a.k.a. The Shire
Face down. Check page 2 of the instruction manual.
Ah, my rule book is different to the one in the file section on BGG.
On page 1 it says "You attain victory points in the form of victory point markers, which you collect face down in front of you."
And on page 2 it says "Put your goods and money behind your screen."
So to me, that is the definitive answer.