Rural City of Wangaratta

Momentum building for ‘Food Bowl’ concept

Initiated by the Rural City of Wangaratta, with the strong endorsement of Wangaratta Unlimited, the concept of an Alpine Valleys ‘Food Bowl’ is building momentum.  Project Manager, Graham Nickless, says the interest and momentum already stimulated is extremely encouraging.

A reference group is guiding the project and engaged specialist agrifood consultants McKinna et al Pty Ltd to develop a marketing prospectus.  The prospectus was formally launched at Brown Brothers Epicurean Centre on Thursday, 25 February 2010.

Now under the established brand of Alpine Valleys Agrifood and with a catch cry of ‘Growing at a Higher Level’, the compelling attributes of the Ovens and King Valleys (Alpine Valleys) region will have an elevated profile as a sustainable and competitive location for the production of high value agricultural products.

Whilst marketing and investment attraction are pivotal elements in progressing this initiative, the business development role of working with existing supply chain operators and local farmers is of critical importance.

This initiative is largely being driven by the desire to find replacement agrifood opportunities on land previously committed to tobacco production in the rich soils of the Alpine Valleys. The marketing prospectus articulates ‘10 good reasons to do business in the Alpine Valleys’, these are:

production capacity;  reliable, clean, low-cost water;  microclimates that provide diversity and mitigate risk;  accessibility to key markets;  established agricultural expertise;  a strong network of agrifood service providers;  exceptional liveability;  a skilled and reliable workforce;  cost-efficient, flexible freight and logistics services; and business friendly community and local government.

The reference group is well aware it won’t be just one crop or product that will drive Alpine Valleys Agrifood’s success, but rather a raft of different endeavours.

What we do know is that food security is of upmost importance to the general public, both domestically and increasingly with our export markets.  We are also well aware that a number of the traditional horticultural regions are no longer sustainable and growers will need to consider alternate locations.

This current momentum will ensure the Alpine Valleys further progress with new and existing supply chain stakeholders being made aware of the opportunities and advantages of ‘Growing at a Higher Level’.

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