In a major development for Australian agriculture and food processing, international potato product specialist Farm Frites has announced plans to build a $425 million (AUD) potato processing plant at the Wimmera Agriculture and Logistics Hub (WAL Hub) in Dooen, located in the Horsham Rural City Council area of Victoria. The investment is expected to create 250 jobs and significantly boost the local economy while strengthening Australia’s position in the global frozen potato products market.
Founded in 2016, Farm Frites specializes in producing frozen potato products for quick-service restaurants (QSRs), pubs, and clubs. Its clients include major global chains such as KFC and Hungry Jack’s, which rely on consistent, high-quality supply of fries and other potato-based products.
Strategic Location, Strategic Growth
Dooen’s selection is no coincidence. Located at the heart of the Wimmera Grain Belt, the WAL Hub offers direct connections to road and rail and proximity to Victoria, New South Wales, and South Australia’s prime potato-growing regions. According to Australia’s Department of Agriculture, Victoria alone produced over 520,000 tonnes of potatoes in 2022, with the majority destined for processing.
The new plant will operate 24/7, ensuring high-throughput production and streamlined logistics for domestic distribution and potential export markets. The investment is currently subject to planning and environmental approvals by the State Government, Horsham Council, and the Environment Protection Authority (EPA).
Why It Matters for Australian Agriculture
This investment reflects a growing trend in onshore processing and value-adding within Australia’s agri-food sector. According to Agriculture Victoria, the food and fiber sector contributes $20 billion to the state’s economy annually, with potatoes being a top contributor among vegetables in both volume and value.
Furthermore, the global frozen potato market is projected to grow from USD $67.5 billion in 2023 to over $92 billion by 2029 (Mordor Intelligence), driven by demand from QSRs and convenience food markets. Australia, with its high-quality agricultural output and growing infrastructure, is well-positioned to capture a larger share of this market — especially with local manufacturing reducing dependency on imports.
Local Impact and Industry Outlook
Cr Ian Ross, Mayor of Horsham Rural City Council, praised the project as a turning point for the region:
“Farm Frites’ decision to invest in Dooen highlights the region’s proud agricultural history and excellent connections to road and rail,” he said. “This is a fantastic opportunity for Horsham and the Wimmera region.”
In addition to job creation, the facility is expected to generate indirect employment in transport, farming, maintenance, and logistics, helping stabilize and grow the rural economy.
The proposed Farm Frites processing plant is more than a $425 million infrastructure project — it is a vote of confidence in Australian agriculture. With its ideal location, strong grower base, and access to key foodservice markets, the Wimmera facility is poised to redefine regional potato processing capacity, create sustainable jobs, and push Australia further into the global spotlight for frozen potato innovation.
