Goroka

The Goroka branch is situated on Edwards St which is on the western side of the main airport runway in West Goroka. Edward St the main thoroughfare passes through town and actually forms part of the Highlands Highway connecting the coastal seaport of Lae and Kundiawa in the Simbu Province and also Mt Hagen towards the west. The people of the Simbu province being located in between have the choice of traveling up to Mount Hagen and down to Goroka to do their shopping at the Brian Bell stores.

The town is the capital of the Eastern Highlands with a good road distance of 300 kilometers from Lae and about the same distance from Mount Hagen, making it a popular resting place for travellers between the two points. The local economy of Goroka and the Eastern Highlands is coffee but other crops such as rice and wheat are showing a lot of promise. Mushroom growing and harvesting including the production of local honey is a thriving business in Goroka. Aqua culture in the form of rainbow trout is a business that has taken hold amongst the local population.