Maffra, settled in the 1840s, retains the charm and old-style hospitality of another era. Named after Maffra in Portugal because many of the early Gippsland settlers had fought in that area of Europe during the Peninsula War, the town's early days were fraught with drought until a sugar beet industry established in the 1890s provided a major boost. The Glenmaggie Irrigation Scheme of 1919 also signalled a new heyday and ensured the viable and lengthy success of today's dairy industry. The sugar beet factory closed in 1948 owing to World War II's labour shortages and the competing dairy industry, but Maffra continues to support its rich agricultural surrounds. It also holds a great sense of history in its original shop verandahs and grand homesteads.
Visitor Information
96 Johnson St; (03) 5141 1811
