Vegetable production is a possible alternative/addition for fruit growers in Goulburn Valley (GV) region. GV has suitable soils and adequate water supply for year round vegetable production. The return on investment from vegetable production (5.3%) is quite comparable with fruit production (6.7%) in the GV region. It was found that finding the right agents for marketing produce was crucial for the success of vegetable production. A big variation in vegetable prices from year to year was seen as a risk to vegetable production. Most growers had adequate cool storage and access to nurseries and agronomic advice from private companies from which they bought their inputs.