Barwon Events to launch new Geelong CBD market in major revamp

City Hall has handed control of Geelong’s ambitious new weekly CBD market to a celebrity chef and events specialist who promise to transform the struggling precinct.

Kieran Blood, Stretch Kontelj and Simon Toohey. Picture: Supplied.

A former MasterChef finalist and the head of a local beer festival have been successful in their bid to take control of the weekly CBD that mayor Stretch Kontelj hopes will breathe new life into a much-maligned area of Geelong.

Simon Toohey and Kieran Blood’s Barwon Events has been chosen by City Hall as the preferred operator of the Geelong City Market, which will be held every Saturday on Little Malop St, between Yarra and Moorabool streets, from October 25.

Mr Toohey’s wife, Georgia Radley, is also a shareholder in the company.

Mr Blood is an events specialist who is behind the annual Geelong Beer Festival that has been running since 2013, while Mr Toohey is best known for his third placing in the 2019 instalment of MasterChef.

He has since become a high-profile plant-based cooking advocate and has an Instagram following of more than 120,000.

The pair plan to bring the concrete strip to life, by showcasing the best of Geelong and the Barwon region – from seasonal produce and artisan goods to street food, local makers, live entertainment and cultural experiences.

It is the first step in what Mr Toohey’s ultimate goal of opening Geelong’s first permanent fresh food market site.

“At a time when costs are rising and the world feels a little heavier, places like this become havens – where you can discover food and creations that are affordable, different, and brimming with excitement,” Mr Toohey said.

“It’s more than just a market – it’s about giving our makers, bakers, growers and creators a voice, a platform to say to Geelong, the Bellarine and beyond: we’re here, we’re proud, and we can’t wait to share what we do.”

After MasterChef, Simon Toohey briefly operated a plant-based smokehouse in Melbourne. Picture: Alan Barber

Mr Blood said the market would be a celebration of local talent and community.

“We can’t wait to welcome you, to feed you, to surprise you, and to remind you just how special Geelong truly is,” he said.

Kieran Blood (white shirt) ahead of the inaugural Geelong Beer Festival in 2013.

Mayor Stretch Kontelj was initially keen for the market to kick off in early September, but its launch date was pushed back to allow more time to attract stallholders and generate hype.

“We’re thrilled to see the Geelong City Market moving ahead,” he said.

“This initiative will breathe new life into Market Square Mall and provide a space where locals and visitors can come together, support local traders and celebrate what makes our region unique.”

Council’s 2025/26 budget allocated $100,000 to the market, with Mr Kontelj drawing inspiration from Hobart’s bustling Salamanca market.

EARLIER: Stallholder hunt stalls CBD market

The launch of Geelong council’s weekly CBD market has been pushed back to allow its operator time to attract stallholders and generate hype.

Mayor Stretch Kontelj, who has led the charge for its introduction as part of a push to revitalise the much-maligned area, previously flagged the first Saturday in September as the starting date.

Council has selected a preferred market operator following a request for proposals process that commenced in July, with contracts currently being finalised.

It is expected the operator, along with the “spring launch date”, will be revealed in the coming days.

“Now that we have a preferred operator, we’re working closely together to bring this exciting project to life,” Mr Kontelj said.

“To give the market the best chance of long-term success, the operator has requested a dedicated marketing period to attract stallholders and build strong community awareness.”

To be held on Little Malop St between Yarra and Moorabool streets, council staff have been working in recent weeks to remove the artificial turf and undertake upgrades that make the strip more pedestrian friendly.

Council’s 2025/26 budget allocated $100,000 to the market, with Mr Kontelj drawing inspiration from Hobart’s bustling Salamanca market.

“This market will work towards transforming Little Malop Central to be a vibrant and welcoming public space that will bring people back to central Geelong,” he said.

“This will be a big win for local designers, makers, artists, local musicians, and creative entrepreneurs, but it also supports the community during a cost-of-living crisis – people will be able purchase products directly from local suppliers.”

Originally published as Barwon Events to launch new Geelong CBD market in major revamp