BALLARAT’S local produce is set to be put in the limelight in an effort to prove to Melbournians the city has what it takes to become a top notch foodie destination.
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Ballarat Regional Tourism has partnered with Broadsheet Melbourne to bring a pop-up restaurant to the city, a first of its kind in regional Australia.
The month-long campaign, Restaurant Ballarat, will see a series of food-related events held in the city aimed at showcasing the best food, wine and produce the region has to offer.
Ballarat Regional Tourism general marketing manager Louise Laing said the campaign was a “big deal” for Ballarat.
“Locals know our food and produce scene in Ballarat and surrounds is phenomenal, but it seems to have been a well-kept secret,” she said.
“When we did some research into Melbourne, it told us that nine out of 10 Melbournians don’t consider Ballarat as a food destination. This really surprised us given how many great food experiences we have.
“We see this as an opportunity to change perceptions and showcase the great local hospitality and produce we do have.”
The campaign will launch next week with a day of personalised food experiences curated for more than 20 social media influences whose followers exceed more than one million.
This will be followed by a four-course, locally-produced collaborative dinner cooked by some of Ballarat’s best chefs including Catfish Thai’s Damien Jones, Peter Ford, Mitchell Harris Wines’ John Harris and Salt Kitchen Charcuterie Mick Nunn.
“We’re highlighting the fantastic local chefs, restaurants, producers and beers and wines from our region… the aim of this campaign is to raise the profile of Ballarat as a food and wine mecca in a way that is genuine to Ballarat. It’s time we celebrate and share what we’ve long known,” Ms Laing said.
“Increasingly consumers have a real interest in where their food is coming from, who is growing it and how they can be immersed in the experience. This particular event is fantastic exposure for our producers to more than one million people.”
The initial pop-up restaurant will be followed by four Sunday Roasts which will be open to the public. The roast series, which is designed to showcase the best local cuts, will be held each Sunday between May 29 and June 19 at Housey Housey.
Tickets are currently on sale.
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