Liza Robinson’s passion project is spreading joy and pride across her community
She saw a roadside sign and turned it into a tourism movement. Now, Liza Robinson is leading Beaufort into the future, one jar of Vegemite at a time.
When Liza Robinson first drove through the Pyrenees Shire more than a decade ago, a modest brown-and-white road sign caught her eye.
It read: “The inventor of Vegemite was born here.”
For most, it was a small detail to pass by. But for Liza, it sparked a vision that has since transformed her adopted hometown of Beaufort into a must-visit destination for tourists and toast lovers alike.
“I thought, ‘Wow, I did not know that,’ and wondered how many other people were just like me,” Liza recalled.
“We all have Vegemite in the cupboard, but does anyone really know the story about the man who invented it?”
That thought became the seed for the Cyril Callister Vegemite Museum, a project Liza has nurtured with what friends describe as her trademark blend of resilience, determination, and infectious community spirit.
At 64, the mother of two and grandmother of two says she has “never been better”.
Alongside running a hobby farm, two Airbnbs, and serving as President of the Beaufort Progress Association, she has dedicated herself to building a museum that celebrates Vegemite inventor Cyril Callister while giving Beaufort a fresh sense of identity and pride.
It hasn’t been easy. Big business declined to fund her early plans, and some locals thought she was chasing the impossible.
But Liza, inspired by Cyril’s own persistence, pressed on.
“He (Cyril Callister) was a workaholic, he showed perseverance, determination, and never gave up … that’s me,” Liza said.
“I always believed it would work — I’m a glass-half-full kind of person — very passionate and driven, and I really believe you’ve just got to have a crack.
“It’s a very Australian way of thinking — that’s who we are.”
In 2022, she launched a pop-up version of the museum in the back of an old petrol station.
Word spread quickly, and before long, visitors were driving in from Melbourne and beyond to share their memories, donate memorabilia, and taste quirky creations like Vegemite pies from Sovereign Hill’s bakery and chocolate Vegemite Oreos by local artisan Sara Kittelty.
By 2023, the museum had moved to Beaufort’s main street with the help of community fundraising and government grants.
Today, it attracts about 10,000 visitors a year — a number Liza believes will triple with more investment and marketing.
“People walk in and walk out with a smile,” she said.
“They leave with a sense of joy and nostalgia. It’s a real feel-good place.”
Beyond the museum, Liza’s energy spills into the wider community.
Through the Beaufort Progress Association she helps run annual events like Twilight Beaufort, Summer Fest, and even an 80s dance party designed to boost mental health in the wake of floods, bushfires, and drought.
“From championing Vegemite to championing people, Liza is a powerhouse of passion and community spirit,” says Libby Callister, granddaughter-in-law of Cyril Callister. “Just like Vegemite, she’s iconic, loved and proudly Aussie.”
For Liza, the work is about more than tourism.
It’s about inspiring others, especially younger generations, to believe in their ideas and give back to their communities.
“Last night we hosted the local Girl Guides,” she said.
“One of the girls told me at the end that what she enjoyed most was me — That was priceless.
“If I can inspire one young person to take a chance on their dream, then it’s all worth it.”
With Beaufort soon to be bypassed by a new highway, Liza is determined that her little town won’t be left behind.
And with the Cyril Callister Vegemite Museum growing bigger every year — and whispers of a “Big Vegemite” attraction in the works — she might just succeed in keeping Beaufort firmly on the map.
As for her personal motto?
Liza laughed: “Put your big girl pants on and get on with it.”
And in Beaufort, it’s a recipe proving just as enduring as the nation’s favourite spread.
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