A social media campaign aimed at helping local businesses find new customers outside of their drought stricken communities has received a torrent of support.
Buy from the Bush started as a hashtag on social media by Grace Brennan, from Warren, and has grown to become a powerful message that encourages city shoppers to support regional businesses.
Wagga business owner Sarah Maloney, behind Handmade Home Fragrance, said any campaign that brings awareness to regional shops is warmly welcomed.
"I'm very lucky because I have a good, local customer base ... but times where money is tight can reflect through businesses," Mrs Maloney said.
"It's easy to buy from a large company because often the prices are a lot cheaper, but you don't get the quality or the passion of those creating something by themselves.
"When you support my business that creates an opportunity for my family to also support other local businesses."
About two years ago Jane Robertson launched an online children's shoe company called Millwoods, which offers a variety of loafers that are podiatrist approved.
The Coolamon resident said the retail economy can be tough as small businesses are competing not only with large companies, but also the online market and the prolonged drought.
"This campaign is something that can make a difference," Mrs Robertson said.
"As the drought continues, people are thinking more about where they're spending and sending their money."
Mrs Robertson said the exposure from being featured on the campaign's social media accounts has been profound during a particularly tough period.
"We have noticed that people tend to buy Millwoods for occasions as opposed to all-day, everyday wear, so we've taken a bit of a hit," she said.
"But, the campaign benefits and exposure are just fantastic."
The campaign's following skyrocketed from zero to 26,000 people in eight days.
"It's incredible that in such a short space of time that so many regional businesses are making connections with shoppers in the city," Ms Warren said.
Tarcutta's Bumble Bee Wraps is another Riverina business that has also benefited from the call to action.
"I created this in October last year and since then I've been involved with the River and Wren markets on a regular basis and I have also been approached by three country town stores to stock the product," said owner Deb McElroy.
"I think it is so important for small country towns and rural communities to be able to band together by supporting one another by buying local produce and wares.
"It can only help with boosting the local economy, but more importantly provide hope for those struggling at this time."
A sister duo, one based in Tamworth and the other in Coolac, created a children's clothing store about five years ago, called Curious Baby Originals.
Tamworth's Alice Radburn said she is "astonished" how much traction this campaign has received.
"It's wonderful to see these things happen, but to see it get so much momentum so quickly is just crazy and it's touched so many people," Mrs Radburn said.
"It's opened that door for people that aren't aware and now are finding something different and beautiful that isn't available in chain stores."
Mrs Radburn designs and makes the patters for the clothing and shares the sewing with her Kate.
They started offering their service online a year ago.
"[It has been hard] because people would be expecting things to be cheaper, but we found a great market where people are happy to pay for a well made and handmade product," she said.
"We're tied to the rural industry and [the drought] comes back to everything with people spending less, going out less, but in saying that it has inspired people, who have the money, to support local businesses."