The Whitmore Group began with humble beginnings under the guise of 'Whitmores Bus Lines'. Reg and Hazel Whitmore purchased the Leaghur bus contract in Boort, Victoria, from Harry Frampton in 1964. This was followed by the purchase of a second school bus contract to Whychitella from Bert Rodgers three years later. In the successive years, the company was then to undertake gradual expansion with diversion into charter and touring. Later, the Quambatook run was purchased from Willis Nunn. In 2000, Whitmores Bus Lines was the first Northern Victorian operator to introduce both air conditioning and seat-belts, many years before any mandatory legislation was introduced. Tragically, in April 2002, Reg passed away suddenly. The business was carried on by Hazel and youngest son, Jamie, and it is still owned and operated by them both today.