Introduction Australia is famous for its cuisine, and every year it welcomes thousands of tourists from all parts of the world who want to become aquatinted with the country’s most iconic food. According to official statistics, in 2017 alone, the spending on food and wine by international tourists in Australia accounted for more than five billion dollars (“Food and wine,” n.d.). There are also annual festivals which take place in different regions of Australia which promote the produce of local farmers and the Orange F.O.O.D Week (Food of Orange District) festival is one of them. As the oldest regional gastronomic festival, the Orange F.O.O.D Week presents an interesting case for analyzing the strategies it employs and the issues it faces. Overview of the Event The Orange F.O.O.D Week has been in existence for several decades, and it is still considered to be among the most popular regional food events in the country. Orange District, the place where the festival is held, is known for its vineyards and premium quality wine, as well as restaurants (“Orange,” 2019). In 2021, the creators of the Orange F.O.O.D Week once again hosted the festival, which lasted ten days and marked the thirtieth anniversary of the event. Essentially the idea behind the festival is to celebrate food and wine produced in the region by bringing both residents and tourists together. Farmers get to showcase their produce while restaurateurs, chefs, and caterers can find new suppliers for their companies. The notion of provenance is integral for the festival. Provenance refers to the origin of a particular object or phenomenon, and in this case, it is of food and wine of the Orange Region. The festival of 2021 included numerous events ranging from a long table lunch to an art exhibition. Demonstration and tasting events are at the center of the festival. For instance, the audience could observe the process of making fermented drinks and try some raw probiotic liquids (“Fermentation,” n.d.). The local restaurants also participate in the festival and create their own F.O.O.D. Week Menus which include dishes made of ingredients sourced from the regional producers and farmers. Shinning the Light on Local Producers is another program during the festival which includes several events dedicated to promoting local farming. Argyle Saffron is one of the participants, a company which grows saffron in Orange (“Shining,” n.d.). Additionally, there is Sampson Street Long Lunch, a lunch together with famous people from the local gastronomic scene. The festival also held several signature events, which usually take place every year and have become traditions. One of the main ones is Forage which is a four-kilometer stroll through Orange vineyards. Over the past five years, the festival has demonstrated steady growth and development despite the recent pandemic, which forced the organizers not to host the event in 2020. There is no data yet available on the number of attendees of the 2021 event, yet the information on the pre-pandemic situation shows that the festival had been gaining new participants every year. In 2019, the number of people who attended six main events rose by 4% compared to the previous year (Orange F.O.O.D, 2019). In 2016, the government of New