FARMERS' markets across the state are set to be hit by a North East flavour, with Beechworth resident Peter Kenyon named the Victorian Farmers' Markets Association's new executive officer.

Having joined the organisation in May last year as the VFMA's new field officer, Mr Kenyon will take on the top role, building on a wealth of experience in both the agricultural and political spheres in recent years.

Currently operating 33 accredited markets in regional and metropolitan Victoria, VFMA president Chris Hain said Mr Kenyon's appointment would be key to further growth into the future.

"He brings enormous experience and insight from a career in food and political advocacy that will underpin our plans for the VFMA's future," he said.

"Peter was a leader in the certified organic retail sector in NSW, and ran an award–winning, specialist grocery store in Sydney's norther suburbs, before moving to Beechworth in North East Victoria.

"He also brings experience in public health promotion and as a project and policy adviser to former Indi federal Independent MP, Cathy McGowan."

Mr Kenyon said the role of food often influenced our lives in unexpected ways each day.

"What we choose to grow, buy and eat, where we get it and how we think about food and where it comes from shapes the world we live in," he said.

"Diverse, small–scale food and wine and the people who produce it are so often at the heart of our communities.

"Genuine farmers' markets provide a regular opportunity for more and more people to support and learn about these communities and get fresh, seasonal food direct from farmers – you can't do that in a supermarket.

"I'm excited by the possibilities for the VFMA and its producers and markets and the plans we're developing to build community awareness and support for our members – our producer ad market members have told us what they want and it's now our job to deliver."