California farmers and ranchers have more to sell than crops and cows. The UC Davis-based UC Small Farm Center and partners have launched a new agri-tourism project to help owners of small agricultural operations also market the farm experience and ambiance to urban visitors. Agri-tourism enterprises might include "U-pick" farms, canning classes, biological education programs for school children and farm-stays for tourists. "Some forms of agri-tourism, including county fairs and festivals, are well developed in California," says Desmond Jolly, UC Small Farm Center director. "Other possibilities offer potential for adding value to the basic farm products." The project will target owners of small farms in Monterey and San Diego counties, both areas that have been dramatically affected by the loss of major agricultural operations to other countries and competition from imported fruits and vegetables. In the Monterey area, the project will focus on Latino growers, many of whom are transitioning from working as laborers to operating their own farms. The agri-tourism program, supported by a $200,000 grant from the U.S. Department of Agriculture's Fund for Rural America, will combine the efforts of university researchers, county farm advisors, agricultural organizations and farmers. Program partners, including the California Latino Agricultural Association, UC Cooperative Extension of San Diego County and Sunflower Strategies Inc., will coordinate workshops and develop cooperative marketing systems to help growers in the two targeted counties capitalize on the agricultural, cultural, geographical and historical features of their areas.