Queens County Farm Museum in New York City serves as a reminder of the rural ideal, with its pumpkin patch attracting visitors who want to maintain connections to nature. Pumpkins have become a symbol of this connection, with Americans driving hours to purchase them and small towns hosting pumpkin festivals. The popularity of pumpkin pie and jack-o-lanterns has helped rejuvenate small family farms, with companies like Libby's relying on small-scale farmers for their canned pumpkin filling.
QUEENS COUNTY farm museum is one of the few pastoral corners in New York City. It has an apiary, an orchard, livestock and, in autumn, a pumpkin patch. Parents take photos of their tykes, some dressed as pumpkins, sitting on a mound of pumpkins. Twenty-somethings, hoping not to look like pumpkins, strike poses next to hay bales and post them on Instagram. This meeting of big tech and smallholding might seem as natural as a Clarendon filter. In fact the two go together.
“The crazy thing is, that the popularity of pumpkin pie and the jack-o-lanterns is helping, has helped to rejuvenate small family farms,” she adds. Libby’s, which produces most of the canned filling for pumpkin pies, relies on a few dozen small-scale farmers. According to NIQ, a market-research firm, nearly $820m of pumpkin-related products, which includes everything from pumpkin candles to pumpkin cinnamon bagels, were sold over the past year, a 9% annual increase.
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