Commercial Exhibitor Story

Uncle John’s Licorice has been a staple at the Melbourne Royal Show since 2006, growing from a handmade stall run by three sisters to a must-visit destination for licorice lovers. With 20 years of participation, their journey highlights the impact of showcasing at the Show and the opportunities it creates for small businesses. 
 
Coming from the market scene, Uncle John’s Licorice first approached the Melbourne Royal Show as an extension of their regular sales strategy. Their first year’s results were steady, but they quickly realised the importance of adapting to the Show’s unique environment. Small changes — like refining their stall design, sampling their product, and even introducing their own showbag — made a significant impact. 
 
“Once we built up our confidence at the Melbourne Royal Show, we increased our stall size. Whilst it is an investment, it has paid off for us.” 
 
By evolving their stand to better reflect their brand, while maintaining an inviting and approachable setup, they struck the perfect balance between professionalism and authenticity. 
 
Uncle John’s Licorice has found that direct engagement with customers is key to their ongoing success. Sampling their product has been essential in introducing new customers to their brand and strengthening relationships with loyal visitors who return year after year. 
 
“Sampling our product is paramount to our success. It helps us engage with our customers, and of course, our licorice sells itself! The more people who sample, the more sales.” 
 
Their presence at the Show has not only led to an increase in direct sales but has also created connections with distributors and retailers who now stock their products, expanding their business beyond the event itself. The brand introduced its own showbag in 2007, increasing sales by 51% in comparison to their debut year at the Show. Since then, their sales have skyrocketed, having increased by 200% on their original sales.  
 
For Uncle John’s Licorice, the Melbourne Royal Show is more than just a sales opportunity — it’s part of their family’s history. Having visited the Show for nearly 50 years, they take pride in seeing customers walk through the crowds holding their branded showbags, knowing they’ve become a beloved tradition for many families. 
 
“Licorice lovers come to the Melbourne Royal Show especially to see us. Kids come in and say, ‘I have to bring my mum or dad back for your licorice showbag!’” 
 
Beyond customers, the Show has also fostered valuable friendships with fellow stallholders and small business owners, creating a supportive and vibrant community. 
 
Why Exhibit at the Melbourne Royal Show? 
 
With 20 years of experience, Uncle John’s Licorice continues to grow and evolve at the Show. For businesses considering participating, Catherine’s advice is simple: 
 
“The Melbourne Royal Show has become our biggest annual direct sales event, with our sales growing by 200% since 2007. It’s a great opportunity to engage directly with customers, showcase our brand, and create lasting connections. Once we found our feet at the Show, we were able to grow with confidence — it’s a special atmosphere that really suits our business and brings loyal customers back year after year.” 
 
For small businesses looking to boost brand awareness, connect with engaged customers, and be part of something bigger, the Melbourne Royal Show offers a platform for success — just ask Uncle John’s Licorice.

 

Expressions of Interest are now open for the 2025 Melbourne Royal Show! Don’t miss your chance to be part of this iconic event. The 2025 Show will run from 25 September to 5 October.