History….our origin story of Murrindindi Food and Wine

Murrindindi Food and Wine Inc.’s origin story: here is our journey through events and happenings. This is a work in progress to map our history into one spot.

2002

The inaugural group/members meeting of Murrindindi Food, Wine, and Cultural Group, Butter Factory Yea – 17^{th July} with Jeffry Farman from the Summit group – Flowerdale.
( Rsvp by fax or phone.) President Jeff Sibley.
Murrindindi Food, Wine, and Cultural Special Group Meeting at Beaufort Manor 9^th of October with Guest speaker Leanne Pleash “The basics of setting up a website” and Adam – Dennis – Consonant – 25 businesses/ 45 people attended. Elected Jeff Sibley – Tandara orchards, Greg Jolly – Butter factory in Yea, Anne Ugazio from Beaufort Manor, Sylkie Rees – Rees Miller estate, sam hicks – ross park woolshed. Jackie Ashe, – Taste of Eildon, Don Mc Queen – Hume and Hovel Cricket Group, Wendy Oates, Growlers Gully Wines, and Judy Hoffman – Warrawell Berries.
Successful upgrade of the initial supplier’s guide – printed trifold, featuring a map, wineries, and vineyards ( Acheron Valley Wine Co pl, Antcliff Chase wines, Delatite Winery, Giverny Estate, Growlers Gully, Cathedral Vineyards and Mantirri Blueberry, winery and café. 15000 copies were distributed. Driven by Jo McInnes – Murrindindi Shire Council.

2003

Murrindindi Food Wine and Cultural group meeting at Stonelea Country Estate with guest speaker Suzanne Halliday – founder of the Yarra Valley Regional Food Group – March 12^th
The RSVP email address was Hotmail.

2004

Streetlife Program 2004 – 2006 grant success: $10K x 2 years – “ business link – small businesses linking together” awarded by MP Marsha Thomson – Minister for Information and Communications Technology and Minister for Small Business.
Marmalades won the Melbourne Airport 2004 Victorian Tourism Awards
First Worlds Longest Lunch was held at Maryland’s Country House in March.
A strategic business statement was created, and the group is now known as the Upper Goulburn Food Wine and Culture Group and covers Murrindindi, Mansfield, Strathbogie and Mitchell Shires In alignment with the Upper Goulburn winegrowers region.
The new logo was designed by Adam Baker of Merrijig January.
Marysville music festival sees many members of the group in the inaugural line-up of committee members.
Hon John Pandazopoulos minister for tourism visits Murrindindi.
Upper Goulburn wine and food expo was held in Alexandra, convener was Alex Gillon from Snobs Creek Wines, 80 premium wines on tasting from the region.
Chairperson – Don McQueen, VP Marcus Gillon, Secretary Jackie Ashe, Committee; Jeff Sibley, Kym Stubbs, Lyn Cole, Megan Buntine, Sam Hicks, Susan Kinloch, and Wendy Oates

2005

A business plan was written 2006 – 2009 by consultant Vicki King after many workshops and meetings.
Free product packaging and marketing workshop 9^th of May 2005
President Don McQueen
March sees Upper Goulburn Winegrowers host Mansfield’s harvest Sunday
The wine expo was held 20^th of August, with 18 wineries on display, over 50 wines to taste and purchase ( inaugural Victorian wine week held in 1998 ) presented by Upper Goulburn winegrowers.
In line with strategic planning Murrindindi Food and wine inc is the new name of the group.

2006

The first newsletter, a monthly edition of 2 pages set off in June 2006
Trout festival in 2006,
President Anne Maree Playfair.
GSOGA hit New York that year as well.
Food wine tourism industry forum held at Clearstream Olives late June
AGM held in Maindample 6^th of June
Tourism Victoria board visited to Maryland’s Country House September 2006

2007

President Anne Maree Playfair

2008

2009

Black Saturday bushfires decimate Murrindindi Shire. The group organizes meetings with the state government at Murrindindi Shire Council to talk about the direct impact to producers.
President Mitch McCrae.
Plans emerge to take on the Marysville’s Worlds Longest Lunch

2010

Marysville’s Longest Lunch is held in March at Maryton Park with the Worlds Longest Lunch program via Melbourne Food and Wine festival with special guest Chef Jamie Oliver from the UK.

