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Goulburn Region Tourism - News

Melbourne backs The Goulburn Region

City pop-up brings bushfire-affected Goulburn Region businesses to Collins Street 

For two days this March, the heart of Melbourne will host a taste of regional Victoria as Melbourne backs The Goulburn transforms a prime Collins Street address into a showcase of abundance of The Goulburn Region.  

Taking place 26 – 27 March from 9:00am to 6:00pm at 24 Collins Street, Melbourne, the activation will bring together businesses from across The Goulburn Region to connect directly with city audiences, highlighting the region’s produce, products and stories.  

Delivered by Goulburn Region Tourism with support from the Victorian Farmers Federation, the pop-up has been created to support businesses affected by recent bushfires while encouraging Melburnians to discover – and support – the region.  

Jane Lovell, Goulburn Region Tourism’s CEO said “Recovery is a long road for businesses impacted by the recent fires. Some of the businesses present, like Antcliff’s Chase and Municipal Wines were burnt out, losing product and infrastructure. Others were significantly impacted by the threat of fire, road closures, ember and ash damaging produce and an inability to trade during what is a peak time for visitors.  

“We are hoping Melbourne truly does back The Goulburn by dropping in, hearing the stories and purchasing some of our amazing food, wine and other offerings.   

“The Goulburn – that’s the original Victorian Goulburn Region not the NSW version –is just an hour from the heart of Melbourne. It runs from Wallan to Shepparton and Euroa to Murchison and has so much to offer. 

“We are bringing The Goulburn Region to the city to ignite people’s interest in this authentic, welcoming and surprising part of Victoria, she said.  

Visitors can expect a vibrant showcase of regional talent, with local makers, producers and businesses presenting a taste of what The Goulburn Region has to offer. From artisan goods to locally made products, the event aims to spotlight the diversity of the region’s offerings.  

Located in one of Melbourne’s busiest CBD precincts, the Collins Street pop-up will offer city workers, shoppers and visitors the chance to experience the flavours and spirit of The Goulburn Region without leaving the city.  

The event also serves as a reminder that the best way to support regional communities is to visit, shop local and experience the region firsthand.  

Melbourne Backs the Goulburn runs Thursday 26 March and Friday 27 March, 9:00am–6:00pm at 24 Collins Street, Melbourne CBD.  

Melburnians are encouraged to stop by, meet the makers, have a photo taken with a calf and show their support for the region.  

ENDS  

Media enquiries:  
Goulburn Region Tourism  
hello@goulburnregiontourism.com or Jane Lovell on 0448 675 239 

Background  

The Goulburn Region runs from Beveridge in the south, to just past Shepparton in the north and from Violet Town to Nagambie, across to Pyalong. It is made up of the Mitchell, Strathbogie and Greater Shepparton City Councils. Goulburn Region Tourism is supported by the Victorian State Government and the Greater Shepparton, Strathbogie and Mitchell Shire Councils. 

Businesses represented at the pop-up 

  • Antcliff’s Chase (Wine) 
  • Eli & Sun Custom Cakes (Sweet Treats) 
  • Evolve North (Coffee) 
  • Faithfulls Creek (Clothing) 
  • GoAdventureNagambie (Experience) 
  • McIvor Estate Wines (Wine and olive oil) 
  • Mitchelton Wines (Wine) 
  • Mog Brew (Beer) 
  • Municipal Wines (Wine) 
  • Nagambie Brewery (Beer & Gin) 
  • RAGE art exhibition (Event) 
  • Shepparton and Goulburn Valley (Visitor Centre) 
  • Tastes of The Goulburn (Event) 
  • Trawool Estate (Accommodation and dining) 
  • Young Tree Wines (Wine) 

There will also be fruit and “Goodies from The Goulburn” take home bags available.