Farming real estate? Challenges and opportunities for agribusiness on the urban fringe: Yarra Valley region

Funded by the Department of Employment, Workplace Relations and Small Business under the Regional Assistance Program (RAP), this project was commenced under the working title of the Yarra Ranges Agribusiness Resource Profile and Opportunity Audit. As this title suggests, its essential aim was to gather as much information as possible about the agricultural produce grown in the Shire of Yarra Ranges, the quantities grown and its economic value. The study was aimed also at discovering the issues impacting on the agribusiness sector in this region; the advantages, the impediments to growth, as well as any potential opportunities that might be of benefit to the sector. In addition the project aimed to produce an online register of regional agribusinesses. During the inception of the project, the Shire of Nillumbik was also included as a project partner. Surveys were mailed to 2340 farm-rated properties in Nillumbik and Yarra Ranges and 304 regional members of industry sector associations. As a follow up, approximately 1200 people residing in this region were surveyed by telephone. Additional detailed information was gathered through nine focus groups and five series of interviews with members of the region's major agribusiness sectors. In addition, desktop research reviewed relevant reports and sourced additional data to inform the project that was conducted between March and November 2000. The Yarra Ranges and the Shire of Nillumbik are characterised by large areas of rural-zoned land and, particularly in the Yarra Ranges, a significant rural industry. The strengths of the region, more fully described in the focus group and survey response sections, are mainly the climate, soils, rainfall, proximity to markets and the rural support industries that have grown up around strong regional agribusiness. The considerable natural beauty of the region and a growing reputation for fine food and wines has led to increased tourist visitation and value-adding opportunities for regional agribusiness