Discover the story of a forgotten crop that shaped the region.

The area once known as the Maffra Shire was the center of sugar beet production in the region, which was a major crop that transformed the area from the late 19th Century until the industry was hit by labour shortages during WWII, and never recovered.

The Maffra Sugar Beet Museum, housed in relocated sections of the former Maffra Sugar Beet Factory, showcases both the sugar beet industry, and the region’s agricultural heritage more generally. Exhibits include an audio-visual tour of sugar beet production, exhibitions on Aboriginal history and European settlement, and a collection of agricultural machinery. The museum showcases an extensive collection of images by local photographer H.B. Hammond, who was active from 1907 until 1940.

The Maffra Sugar Beet Museum opens on the first Sunday of every month to coincide with the Maffra Market.


  • McMahon Drive, Maffra

Opening Hours

  • Mon-Fri: 9:00 – 17:00