Will Culler

Senior Agribusiness Extension Agent
Lexington County Coordinator
Agribusiness Program Team, Lexington County Cooperative Extension Office, Newberry County Cooperative Extension Office, Saluda County Cooperative Extension Office

Office: Lexington, SC
Phone: 803-206-9795

Email: wculler@clemson.edu

Educational Background

Ph.D. Parks, Recreation, and Tourism Management
Clemson University 2022

M.S. Agribusiness
S.C. State University 1998

B.S. Agriculture and Applied Economics
Clemson University 1995

Courses Taught

PRTM 498, Agritourism Creative Inquiry
PRTM 398, Agritourism Creative Inquiry
PRTM 298, Agritourism Creative Inquiry
Certified business coach and facilitator, Kauffman Foundation
Certified instructor, NxLeveL Education Foundation

Profile

Will Culler has past experience in the financial services industry in a variety of capacities including researching and extrapolating demographic and social issues for community and industry planning. He also has significant experience in helping communities address critical and controversial public issues, such as dealing with growth at the rural/urban interface. Dr. Culler oversees student-based research activities for agribusiness and tourism and maintains an active scholarly research agenda while compiling and maintaining a research library of resources and expertise. In addition, he facilitates and administers agribusiness development programs for rural and metropolitan areas of South Carolina based on various Agribusiness training curriculums. He continues to provide leadership, facilitation, and strategic planning for programs that enhance the lives and economic well-being of local citizens and communities including agritourism development and agriculture marketing programs that generate opportunities for youth and adults.

Research Interests

Agritourism
Enterprise Diversification
Farm Direct Marketing
Farm Tours
Agritourism Operator Collaboration

Extension and Outreach

- Principal Investigator, USDA NIFA Enhancing Agricultural Opportunities for Military Veterans Competitive Grants Program Sub-award.
- Co-PI/Midlands Region Coordinator: The South Carolina New & Beginning Farmer Program
- Development of a price discovery tool in cooperation with specialty crop producers, farmers' markets, market managers, and agribusiness stakeholders to benefit fruit and vegetable production in the state. With Kevin Burkett, CPA

Publications

Culler, W. (2025). Agritourism in South Carolina: Experience-Driven Strategies for Success. Clemson Cooperative Extension. Retrieved from https://hgic.clemson.edu/factsheet/agritourism-in-south-carolina-experience-driven-strategies-for-success/

Schmidt, C., Entsminger, J. S., Culler, W., Cornelisse, S., Schweichler, J., & Lamie, D. (2025). Insights on agritourism among South Carolina producers: Evidence from the 2024 National Agritourism Producer Survey. Manuscript in progress.

Culler, W. (2025). The Farm Direct Marketing Workshop Series [Video series]. Clemson University, Clemson Online.

Culler, W. (2024). 2024 Ag + Art Tour Impact and Evaluation. Clemson University Extension.

Culler, W. (2022). An Intergenerational Study of the Entrepreneurial Nature of Agritourism Operators. https://open.clemson.edu/all_dissertations/3072/

Links