In the third and last instalment, Upper Murray Incorporated (UMI) is championing innovation opportunities to develop the region.
Post bushfire recovery, agriculture remains a priority for UMI and the Agricultural Recovery Working Group has now become focused on areas identified in the Upper Murray 2030 Vision Plan.
Diversity enables resilience and the vulnerability of farmers relying solely on the stability of standard beef or milk prices is a catalyst for this group to investigate what options are worth exploring.
Research and consultation with experts from the beef industry have indicated that the Upper Murray region provides some of the best grass-fed beef in Australia and there is an opportunity to value add. Some farmers are also interested in integrating ‘on farm’ processing as part of a broader business proposal.
Diversification into horticulture and the branding of Upper Murray cropping and produce is also part of the scope.
The working group will seek funding to develop an agricultural business plan that will explore different initiatives to build resilience by researching, testing, and showcasing value adding and diversification opportunities and building on past experiences. It will also describe how the Upper Murray brand can provide a return on investment in local agricultural products.
On the tourism front, enhanced visitation experiences were identified as key to creating unique and sustainable tourism products during the 2016 consultation for the 2030 Vision plan.
The four areas identified were nature-based activities; bike trails; high-country culture; and practices and farm gates.
Working with both Snowy Valley and Towong Shire Councils, UMI has been instrumental in projects including the Great River Road and its sculpture trail, which will soon have four new artworks added, the tourism guide and the Upper Murray Tourism Expo.
In 2022, UMI worked extensively with renowned marketing company US+US to create an authentic Upper Murray identity (pictured) that would help us stand out in a competitive industry without compromising the integrity of our extraordinary part of the world.
This included the update of the tourism guide already available and the Upper Murray website which will be launched very soon.
Meanwhile, UMI has agreed to be a partner in an exciting project called ‘Innovation Upper Murray’, that builds on the substantial work in the Upper Murray 2030 Vision and the Community Recovery Plan.
Using a new place-based strategy in regional development and supported by Upper Murray Community Recovery Committee, Towong Shire Council, the Victorian Department of Energy, Environment and Climate Action and RMIT University, the project’s ambition is to champion exciting innovation opportunities derived from our region’s strengths.
‘Innovation Upper Murray’ kicked off in February 2023 and an update on the initiative’s progress will be available in the next few weeks to encourage further community contribution to develop the next steps.
From UMI’s perspective, ‘Innovation Upper Murray’ is a unique opportunity to identify and support the implementation of projects that will help the region realise the 2030 Vision Plan.
This article appeared in the Corryong Courier, 21 September 2023.
Related story: Community plan has been bearing fruit.
