By Lauren Henry

In a major business coup for Horsham, the State Government has granted planning approvals for a $300-million potato production facility at Dooen – nearby the proposed Avonbank mineral sands mine.

Farm Frites Australia will establish a processing plant, creating frozen chips, fries and other potato-based products to takeaways, pubs, clubs, and fast-food restaurants including KFC and Hungry Jacks across Australia.

The 24-hour food processing facility was granted planning permit approval under the State Government’s Development Facilitation Program, which expedites planning decisions for eligible projects that will inject investment into the Victorian economy.

The plant will create 250 new jobs and drive economic growth in the Wimmera, once operational in 2027.

Farm Frites Australia general manager Kieran Prestidge said the plant would have the capacity to process up to 250,000 tonnes of Australian-grown potatoes every year. 

Mr Prestidge said he was delighted the company was establishing its first Australian production plant in the Wimmera.

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“Farm Frites Australia is delighted to have chosen Dooen – and the Wimmera – for our first Australian production facility and our $300-million investment in Victorian jobs, Australian farmers and local manufacturing,” he said.

“Dooen is perfectly located between the best growing regions in Australia and has excellent road and rail links, which will help us put more Australian produce on plates and tables all around the country.”

Farm Frites is one of the main potato growers and seed potato breeders in the world. 

It supplies potato products to more than 100 countries from its factories in Netherlands, Belgium, Poland and Egypt.

The Dooen plant will be Farm Frites’ first in the southern hemisphere – a major coup for Horsham Rural City that dates back to the work of previous council chief executive Sunil Bhalla.

Horsham Rural City Council welcomed the approval for the food manufacturing business at Dooen’s Wimmera Agriculture and Logistics Hub.

Acting Mayor Brian Klowss said council was looking forward to welcoming Farm Frites to the region.

“This is a huge tick of approval for our agricultural community. It will support Australian farmers, create jobs for local workers, and offer training and career opportunities for students,” he said.

“We are extremely grateful to the State Government for its support of our agricultural industries, and recognition of the crucial role our region plays in domestic and export food supply chains as a huge contributor to food security.”

Serious threat

While the Victorian Farmers Federation welcomed the announcement, president Brett Hosking questioned the government’s long-term priorities.

“This facility sits within a few hundred metres of the proposed Avonbank Heavy Mineral Sands Project. It is dependent on a constant and reliable supply of production from Victoria’s potato growers, who are currently at risk of having their production impacted by the proposed VNI West transmission project,” he said.

“It relies upon a strong local workforce, which is under pressure from the competing needs of rapidly expanding agricultural success in the region and now you’ve got these proposed new developments. 

“It feels like the co-ordination of these competing projects is missing?”

Victorian farmers grow more than 263,000 tonnes of potatoes annually – the third largest potato growing state in Australia and 21 per cent of the $1-billion industry. 

Mr Hosking said the proposed VNI West and WRL transmission line projects were cutting through Victorian potato growers farms, the ability of farmers to maintain and grow the production was under serious threat.

“It feels like the government is rushing through things without properly thinking through the consequences of their decisions,” he said.

“We all love salt on our chips, although I feel we’re less keen on a sprinkling of critical minerals.

“How are we going to protect the development of both these proposals at once? There must be questions whether a mine should be located next to a food manufacturing precinct and existing critical infrastructure such as the Wimmera Intermodal Freight Terminal.

“We need a much better planning roadmap for Victoria if we are to grow with purpose. It must recognise the significance of our state’s farmers and the land they grow our food and fibre on.”  

The VFF is calling for stronger consultation with affected landholders, clearer planning frameworks, and fair compensation for farmers whose livelihoods will be impacted, and the urgent need for an improved land use policy that protects food security while managing resource development responsibly.

Economic Growth and Jobs Minister Danny Pearson announced the planning permit for Farm Frites last week.

“This is a huge investment that will see hundreds of jobs created for local workers, driving revenue for the Wimmera and right across the state,” he said.

The entire November 12, 2025 edition of The Weekly Advertiser is available online. READ IT HERE!