Wednesday,
19 February 2025
Celebrating heritage

A VIRTUAL who's who of Myrtleford attended the La Fiera fundraiser last Sunday evening, with more than100 people filling St Paul's Anglican Church Hall for the event.

The night was also a time to meet this year's Young Ambassadors and reflect on the event's 13 year history and the plans to continue the popular three–day event well into the future.

La Fiera spokesperson John Costenaro said the fundraising evening was important to the La Fiera committee, not only as one of the main events of the festival but also because it brings the community together.

"It's so very well–supported through local community and Italian groups and other very generous people," he said.

"This is really a good start for the festival for us which we can build on from here."

La Fiera convener John Reynolds–Smith told the assembled crowd there were two equally crucial ingredients to the festival's ongoing success.

"Firstly, a passionate and dedicated grouping of Myrtleford Circoli–Italian Clubs, and businesses who present year after year, the deliciousness of Italian regional cooking and wonderful Italian wines," Mr Reynolds–Smith said.

"Secondly, the commitment of the Myrtleford Chamber of Commerce and Industry (MCC&I) to promote the economic wellbeing of Myrtleford whilst acknowledging the Italian contribution to this town and region."

He said the shutdowns and difficulties of the COVID years have intervened to sharpen the committee's focus.

"Simply put, we had to embrace, in part, the maxim of "the user pays", or in our case, attendees needed to contribute to not only ensure we could 'open the doors' each year but also ensure there would be minimal costs on the participating Circoli, and so help those clubs to fund raise, and finance and promote their activities through their (and Myrtleford's) Club Savoy," Mr Reynolds–Smith said.

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"The festival will always have challenges, the largest perhaps being the handing on of the Italian culture to the younger ones.

"The Young Ambassadors movement is for instance one initiative, I believe, that could and perhaps should be fully embraced by the Circoli to act as mentors, provide encouragement and financial support for this ongoing Young Ambassadors program."

MCC&I secretary Kerry Murphy outlined the history of the La Fiera Festival which was started by the MCC&I for the economic benefit of Myrtleford and to get Myrtleford on the tourism map.

"The festival was the brainchild of Noel Stone, former president of the Chamber of Commerce, and was in direct response to the closure of the tobacco industry and the loss of an estimated $95 million to the local economy in 2006.

"There was a deliberate and thought–out process, determining Myrtleford's unique selling point, and what could we offer that is different to other regional towns and unique to Myrtleford.

"The obvious one was Myrtleford's connection to Italian culture and heritage.

"La Fiera 's point of difference and strength of the festival is having the local Circoli catering at the Wine & Food Festa with Alpine Valleys Vignerons.

"Food and Wine events happen around the country as do Italian Festivals, but none have the heart and soul with genuine traditional regional food offerings as Myrtleford's."