The Griffith Business Chamber was awarded a $25,000 grant to begin a branding campaign to have the region recognised as an area producing high quality food, produce and beverages.

The city’s potential in those areas is nothing new to Cassandra Cadorin from Bella Vita Tours.

As someone who spends her days showcasing all Griffith has to offer, she said the push to develop a brand was a “brilliant idea,” so long as it was done properly.

“Sometimes we have a band-aid solution when what we need is a five year plan,” she said on Monday, highlighting the further benefits such a brand could have for tourism in the city.

“We need to advertise our area as a tangible product – a Griffith you can taste, eat and smell – we need people to come here and stomp grapes or cut wheat so they have those memories,” she said. “I do hope this is the first step there...I would really like to see this happen and be done well.”

Ms Cadorin said Griffith needed to look to other regional towns, including Orange and Mudgee, which have successfully developed brands to market their region and produce, to ensure it is done sustainably and successfully.

Phase one of development of the Griffith brand will see Deakin University assist the chamber in focus groups with community and industry stakeholders.

With so many young people leaving Griffith, Ms Cadorin said it is vital processes include younger people in the business and tourism communities.

President of the Business Chamber Paul Pierotti said the chamber has been working towards a brand for the past three years.

With Griffith already producing some of the most high quality, sustainable and green produce in the world Mr Pierotti said this would benefit farmers on a national and international market.

“We need farmers to be able to be price makers not price takers,” he said. “Having a label of integrity will help them market their goods.”

Foodies boost Griffith tourism