Maffra is a town in Victoria, Australia, 220 kilometres (140 mi) east of Melbourne. It is in the Shire of Wellington local government area and it is the second most populous city of the Shire. It relies mainly on dairy farming and other agriculture, and is the site of one of Murray Goulburn Co-operative’s eight processing plants in Victoria. Maffra is a detour off the Princes Highway and is near Sale, Stratford, Newry, Tinamba, Heyfield and Rosedale. At the 2016 census, Maffra had a population of 4,316.