Murray Regional Tourism has initiated the Murray Farm to Plate (F2P) Program to achieve our objective of developing the region as a renowned agri and culinary tourism destination. The aim of the Murray F2P program is to improve the quality, authenticity and availability of locally produced food and beverage experiences for visitors and locals in the Murray region. The program is aimed at businesses throughout the entire supply chain and includes producers, transport operators, wholesalers and distributors connecting to the food service and independent retail businesses.
The first stage of the project is development of a regional Farm to Plate Strategy. The strategy is designed to identify what the region is doing well, the opportunities, challenges, and gaps. To do this we need to understand the supply, demand and distribution challenges and opportunities around regional food and drink.
The Regional Strategy covers the Murray Region from Albury Wodonga to Mildura Wentworth. In addition, a series of five local cluster plans will be created to enable local communities along the Murray to develop their own approach to developing the agri/food and tourism sectors.
Following the Murray Farm to Plate (F2P) Program strategic work, Murray Regional Tourism has taken the opportunity to examine opportunities for the region and is pleased to present a two year action plan that it is working with partners to implement.
The Murray Farm to Plate Program is a regional cross-border initiative and has been proudly funded by the NSW Government in association with the Victorian Government, Local Government partners, and Murray Regional Tourism.