Jimmy Carter Jr. is upholding a family legacy over 85 years in the making. He runs Southern Belle Farm in McDonough, Georgia, alongside his son Jake, excelling in agriculture and agritourism thanks to his background in dairy science and a desire to innovate. After serving two years in the Army, Jimmy returned to the farm, which emerged from his grandparent’s and father’s entities, laying the foundation for a thriving destination for tourists and visitors.
Jimmy Carter Jr. and Southern Belle Farm: Adapting to the Agricultural Landscape
With a background in dairy science, Jimmy Carter Jr. proudly owns and operates Southern Belle Farm in McDonough alongside his son Jake, a direct continuation of the family business that has been running for 85 years. Growing up on two dairy farms owned by his grandfather and father, respectively, Carter has proven adept at adapting to the ever-changing agricultural landscape. He continually makes improvements to ensure the longevity and success of Southern Belle Farm.
Jimmy Carter Jr., an alumnus of dairy science, proudly owns and operates Southern Belle Farm in McDonough alongside his son Jake, a direct continuation of the family business that has been running for 85 years. With his background in dairy science, Carter has proven adept at adapting to the ever-changing agricultural landscape, having grown up on two dairy farms that his grandfather and father owned.
After serving two years in the army, Carter returned to his family farm and combined the two into one entity. With the start of the dairy buyout program of the 1980s, the farm shifted its focus from dairy to cattle, and Jake joined the family business not long after, in 2003, upon obtaining his management degree from UGA.
He then had an epiphany that marrying farming and tourism could be an opportunity. Driven to create a sustainable future for the farm, he boldly decided to open it up to the public, despite the initial hesitation. Carter’s perspective shifted: “If people want to come to the farm, let’s let them in.” His passion and entrepreneurial spirit have driven the family farm into a thriving agritourism destination today.
As a testament to his success, Southern Belle Farm has welcomed over 500,000 visitors yearly for tours and fresh produce, been recognized on the UGA Alumni Association’s Bulldog 100 list of the fastest-growing businesses owned or operated by UGA alums three times in 2021, 2022 and 2023, and continues to be a popular spot for field trips, educating an estimated 40,000 children each year. Carter’s inspired vision and leadership have certainly paid off.
“Know your farmer, know your food” has become the mantra of Southern Belle Farm visitors seeking a safe and reliable source for their produce. The farm has successfully adapted to meet these demands, providing a unique experience that consumers can’t find anywhere else.
Planning your visit to Southern Belle Farm is easy; visit southernbellefarm.com for more information. Additionally, the University of Georgia College of Agricultural and Environmental Sciences (CAES) provides an excellent opportunity to connect with alums with first-hand farm experience. Visit caes.uga.edu/alumni for details.
The Carter family’s legacy speaks volumes about the power of entrepreneurial spirit and hard work. From two dairy farms to one expansive agritourism destination, Jimmy Carter Jr., with his background in dairy science, and Jake, with his management degree from UGA, strengthened their family business through innovative thinking and a dedication to modernizing and expanding Southern Belle Farm into one of the most sought-after destinations for local tourists. They demonstrate that green economic opportunities are viable in any corner of the world; we must be open to change and think outside the box when reimagining our futures.
