I am a farmer and trips like these are actually very common in our industry. Most of the trips are rewards for farmers who either sell a product as a side line for a company and meet certain sales goals, or for very large users of chemicals who are rewarded for their business.
Some neighbors just returned from Hawaii a couple of weeks ago on a trip provided by a seed company they sell for as a side line business. 5 nights on Oahu with airfare, hotel, excursions, and almost all meals paid for by the company. Another seed company regularly sends farmer/dealers on trips to Cancun, Alaskan Cruises, Las Vegas, snowmobiling in Yellowstone, etc.