Pick-your-own orchards remain a popular activity across the United States, offering more than just an opportunity to gather fruit. While many consumers might assume the appeal lies in obtaining fresh produce at a lower cost, experts say the attraction is rooted in the experience itself.

Agritourism, which includes various farm-related activities such as hay rides, corn mazes, and fruit picking, generated $1.26 billion for American farms in 2022, according to the U.S. Department of Agriculture. Fruit picking, typically categorized under direct farm sales, continues to draw crowds during peak seasons. Visitors often spend hours at orchards alongside hundreds of other adults and children, engaging not only in harvesting but also in connecting with the agricultural process.

The appeal of these experiences, researchers suggest, stems from an increasing disconnect between consumers—especially younger generations—and the origins of their food. In recent decades, the variety and availability of produce have expanded dramatically. For example, U.S. supermarkets now offer over 100 apple varieties, compared to just three types in the 1980s, with Gala, Red Delicious, Granny Smith, and Honeycrisp among the most popular. Meanwhile, the average grocery store’s stock grew from just over 14,000 items in 1980 to more than 33,000 by 2018.

Despite this abundance and relatively low cost—food expenditures accounted for 9.7 percent of disposable income in 2025, down from 17 percent in 1960—the complexity of the food system remains obscured. Studies show that many young children hold misconceptions about the origins of common foods, often confusing plant-based and animal-based products. The omnipresence and convenience of food result in high levels of waste, with approximately 30 to 40 percent of produced food never consumed.

Visiting an orchard offers a tangible glimpse into the realities of food production. Children and adults alike observe the seasonal availability of fruit, the imperfections of natural produce, and the considerable waste that occurs before fruit even reaches supermarkets. This hands-on encounter helps people appreciate the labor and time involved in food cultivation, fostering a deeper sense of psychological ownership.

Psychologist Carey Morewedge, chair of the marketing department at Boston University’s Questrom School of Business, notes that active participation in picking fruit intensifies the feeling that the harvest is personally owned. This sense of ownership, distinct from legal possession, increases individuals’ valuation of the food and decreases the likelihood of wasting it. Research indicates that effort and control over the acquisition process enhance attachment to possessions from an early age.

While store-bought fruit remains convenient and appealing, the emotional and educational benefits of pick-your-own orchards contribute to their enduring popularity. These experiences allow consumers to reconnect with the seasonal cycle, the labor behind food production, and a sense of personal investment that modern supermarkets often obscure.