2011

2012

2013

2014

2015

2016

Deakin University invited MFW INC to be part of their Freelancing Hub Graduate Employment Division.
In February VP Phil Challen, Sec, Sam Hicks and President Rob Mitchell took some “local produce hampers” as a thank you to the participating Students who each made a presentation based on their areas of expertise for a Marketing and Tourism Plan specifically aimed at Murrindindi Food and Wine Inc.
The final “Road Map” document was a 40-page insight in to marketing our group in the coming years.
White paper for discussion re the Code of Practice for our Murrindindi Made Logo.
MOU with the Murrindindi Winemakers commenced.

2017

AGM held at Murrindindi Olive Grove, Yea in November.
Murrindindi Inc’s FoodWorks Murrindindi Business Gala Awards Dinner saw hampers of local produce and Lyn Hickey from Harvesting the Feast showcase the regions produce alongside the Murrindindi Winemakers wines.
Committee Member Chrissi Ridd suddenly passed away – excerpt from Presidents report – “Chrissi was a vibrant, passionate and dedicated committee member. Her dry wit, local knowledge, passion for all things local food and wine and her sense of humour made her invaluable to our journey. Her roles and responsibility within our group were always done above and beyond the call of duty and done with that same great sense of humour. Always seeking out opportunities to further our message of supporting local not far from her mind..”

2018

AGM, and regional produce dinner held At Alexandra Secondary College

2019

Social media campaign in the lead up to Christmas, 77 reasons to buy locally – pdf booklet suppliers guide.

2020

“Put Murrindindi on your Table” campaign development.
AGM held at the Corner Hotel
Covid starts

2021

COVID year
Worked with Murrindindi Shire Council to further extend MFW Inc’s Suppliers Guide.
In April the group was successful with a MSC grant to put together the “Put Murrindindi on Your Table” promotion.
May – James Anderson from Turbo Productions captured footage and designed a video to launch our “Buy Local and Put Murrindindi on Your Table” campaign. The project aimed to showcase several of our local food and wine producers and promote the area to tourists and residents to buy local produce.
Regional produce featured on site at Grant St Grocer for photo shoot and video capture.
July launch of online suppliers guide in flip book format.

2022

AGM at Bonfire Station March ( for 2021 – due to COVID )
Group secures $20K grant Business Chambers and Trader Groups Program Round Three which provided funding for locally-led initiatives that support small businesses.
President Rob Mitchell
AGM The Corner Hotel September with collaborative marketing campaign announcement with Issimo and Buy High Country (market place)
Put Murrindindi on everyone’s table campaign commences with regional producers videos, online campaign with radio and print media underpinning promotional activities.

2023

Grant awarded from the Business Chambers and Trader Groups Program Round Three which provides funding for locally-led initiatives that support small businesses. As part of the guidelines set out by the Victorian Government’s Department of Jobs, Precincts, and Regions, managed by Business Victoria, the group must; enable local business collaboration, educate, inform, and empower small businesses, support small businesses to build digital capability, and help members transition into recovery and restart.
The three projects include; marketing and promotional activities that will support and encourage local business collaboration activities via a Put Murrindindi on Your Table campaign. This will be done by engaging Turbo Productions to create short videos and showcase regional champions. These videos will again be highlighted through paid social media advertisements, inside and outside our region, with regular producer highlights. This ensures regular online content showcasing the region, producers, and the group’s suppliers’ guide from November through March. This was underpinned by advertisements in local print media and on community radio.
Digital development events that will include a social commerce campaign in partnership with the Buy High Country Murrindindi box initiative with Issimo will also include website development and business skill development by upgrading the group’s digital channels to better support members and regional producers to sell online. There will be introductory Zoom sessions on how it works and to encourage sign-ups to be part of the 2-day online sale event.
The final component is business development and local business collaboration, including business skill development, networking, and resource sharing via a mini-jobs expo and digital forum being held in Alexandra at Alexandra Football Club on March 27th.

Put Murrindindi on your table this Christmas campaign. With support from Murrindindi Shire Council, the group launched a buy local campaign that is shire wide. This was a multimedia campaign that worked with over 100 businesses and involved counter cards and window decals.

2024

The group secured funding for a 12-month program of business support. The Murrindindi Business Resilience Project focuses on collaboration, empowerment, and support for all businesses across Murrindindi Shire. Funded via the Business Groups Flood Recovery Grants Program, which is jointly funded by the Australian and Victorian governments under the Disaster Recovery Funding Arrangements,

There are 3 main projects:

An all-year-round shire-wide Buy Local campaign – Put Murrindindi on your table all year and in your Christmas stocking in the lead-up to Christmas 2024.
Networking, online training, and connection activities.
The first networking activity kicked off on February 20 – a business breakfast in Alexandra, the first in a series of shire-wide business activities.
Murrindindi Jobs Expo is to be held in early May.