7.4. THEME 4: FOOD, DRINK AND AGRIBUSINESS

7.4. THEME 4: FOOD, DRINK AND AGRIBUSINESS

OBJECTIVE 3 Improve the Murray’s food and drink offer by encouraging primary producers to develop tourism infrastructure, promoting the use of local produce and the development of diverse and unique dining experiences.

Some of Australia’s most productive agricultural land is located within the Murray Region, including broadacre farming, dairying, and significant areas of irrigated fruit production. Some of the largest vineyards are also located in the Western and MidWestern Murray, along with many other wineries throughout most of the Murray Region.

Although there is no doubt that the region’s food and wine production is agriculturally significant, there is limited opportunity for visitors to the Murray to engage with food experiences. Outside of the successful food based touring route in the Cobram area, there is limited farm gate operations or opportunities for visitors to have an agricultural experience. Wine is in a similar situation: many recognised wine labels run vineyards throughout the region but not cellar doors.

Since the previous DMP the region has improved its food and drink offer with new businesses having set up along the length of the Murray to deliver contemporary food experiences. There still remains dining opportunities at waterfront locations such as in Deniliquin, Corowa, Wentworth and Koondrook.

A major change since the last DMP in 2012 is the general rise of distilleries, cideries and craft breweries in Victoria and NSW. A new gin distillery has been established in Mildura and a whisky distillery in Corowa. There remains further opportunity for investment in craft beverage tourism. 7.4.1. GAME CHANGER PROJECTS

MURRAY AGRI AND CULINARY TOURISM EXPERIENCE PROGRAM

Description

The Murray is at the heart of Australia’s largest food bowl, incorporating the Goulburn Valley, Murray and Riverina. Access to fresh local quality produce however is difficult in the region due to large commercial supply chains bypassing local food retailers.

The purpose of this program is to realise the Murray’s potential as an agritourism and culinary tourism destination. MRT will undertake a specialised program that will focus on developing the region’s product and experience offering to consumers by focusing on improving the quality, authenticity, and number of offerings available to visitors and locals.

Stakeholders

• MRT • Agritourism businesses and primary producers • Food, drink and dining retail businesses • Murray River Local Governments • NSW and Victorian Governments

Actions

• Implement the Murray Agri and Culinary Tourism Experience Development Program: • Farm to plate development strategy. • Food and agritourism experience development program pilots. • Product and experience development project roll out. • Establishing critical mass and a viable regional food system by consolidating growth and leveraging opportunities.

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7.4.2. TIER 1 PRIORITY PROJECTS

KOONDROOK BUTTER FACTORY ARTS PRECINCT AND MURRAY RIVER BREWERY

The development of a new brewery and distillery at the Koondrook Packing Shed. The investment would rejuvenate a heritage building, provide a significant new food destination for the region, align and compliment other major tourism investments in the local area, and strengthen Koondrook as a destination.

The co-located Butter Factory is also proposed to be developed into a diverse arts and business precinct with brewing, coffee roasting, chocolate, food and wine, and a range of artists in house.

Ganawarra Shire and RDV are currently working with investors to realise these opportunities.

COROWA DISTILLING EXPANSION PROJECT

Expansion of the popular attraction to include interactive whisky tours spanning 4 levels of distillery, courtyard expansion and beautification for alfresco dining (seating for 180), grounds beautification and street frontage improvement, penthouse level whisky tasting, lifestyle gift store, and photography studio and gallery. 7.4.3. ALIGNED PROJECTS

Projects that are aligned to this theme should be supported. These include:

• Investment in craft beverage facilities: • Cideries • Breweries. • Distilleries. • Winery cellar doors and tourism facilities (accommodation, function centre etc) • Destination dining businesses. • Quality food establishments focusing on local produce. • Agritourism, farm gate, and taste trails. • Capacity and workforce building in the hospitality sector.

MURRAY REGION DMP UP DATE MURRAY REGIONAL TOUR ISM