Rooted in Florida: Joanna Oswalt on Agritourism and Advocacy

This week, Kris and Tara sit down with Joanna Oswalt—a seventh-generation Floridian, agricultural consultant, and President of the Sumter County Farm Bureau. With deep family roots in Florida agriculture, Joanna brings a unique and passionate perspective on the past, present, and future of farming in the Sunshine State.

As both an advocate and educator, Joanna works to strengthen Florida’s agricultural community by expanding agritourism, supporting producers, and helping connect the public to where their food truly comes from. Through her consulting work and leadership roles—including with the Florida Agritourism Association—she helps farms create sustainable, educational, and profitable visitor experiences backed by the Florida Farm Bill.

🌱 In this episode, we explore:

• A legacy of Florida agriculture: Joanna’s seventh-generation family history and how it influenced her commitment to the industry.
• Connecting people to agriculture: Why she believes education—not confrontation—is the key to helping people understand food systems and farming traditions.
• What agritourism really is: How farms can generate secondary income by welcoming the public, and the wide range of agritourism opportunities available under the Florida Farm Bill.
• Success stories: Real-world examples of thriving agritourism ventures and what makes them work.
• The realities of farming: Why farming is a passion-driven career, the emotional toll of weather and external forces, and the importance of mental health support—including how the Florida Farm Bureau champions farmers through initiatives like 988.
• Looking ahead: Joanna’s excitement for future projects, including AgVentures, Taste of Sumter County, birthday box programs, and continued advocacy for rural communities and the next Farm Bill.

Joanna’s insight, energy, and deep love for Florida agriculture make this a conversation you won’t want to miss.

Tune in for an inspiring look at how agritourism, education, and community support are shaping the future of farming in Florida.