The Royal Agricultural Society of Victoria Limited has proudly launched new branding.

Melbourne Royal® is the new public facing brand of the Royal Agricultural Society of Victoria Limited.

The rebranding from “RASV” to Melbourne Royal® signifies an exciting new era for our organisation as it looks forward to celebrating a remarkable 175 years in 2023.

Since being formed in 1848 as the Moonee Ponds Farmers Society and soon after the Port Phillip Farmers Society, the organisation has undergone a number of name and brand changes over the years as our business has evolved.

Melbourne Royal® CEO, Brad Jenkins is excited to launch the new Melbourne Royal® branding.

“After extensive review, consultation and consideration, we decided to rebrand our organisation from RASV to Melbourne Royal®,” said Brad.

“The Melbourne Royal® name is familiar to our members, exhibitors and sponsors who commonly refer to being involved or participating at the Melbourne Royal®.

“The change to Melbourne Royal® as our public facing brand does not change our business entity name, this remains unchanged as The Royal Agricultural Society of Victoria Limited.”

Moving forward, all events, awards and competitions will be branded Melbourne Royal® including but not limited to Melbourne Royal® Show, Melbourne Royal® All Breeds Championship Show, Melbourne Royal® Beef Cattle Competition, and Melbourne Royal® Wine Awards.

“Our vision is for Melbourne Royal® to be globally recognised as a seal of excellence and highly valued for showcasing food and beverage, produce and producers; presenting premier events; activating and delivering vibrant event spaces,” continued Brad.

“The new Melbourne Royal® brand maximises our opportunities for business growth, developing new awards, new events, new venues, new services, membership and minimises our investment on creating new brands and logos as we innovate and create programs,” concluded Brad.

The Melbourne Royal® brand will be progressively introduced over the coming weeks and months as each event, competition and award program come online.