Murray Now

Mildura Tourism has combined with Tourism Victoria to play an integral role in the orchestration of Mildura’s own Stefano de Pieri recently headlining as top international chef at the largest food and wine show in New Zealand. Held from the 29th July to the 2nd of August, the Auckland Food and Wine show attracted more than 25,000 visitors keen to learn more about their own culinary passions as well as travel opportunities that enable them to appreciate new food and wine experiences.

Rod Towbridge CEO of Mildura Tourism explains, “this show gave Mildura the opportunity to highlight the region as a very appealing destination for New Zealanders who have an interest in following their food and wine interests over to Australia. We’ve found that many New Zealanders who have travelled to Australian capital cities before are keen to explore further and spread their wings into regional areas to experience something a little different.”

“At the Auckland show we were able to reinforce the appealing range of holiday options that exist in Mildura and along the Murray. Many Kiwis are attracted by Mildura’s access from Melbourne — only an hour’s flight to the Mildura region where they can experience great food and wine, the convenience of a large regional centre, the natural landscape of the Murray as well as the nearby outback environment such as Mungo National Park. “

The Auckland Food and Wine show was followed up by an extremely prestigious and successful industry and media lunch. Tourism Australia, Tourism Victoria, Air New Zealand, Qantas, Emirates, as well as New Zealand travel and lifestyle media along with traditional mainstream media were in attendance.

Stefano’s charming down to earth personality and passion for the Mildura region won over the captive audience, giving him the opportunity to promote Mildura and the Murray to key industry and media participants.

Anthony Murphy from Trentham Wineries at Trentham Cliffs in south western New South Wales was part of the Mildura entourage; promoting the unique wine styles of the Mildura district. “Growing conditions are very different than what they were 10 years ago. Our wineries have adapted to these changes producing new varieties of grapes and developing new wine styles. In turn this has produced greater levels of environmental awareness and a greater emphasis on sustainable futures. Results include examples such as some of our locally produced Vermentino, wine probably not that well known only a few years ago and now, very popular,” explained Rod Trowbridge.

Murray River Sun Salt, another wonderful product from the Mildura region was presented to a very captive audience. “The samples of the unusual pink salt were a real hit with the New Zealanders, and they were fascinated by the flaky texture. Being able to explain the harvesting techniques and the nutritional value of the salt intrigued our audience.”

Rod further explained, “21% of Mildura’s international visitors come from New Zealand. The next stage of our NZ marketing efforts will be to assess our most viable options. Being a smaller tourism region that’s developing a growing reputation in New Zealand, our ongoing marketing strategy will be to ensure we keep capitilising on the knowledge and understanding that exists in the NZ marketplace.

We will tailor activities that maintain our presence while at the same time growing the levels of understanding and awareness that New Zealanders have about Mildura’s product mix. ”

There’s also been some early success from the Auckland event. One group booking for 24 people has been made at Stefano’s restaurant, while several houseboat bookings as well as a day-tour coach booking have been made with various local operators.

Probably not surprising considering the NZ interest in Stefano. For those who have eaten at Stefano’s, there’s general agreement for a re-booking again after experiencing his unique cooking talents and flavours of the Murray!