THE region has just experienced its driest July since the Millenium Drought, but a new campaign is bringing relief to farmers across the country.
In an attempt to aid drought-stricken farmers, venues and clubs are getting involved in the Parma for a Farmer campaign.
The campaign calls on people to buy a parmigiana at registered pubs and other food outlets who will then donate $1 from each parmigiana sold to the 'Buy a Bale' campaign — a campaign which buys bales of hay for farmers.
While the Bay a Bal campaign sprang up in July 2013, the Parma for a Farmer campaign has only been running since the start of the month.
Nonetheless, the message is clearly hitting the spot because the campaign has gone viral and is gaining national attention.
Local venues have jumped on board including Kerang Sports and Entertainment, Bower Tavern, Lake Boga Hotel and the Federal Hotel in Swan Hill.
Kerang Sports and Entertainment Venue manager Mathew Chamberlain said parmas have been selling like hotcakes since the campaign began.
"We launched it on social media last Friday. We sold 113 parmigianas on Saturday out of the 192 dinners made. It's gone viral in terms of views and shares on our Facebook page so we think people are keen," he said.
"We've had a lot of comments from people who say they normally buy a steak or the fish but now they will have the parma," he said.
The campaign is such a hit that those who aren't fans of the traditional pub parma have still asked to donate money separately.
The venue is donating $1 from Harpabay Bistro and $1 from Kerang Sports and Entertainment Venue.
"The main reason we are doing it is because we're such a farming community here, and my background is on a wheat farm...we've seen all of the droughts in the news and how they are doing it tough in New South Wales and Queensland, and it's spreading closer to us," Mr Chamberlain said.
The campaign is the brain-child of Amanda Kinross, who has told media that she just had the idea and created Facebook page for it just before the beginning of August.
Ms Kinross is not a farmer but, like Mr Chamberlain, had been following the drought coverage with growing concern.
The page has since been flooded with venues and patrons getting stuck into parmigianas, as well as posts from people wanting to donate money or even make their own to sell at local sports clubs for the campaign.
The campaign will run throughout the month of August and lists of participating venues across the state can be found online on multiple websites.