Yarra Valley winery turns cellar door into grocery

Yarra Valley winery turns cellar door into grocery

With restrictions now in place for hospitality providers and public gatherings, the owner of a Yarra Valley winery is thinking outside the box to keep customers coming through the cellar door.

Normally operating a winery, restaurant and concert venue, it could have easily been a case of sour grapes for the team at Rochford Wines this week.

But owner Helmut Konecsny has risen to the occasion by converting the cellar door space into a grocer, food delivery and wine takeaway hub. 

The company says this heart-felt move was driven by compassion and determination to help keep the team employed and support the greater economy.

Equipped with essentials, customers can now purchase fresh meat, fruit, vegetables, cheese, deli items, freshly baked bread, pasta, rice, specialty items, toilet paper, sanitiser and of course, wine.

At the same location, 400 Gradi Yarra Valley will also be serving up freshly cooked pizza, pasta, hearty shared meals, sides and desserts for pickup or delivery by the so-called 'Rochford Army', a newly created in-house delivery team.

"There has never been a more important time to innovate; the focus is on trying to keep going, to keep people working and to come up with new ideas that serve the purpose of keeping people in jobs, to assist our greater community and to work through the toughest economic and personal challenges any of us will likely ever face in this lifetime," says Konecsny.

"We are a nimble and agile business, with the facility to turn some of our space into different offerings. We are a loyal, passionate family company here, and hope that this move supports our community in more ways than one."

The company will also provide discounts on its wines and offer 48-hour delivery within the greater Melbourne metro area.

Updated at 5:36pm AEDT on 25 March 2020.

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