GREATER Shepparton has been identified as one of 20 regional centres that would benefit from new investment to strengthen nationwide regional renewal.

Early March saw the launch of the National Farmers' Federation's Regional Development Precincts at the SPC headquarters in Shepparton, with Infrastructure Australia adding weight to the NFF's proposal with the recent release of their Regional Strengths and Infrastructure Gaps report.

Fiona Simson, president of the NFF, said that the fate of agriculture and regional communities is inextricably linked, and for agriculture to thrive, strong regional communities are needed.

"It's an exciting time in rural and regional Australia as thousands of people recognise the potential in our regions, but we need a strategy and the right infrastructure to support this population growth, providing the same services people expect in urban areas, while also creating new opportunities," said Ms Simson.

"By having a clear picture of our regions' strengths and gaps combined with the recommendations in both reports we can hit the ground running, capitalising on the recent regional population growth and opportunities in domestic manufacturing capabilities."

The Greater Shepparton region has nearly 70,000 residents and a regional economy spread across 2422 square kilometres that generates an estimated $3.7 billion per year.

Geraldine Christou, the director of Sustainable Development at Greater Shepparton City Council, said that the region has been pro–actively advocating for infrastructure and supporting programs to further grow the agricultural sector, as well as making the region a more liveable and inclusive city.

"Such focused economic initiatives are crucial to help the region pivot away from the disruption of the pandemic," Ms Christou said.

Combining its investments under the brand 'Great things happen here', Shepparton has already been working hard to present a unified picture of the region's strengths, which include not only its agricultural base but its lifestyle, accessibility, educational and healthcare facilities.

The NFF report serves to further reinforce the progressive direction council has taken.

"Greater Shepparton has a serious competitive advantage when it comes to investment,'' said Ms Christou.

"The region has an abundance of affordable fertile land, fresh water and plenty of sunshine.

"The climate is ideal for produce, which is evident in the region being the very heart of Australia's food bowl, producing 25 per cent of Victoria's agricultural production."

In recent years, Catherine Velisha and other vegetable growers have expanded from the Werribee area into Shepparton and surrounds, with Cannatrek and its medicinal cannabis plantation also making the region home.

Sydney–founded Ripe Robotics have also based themselves in Shepparton, choosing the area for investment and its proximity to the state's fruit growers.

The tech start–up is already fielding calls from all over the world regarding the company's fruit picking robots which are in the final stages of trial and development.

"Other large investments include a $60 million packing facility FruitCo as part of Geoffrey Thompson's expansion," said Ms Christou.

"SCS Plastics are redeveloping and expanding their plastic packaging facility, alongside a rebrand of the Freedom Food Group in Noumi.

"And of course, the new Arcadia Fish Hatchery calls Shepparton home, with a $7 million investment into the region and will be fully operational by the end of 2022."

Dairy also remains strong in the region, with Ms Christou flagging it as a major growth opportunity with the market demanding more and more milk.

"In Greater Shepparton the milking systems are ultra–modern and indeed robotic," Ms Christou said.

"Many of the names and brands found in homes and businesses across Australia and around the world are proudly made right here in Greater Shepparton.

"SPC is Australia's only fruit preserving company.

"Rubicon is the world leader in automated water management and delivery systems, and they're manufactured in the region.

"Tatura Milk, Unilever, Campbell's Soup, are all global brands, and they call Greater Shepparton home."

Further investment in upgrading and adding to existing infrastructure will unlock even more of the region's potential.

With Greater Shepparton boasting a freight logistics network that is efficient and delivers fresh nationwide, investing in the agricultural industry in the region is seen as both a viable and attractive proposition.

"Greater Shepparton is clearly the logical business choice," said Ms Christou.