Opportunity aplenty amid agritourism boom
By Laura Thomas
The agritourism market offers opportunity aplenty for Australian olive growers, as consumers increasingly head to the farm gate for authentic boutique food and tourism experiences.
Demand for agritourism is tipped to hit $18.6 billion by 2030, a report released by the CSIRO has revealed.
The boom is being fuelled by an increasing number of consumers heading to regional and rural areas to see how their produce is made and where it comes from.
And as Australian agritourism grows, so too do opportunities for the country’s olive producers.
Mel Hollick is the owner of Peninsula Providore, a 17,000-tree enterprise producing extra virgin olive oil in the heart of the Fleurieu Peninsula, about an hour’s drive south of Adelaide.
She established the brand in 2017 and now grows, mills and sells her produce from an on-site farm shop, local farmers markets and some wholesale.
“Agritourism – through a cellar door or farm shop – is what the wine industry has built itself on, so it makes sense that there is an opportunity for olive oil producers and other food producers to do the same,” said Ms Hollick, who also serves as the AOA’s SA Director and Chair of Fleurieu Food.
“The extra virgin olive oil industry is so similar to the wine industry and it just lends itself perfectly to having people visit for tasting and events.
“The opportunities are huge, if done right.”
Ms Hollick said farm shop visitation offered unparalleled opportunity for consumer education and brand loyalty creation.
“People are interested in knowing where their food is coming from and how it’s made – the best way to tell that story is at your farm,” she said.
“When people come and see you, see the farm, how you work and get that real authentic experience, then real emotional bonds, relationships and brand loyalty is created.”
The Peninsula Providore farm-shop is open just one weekend a month and the business also trades from the Willunga and Adelaide Farmers Markets on weekends.
This offers flexibility for Ms Hollick to complete ongoing grove maintenance, manage the business and raise her young family.
But despite limited hours of trade, she said visitors were flocking and business was good.
“We’ve only just dipped our toe into the water really, but if the gates are open people just want to come in – it’s a fantastic problem to have,” Ms Hollick said.
“When COVID hit it provided a big opportunity for people to come out to farms and I think it opened people’s eyes to the fact that living in the confines of the city is not all it’s cracked up to be.
“Mental health just keeps telling us that we all need to get out and enjoy what the natural environment has to offer – so here we are.”
Ms Hollick said the future was bright for small producers looking to secure a piece of the agribusiness market, and collaboration, rather than competition, was key.
“I recommend growers talk to their local tourism organisations about festivals and events that are happening in their area and tap into those,” she said.
“By tapping into community events, you can collaborate with other producers and dip your toe in the water to test the appetite in your area.”
AOA Chief Executive Officer Michael Southan said many quality olive oils were beginning to hit the domestic market, following a largely successful 2025 harvest.
He echoed Ms Hollick’s advice, urging producers to seek out agribusiness and market opportunities available nearby.
“Food and agritourism is a great fit, especially for small, boutique olive producers,” Mr Southan said.
“The idea of serving a quality produce lunch, followed by an oil tasting, grove and processing inspection is very appealing.”
But he warned producers would need to be prepared to take opportunities when they arise.
“There are big opportunities for smaller producers and boutique groves to attract more premium prices for their products, through outlets such as farm-shops and farmers markets,” he said.
“It’s not always about trying to reach the supermarkets.”
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