One of Melbourne's biggest and longest running community festivals will not appear on the 2014 summer calendar. The Harvest Picnic festival at Hanging Rock in the Macedon Ranges has called it a day after 25 years in the business.

Harvest Picnic promoted regional food, wine and entertainment in a relaxed-family environment every February.

Harvest Picnic Executive Officer Kirsty Hunt says the changing market has caused the festival to lose its unique appeal.

"You go to the Harvest Picnic to find that product that you couldn't get anywhere else in Victoria but now there's farmer's markets around the corner and you can get everything wherever you want it, which is actually a fantastic thing but it's just a changed time for the Harvest Picnic."

Hunt says losing their major sponsorship was a reason to pull the pin on the popular food and wine celebration.

"It is sad, it wasn't unexpected though but I just haven't been able to fill that gap...sponsorships are really difficult as well, earlier this year we lost The Age as our naming rights sponsor for the picnic, I don't think they've got money to put into events like ours anymore."

But Hunt says she is upbeat that Harvest Festival ignited other fresh produce and entertainment festivals around Victoria.

"It's sad for us but there are still so many things on in Victoria, there's still a huge number of events that you can go to, I think you've got to look at that as a positive thing that has come out of the Harvest Picnic."

ABC's Jon Faine spoke to Kirsty Hunt.