melbournefoodandwine.com.auIndustry Prospectus

Everything you need to create an incredible meal can be found right here in Victoria, with a bountiful supply of delicious fresh produce and exceptional wines grown, harvested or made within a few hours of wherever you are in Victoria.

Put Victoria on Your Table – the philosophy

Put Victoria on Your Table (PVOYT) is a call to action for consumers and industry alike to connect with local makers, growers, manufacturers and producers and to contribute to the ongoing growth of Victoria’s food and wine industry.

Established after the Victorian bushfires of 2009 when the need for industry support was critical, PVOYT is a state-wide campaign led by the makers of Melbourne Food and Wine Festival and supported by the Department of State Development, Business and Innovation to encourage consumption of, and loyalty to, high quality food and wine of Victorian provenance.

Year round, Melbourne Food and Wine develops and executes key programming and marketing efforts to educate consumers about the abundance of high quality Victorian food and wine and the community, environmental and health benefits associated with supporting local industry.

PVOYT holds two themed seasonal campaigns each year – The Roast Collection in June and The Spring Graze in September – with the ‘Put Victoria

on Your Table’ message also heavily celebrated and profiled throughout the Festival in March.

PVOYT has also been used as the branding device for selected Victorian Government-led food and beverage initiatives both locally and overseas including: Shanghai, India and China trade missions and various trade fairs in Hong Kong, USA, Japan, Dubai, Korea, Indonesia and Singapore.

In the domestic market alone, over 1,710 Victorian food and beverage businesses have participated in PVOYT led events and activities, engaging with approximately 219,000 consumers and generating in excess of $24 million in publicity value.

The PVOYT brand has been activated via a dedicated events program delivered by Melbourne Food Wine and further supported by numerous Victorian businesses including over 340 Victorian IGA stores, wineries, restaurants, bars, artisan producers, manufacturers, caterers, farmers’ markets and retailers.

Why you should get involved Buying local gives you access to an abundance of high quality seasonal produce, while at the same time supporting high quality Victorian producers and the local community.

What better way is there to celebrate Victoria’s expansive food and wine industry than by putting Victoria on your table?

Benefits of embracing the PVOYT philosophy Join with us in embracing the PVOYT philosophy with benefits including:

1. Inclusion in an integrated annual marketing and communications campaign nationally including press, online advertising and publicity

2. Promotion on melbournefoodandwine.com.au, which attracts 230,000+ unique visitors during the six-month Festival campaign period (October - March)

3. Promotion to Melbourne Food and Wine’s online community of 80,000+

4. Collaboration with Melbourne Food and Wine on bespoke events and promotional opportunities

5. Use of the PVOYT stamp on menus, posters, promotions etc that celebrate your connection with PVOYT

6. Each venue receives an allocation of PVOYT branded point-of-sale material

The next steps. Please contact the Melbourne Food and Wine team to discuss this opportunity further.

Program Manager03 9823 6104info@foodfest.com.au

melbournefoodandwine.com.au

Circa, The Prince

Victoria’s dairy industry is the

dominant contributor to milk production in

Australia and accounts for more than 65%

(5.8 billion litres!) of annual national milk

production#.

Victoria is Australia’s largest stone fruit producer, producing 56% of the nations apricots, 65% of

nectarines, 82% of peaches and 56% of Australia’s plums*.

Victoria’s exports of horticulture

products account for over 37% of

all Australian exports.

# Department of Primary Industries, "Dairy Industry Profile," Department of Primary Industries, 2012. * Australian Bureau of Statistics, "Cat 7121 - Australian Agricultural Commodities 2010-11," 2012.

Grain is grown on approximately 5,500

farms in Victoria*.

Circa, The Prince

Circa, The Prince

Arts Centre, Melbourne

Arts Centre, Melbourne

Arts Centre, Melbourne

IGA is proudly championing the PVOYT philosophy in over 340 stores across our state.

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Put Victoria on Your Table by enjoying the bountiful supply of food and wine regions across our state.

Phillip Island Phillip Island

Greater Melbourne

CaseyFrankston

Warrandyte

Great Ocean Road Bellarine Peninsula

Geelong

High Country High Country

Tatong

Mornington Peninsula

Red HillSorrento

The Murray Echuca

Goulburn ValleyKoondrook

Mildura

Yarra Valley & Dandenong Ranges

HealesvilleMarysville

Mount DandenongYarra Valley

Grampians Hamilton

Goldfields Bendigo

Heathcote Moonambel

Gippsland BairnsdaleBass Coast

Noojee Port Albert

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Daylesford & Macedon Ranges

Bacchus MarshDaylesford

Kyneton

melbournefoodandwine.com.au