Producers equipped for agritourism

BALLARAT Regional Tourism’s recent Artisan Experience Development Program has aimed to get Central Highlands-based producers into agritourism.

Former CEO of Food and Wine Victoria, Natalie O’Brien, worked with local businesses including Kilderkin Distillery, Black Cat Truffles, Aunty Jacks and Saltbush Kitchen, helping the enterprises create Made of: Ballarat agritourism experiences to engage visitors, and educate them.

Ballarat Regional Tourism CEO Sarah Myers said the offerings developed, from beekeeping to truffle hunting, are immersive and unique.

“These new… visitor experiences truly showcase the sector’s excellence and further position our region as a premier tourism destination,” she said.

“We know just how amazing our local artisan makers and producers are, and by developing these bookable experiences, we now have the opportunity to share their qualities with a broader audience.”

Mrs Baker’s Still House, Inglenook Dairy, Eastern Peake Winery, Backyard Beekeeping Ballarat, Tuki Trout Farm and Karon Farm Coffee were also part of the program.

Black Cat Truffles owner Kristen Simpson said the guidance has helped her optimise their visitor experience and marketing strategy.

“We are excited about being part of a local collective of like-minded small businesses which both individually, and as a group, will enjoy greater profile and an enhanced reputation by participating in the Artisan Experience program,” she said.

“We are confident that this initiative will act as a further drawcard to bring foodies and agritourists into our area and feel that the momentum it develops will continue to build exponentially as visitors discover even more about the region whilst exploring the offerings of small businesses such as ours.

“This region of Victoria is quite extraordinary. It comprises a corridor of continually expanding artisanal gems representing a huge variety of different food and beverage establishments, each punching way above their weight in terms of the quality of their produce, the authenticity of their origin and production, their presentation, and the overall experience each business offers to its visitors.”

Aunty Jacks spokesperson Grant Hirst said the program has united likeminded people in enterprise.

“The Central Highlands is full of talent. Being so close to Melbourne, the opportunities for continued growth in the region are enormous,” he said.

“Setting up an agritourism opportunity with other artisans will greatly increase awareness of the talent.

“At Aunty Jacks we have created a unique brewhouse, with great food and extensive sustainability principles. Being part of this program will help us to be known to a wider audience.”

The Artisan Experience Development Program has been supported by the Agriculture Victoria Small-Scale and Craft fund.