By Marie-Antoinette Issa.
The road into Orange winds past rolling vineyards, orchards heavy with fruit and fields where late Winter light glints off frost-kissed grass, enticing travellers to stop for a coffee at a weatherboard cafe, wander through a farm gate to buy olive oil direct from the grower or stumble upon a lunch spot so good you’re planning your next trip before dessert arrives.
This is the quiet charm of regional Australia: a place where food is woven into the landscape, shaped by the seasons and served with a generosity city diners rarely experience. Here, the Chef knows the farmer, the winemaker knows the baker and customers often greet both by name.
The American Express Shop Small campaign is back for its 13th year, shining a light on the people and places that keep Australian food culture vibrant, especially in the regions. The message is simple: when you choose to dine, sip, shop or sample local, you’re not just getting a great meal, you’re investing in the heart and soul of a community.
Eligible Card Members can earn 5 Bonus Points for every $1 spent at participating small businesses, up to 1000 Bonus Points. It’s an incentive to explore local favourites that might not make the city dining guides but have been quietly earning a loyal following for years.
One of those destinations is Orange, a town that has become a bona fide food tourism hotspot. At the heart of the scene is The Agrestic Grocer, a farm-to-table cafe, live music venue and artisanal store run by Beau Baddock.
What began as a small cafe has grown into a regional icon, attracting locals and travellers alike for seasonal dishes, shelves stocked with regional wine, jams, oils and craft beer and a hospitality ethos that makes you feel like part of the family.
Beau describes the philosophy as one that prioritises so much more than mere produce. "At The Agrestic Grocer, we’ve always believed that food is about more than what’s on the plate, it’s about connection, story and place.
"Regional businesses like ours shape Australian food culture by bringing those values to life. By working directly with local producers, we showcase seasonal ingredients at their peak, giving people a genuine taste of the land around them.
"Our space doubles as a hub for community where dining is paired with live music, local wine and artisanal products which creates an experience that goes beyond a simple meal. We see ourselves as part of a growing movement that’s redefining ‘going out’ in Australia: people aren’t just looking for dinner, they’re looking for connection, authenticity and a sense of belonging.”
The Agrestic Grocer’s menu shifts with the seasons, reflecting what’s fresh from local farms each week.
"Farm-to-table isn’t a trend for us, it’s how we started,” explains Beau. "It’s still at the heart of everything we do. From day one, The Agrestic Grocer was built around the idea of taking what our local producers grow, raise and make and bringing it straight to the table.
"That commitment shapes our menu in a very real way. Guests know that when they sit down with us, they’re eating food that hasn’t travelled far and that sense of place comes through in every bite.
"Equally important is the connection it builds with our community. By supporting farmers, winemakers and artisans directly, we’re creating a circular economy that keeps money and energy in the region. Our customers see that, and they feel part of it."
This model does more than fill tables: it strengthens the local economy. Every dollar spent in a small regional business circulates through the community, helping neighbouring farms, artisanal food and craft makers and local musicians. After years of drought, bushfires and pandemic lockdowns, businesses like The Agrestic Grocer have been crucial to rebuilding both livelihoods and morale.
"Regional towns have faced their share of tough years from droughts, floods and bushfires to the pandemic. One thing that became clear is how vital cafés, restaurants and producers are to the recovery. We’re more than places to eat or shop. We’re gathering points, where people can reconnect after isolation, celebrate milestones and find comfort in familiar flavours.
"On the financial side, every time a customer chooses local, whether it’s a coffee from a cafe, a meal showcasing regional produce, or a bottle of wine from a nearby vineyard, it keeps money flowing back into the community. That supports farmers, creates jobs and encourages new opportunities to grow."
Regional dining also has lessons for city food culture. In places like Orange, necessity sparks creativity: making the most of seasonal gluts, experimenting with preservation techniques, or finding new ways to connect diners with the source of their food.
Beau says: "Regional dining often leads through authenticity rather than trends. Being close to producers means our menus shift with the harvest not just a dish or two, but whole offerings that change with the season.
"We’re also blending food, wine and live music to create experiences that feel deeply connected to place. Collaboration is another strength: cafes, wineries, farmers and musicians working together to offer something richer than any one business could achieve alone."
Supporting local is about more than flavour, it’s about understanding the effort behind every ingredient. "I wish more Australians understood just how much work and risk goes into producing food locally,” laments Beau.
"Farmers and makers are at the mercy of weather, rising costs and unpredictable markets yet they keep showing up, season after season, to put incredible produce on our tables. When people choose local, they’re not just buying food they’re investing in the future of Australian agriculture and culture."
Campaigns like Shop Small amplify that impact:
"These initiatives shine a light on the value small operators bring, encouraging people to seek out and support businesses they may not have discovered otherwise. In regional areas, that support is amplified. When customers back small, they’re keeping towns vibrant, main streets alive and communities connected. It’s a simple action with a ripple effect that reaches far beyond the transaction."
Looking ahead, Beau envisions growing the experience while staying true to the cafe’s roots.
"We want to create a larger space that allows more people to enjoy what we do - seasonal dining, live music and local wines all under one roof, while still feeling personal and connected. Expanding means we can support more growers, showcase more artists and bring even more people together.
"Looking at regional dining more broadly, I see it becoming an even stronger driver of tourism and culture. People are increasingly seeking authenticity and regions like Orange are perfectly placed to offer that."
While the cities might have the hype, regions like Orange offer something just as rich: food with a sense of place, served by people who know your name and remember your order. Sometimes, that is the flavour you’ll remember most.
