculture, where diversification and direct-to-consumer experiences are redefining what it means to farm in the 21st century.