Farm Women and Agritourism: Representing a New Rurality

This article examines how farm women represent rurality and agriculture within the context of farm tourism. We draw upon qualitative data analysis of a farm women's agritourism network in southern France centred on sheep milk production for Roquefort cheese. Through the use of choreography, staging, performances, and their bodies, we found that women represent rurality and agriculture in multiple and seemingly contradictory ways. At times they paint portraits of rural life that reproduce human-nature and masculine-feminine binaries affiliated with tradition and cultural heritage. At other times, they choreograph, stage, and perform modernity by accentuating materials, ideals, and roles more accurately articulated as a product of contemporary society. The result is a complex amalgam of agriculture and rural life representations constructed for tourist consumption. We conclude by discussing the opportunities such representations hold for enabling farm women to access cultural influence in agriculture. Juliette threw open the doors to her 125 year old barn and invited us in. She had a big smile and seemed warm. She lives on a 71 ha family farm and she was excited to show us her farm tourism operation. The barn is where she welcomes guests for the tour and 'farm snack'. This beautiful old barn was erected with limestone harvested from the area. There was a massive fireplace opposite the entryway. Antique scythes, wagon wheels, and ox yokes were hung on the walls for art, not cultivation. It was very rustic, traditional ... old world France! We admired it, asked questions about the setting, and complimented her. She is very proud of the renovations and says she wants tourists to appreciate the cultural heritage of Roquefort when they come here. Then we looked up above the fireplace and into the vaulted ceiling to see a large Harley Davidson Motorcycle flag hanging from the rafters. Oh, no! (Author's field notes, 2012)