Shepparton Food Hub, Goulburn Valley

Since February 2013, I have been developing a promising and exciting project "Shepparton Food Hub" in collaboration with the City of Greater Shepparton and Pollen Studio (landscape architecture firm).  The vision at Council is forward thinking and they are very keen to make some special projects around local food systems happen in their community. The Goulburn Valley is known as not just Australia's Food Bowl, but South East Asia's Food Bowl. We are exploring new local food services, new business / enterprise models, a beautiful place to design that people can enjoy, providing a place that makes local food accessible to all.

To follow social media on the Shepparton Food Hub project visit the Greater Shepparton Facebook Page


Beginnings of the Local Food Hub Project

The most important aspect of a project like this is to engage the community and find out who the key community people are who want to create changes. I have been out onto a lot of farms, to community events and meetings. There is a sense of optimism and need to take action in the air at Shepparton.

I am going to share with you some images of our work so far, and these will help to ‘paint a picture’ of what we are doing. This project is going to be a major project for my PhD, where I apply Service Design and Design Led Innovation.

My colleagues Dan and Flynn from Pollen Studio

My colleagues Dan and Flynn from Pollen Studio

Local Food Lunch we ran to meet each other and share ideas on what this 'Food hub' will be.

Local Food Lunch we ran to meet each other and share ideas on what this 'Food hub' will be.

Local Food Lunch "Bring your Ideas to the Table"

Local Food Lunch "Bring your Ideas to the Table"


I went onto farms, into local cafes and community places to meet people and ask them to share their story. These "Food Stories" are an outcome of those wonderful meetings and discussions I had.

Visioning, sharing IDEAS at "Local Lunch - Bring Your Ideas to the Table".

Visioning, sharing IDEAS at "Local Lunch - Bring Your Ideas to the Table".

Picture 53


Second workshop was bringing the Creative Ideas through to Innovation and Projects using Design Led Innovation techniques (which is what my PhD is focussed on). We designed 14 projects and 4 overall business models for the day.

Meeting Anna Monichino at her family run winery in the Goulburn Valley.

Meeting Anna Monichino at her family run winery in the Goulburn Valley.

Meeting Giulio at his farm in Shepparton, Goulburn Valley

Meeting Giulio at his farm in Shepparton, Goulburn Valley


About the Goulburn Valley and The City of Greater Shepparton

The Goulburn Valley is a region of Victoria, Australia. The region consists of those areas in the catchment of the Goulburn River and other nearby streams, and is part of the Murray-Darling Basin. The Goulburn Valley is bordered on the south by the Great Dividing Range and to the north by the Murray River, the state border with New South Wales. The region is one of Australia's most productive and intensively farmed areas and is predominantly irrigated. The major regional centre of the Goulburn Valley is the city of Shepparton. Other important regional centres include Echuca, Benalla, Yarrawonga, Kyabram and Seymour. www.greatershepparton.com.au