Beyond pumpkin spice: How agritourism can capitalize on fall's expanding flavor palette

Pumpkin has dominated autumn marketing for more than two decades, but agritourism businesses can offer visitors something beyond it this year. Caramel apple, maple, pecan, cinnamon and brown butter are gaining attention, offering farms, orchards and rural attractions new ways to turn seasonal flavors into memorable experiences and generate additional revenue.

A build-your-own caramel-apple station is a great premium upsell for fall festivals.

Caramel apple is emerging as pumpkin spice's strongest competitor. DoorDash data place caramel, apple, and cinnamon ahead of pumpkin as the top fall flavors by order volume. For apple orchards, the trend is a natural fit. Caramel-apple flights, cider doughnuts, apple-pie beverages, and build-your-own caramel-apple stations can transform familiar products into premium experiences that encourage visitors to stay longer and spend more.

Maple offers similar flexibility. Its rich, woodsy character complements coffee, cider, pancakes, nuts, baked goods, and even savory glazes. Farms can feature maple in tasting events, on brunch menus, in gift baskets, or during demonstrations that connect the finished product to its agricultural origins. Pairing maple with pecan, brown butter, or sea salt can make traditional offerings feel fresh without sacrificing their nostalgic appeal.

The key is not to eliminate pumpkin spice. It remains popular and instantly recognizable. Instead, agritourism operators can offer a broader “harvest flavor” experience. A 2024 survey cited by FoodNavigator found that cinnamon, salted caramel, and candy apple ranked higher than pumpkin spice as consumers' favorite fall flavors.

That variety can become a marketing asset. A weekend flavor festival might invite guests to sample pumpkin, apple, maple, and pecan treats and then vote for a favorite. Farm stores can bundle locally made syrups, preserves, candies, and baking mixes into themed boxes. Social media campaigns can spotlight a different flavor each week, giving customers a reason to return throughout the season.

Agritourism businesses are uniquely positioned to benefit because they can offer more than a flavored product. They can connect taste to place: apples picked from the orchard, maple served near the trees, and baked goods enjoyed beside the farm that inspired them. Pumpkin spice still belongs at the table, but this year, making room for other harvest flavors may yield a richer, more profitable fall season.

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