It was the love of operating newsagents that brought Peter Brown to Benalla.
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Several decades later, it’s his commitment to, and love of, the Rose City that have him being labelled a ‘treasure’ in one of the very newspapers he used to sell.
The Benalla Lions Club president is the latest Benalla Treasure, and his history of volunteering with Lions could fill up an article.
But his story begins long before he ever pulled on the blue and yellow polo shirt.
Born in Broadford in 1947, Peter had plans to be a builder. However, he was talked out of that and ended up taking a textile course that led him to a job at Prestige Stockings.
When he wasn’t busy at work, Peter’s favourite pastime was cycling, something he still does every day in 2026.
“I started cycling in 1960 and was in a team of five riders at the Coburg Riding Club, racing for a place at the Olympic Games,” he said.
“We won our race, but because we were considered amateurs and our coach had held up a sign letting us know our times, we were disqualified, which was very disappointing.”
While missing out on a chance at the Olympics, cycling did lead to Peter meeting the love of his life.
“I met Jan one afternoon at Easter in 1966,” he said.
“I was outside the local milk bar, drinking a bottle of milk after training.
“That night I took her for a drive to Frankston, and the rest is history.”
The couple were engaged in 1968, and married in 1970.
“We built our first home in Lower Plenty and lived there for about 18 months,” Peter said.
“Then I decided I wanted to go farming and found a dairy farmer in Stanhope, needing a milker.”
The couple welcomed their first daughter Melanie, in 1975.
“I decided I wanted my own farm, so we purchased 80 acres in Katamatite,” he said.
This is where Peter first joined the Lions Club, becoming secretary.
But thanks to flooding, and a downturn in cattle prices, the enterprise was not making the money Peter and Jan had hoped.
“Jan decided she wanted another child, so we sold the farm and moved to Mooroopna,” Peter said.
“I worked delivering milk at 2am around Shepparton, and also joined Mooroopna Lions Club.
“When we were there, our second daughter, Kellie, was born, in 1979.”
Kellie was just 10 months old when Peter and Jan returned to Melbourne, purchasing a newsagent in Regent.
Four years later they sold up and bought another newsagent, in Essendon, where Peter would once again sign up for the local Lions Club, this time eventually becoming president.
It was 1988 when the couple bought a newsagent in Nunn St, Benalla, which was also a Toyworld.
”Of course I joined the Lions Club in Benalla when we arrived,“ Peter said.
“I’ve been president twice and the Youth Exchange chairman, which was very rewarding.”
During his time at the Lions, Peter won the James D Richardson award twice, the International President’s Certificate of Appreciation and an appreciation award for holding the 1994 district convention, after the 1993 convention was cancelled due to Benalla’s famous flood.
In 1991 Peter was elected to the City of Benalla Council, and would serve until 1994.
“We were all sacked by Jeff Kennett and commissioners were put in charge until we became Delatite Shire in 2000,” he said.
“After 25 years with Lions I resigned in 2000 to continue my role with council.
“In 2002 we split from Mansfield and became Benalla Rural City Council.
“On October 28 an administrator was appointed, and I was sacked again.
“But in 2003 I was re-elected to council unopposed. I left by my own accord in 2005.”
Peter and Jan would end up moving their newsagent to another Nunn St location, and moved the Toyworld element of the business into its own premises on Bridge St East.
Sadly, the couple lost their daughter Kellie in 1995, and decided they no longer wanted to run a toy shop.
“Rose City Lotto was up for sale, but we thought it was too expensive,” Peter said.
However, during a chat with the owner, Jan had asked if he would like a business partnership.
“We spent the next 17 years working together,” Peter said.
Peter has now been retired for more than 10 years and has found himself back at the helm of the Benalla Lions.
“On top of the Lions I fill in my time helping a widow who has dingoes,” Peter said.
“I work there every Tuesday putting up fences, mowing, making dog runs and whatever else is needed.
“I also help a friend up in Barjarg, who has post-polio problems, once a week.”
Peter said there were many benefits to living in Benalla, but the main thing for him and Jan was the lifestyle.
“Benalla’s a great place and a great community,” Peter said.
Peter said it’s also nice that Benalla is in a good location for taking local trips, and not too far from the airport, when he and Jan fancy a getaway.
“We’ve recently flown to Adelaide and Darwin,” he said.
“And we’ve had a few trips overseas. We’ve been to Scotland four times. We’ve been to America and Canada. We’ve done a river cruise from Amsterdam to Budapest.
“Locally we like to travel to Bright and Beechworth, and we’re central to everything, like the snowfields, and Lake Eildon for fishing.”