The High Country Harvest will be held across the region from 18 to 27 May. The program will include more than a dozen food and wine events like the popular Harvest Celebration in Beechworth and Myrtleford's Italian-heritage event La Fiera.

Ms Asher, who visited Beechworth late last year and met with tourism and small business operators, said the initiative was a great example of a regional event growing to its full potential.

"Our support for the High Country Harvest demonstrates the Coalition Government's proactive approach to promote the region as a premier food and wine destination," Ms Asher said.

"Victoria's High Country has some of the best food and wine growing regions in Australia, with a unique and charismatic brand of hospitality which was recently featured on the national television series No Leave No Life.

"The Coalition Government funding to support the High Country Harvest will be used to implement a marketing strategy, including promotion at the 2012 Melbourne Food and Wine Festival, in a bid to grow visitation to the region and create jobs."

Member for Benambra Bill Tilley said the success and popularity of the Beechworth Harvest Celebration, known as the 'feast of the north east', would be leveraged to create a major food and wine event for the whole region.

"Across the broad range of events being developed, it is envisaged the total event attendance will grow significantly which will have enormous benefits for the local communities across north-east Victoria," Mr Tilley said.

Ms Asher said a series of regional lunches and dinners would also be on the menu, served at the region's high quality restaurants and cafés to showcase local small businesses and produce.

Mr Tilley said visits to wineries not normally open to the public would be a feature of the event, including vintage tastings and other wine tourism experiences to profile the region's thriving viticulture industry.

The High Country Harvest program will also include hands-on cooking classes from Bright to the King Valley, behind-the-scenes tastings and tours from Rutherglen to Mansfield.