VR roadshow on Australia's meat production

Transparency in the meat industry is particularly important to consumers, with growing concerns over animal welfare, sustainability and traceability.

Meat & Livestock Australia’s (MLA) virtual reality Paddock to Plate Story addresses these concerns and educates schools and local communities across Australia about the country’s red meat production systems.

It will now head on another roadshow starting at the Royal Adelaide Show, before spending three months travelling through South Australia, Victoria, ACT and NSW in partnership with Think Digital. This will help inform thousands more consumers about Australia’s beef production across the supply chain, according to MLA Community Programs Communications Manager Fiona Young.

“Visitors will be given the unique opportunity to put on a VR headset and experience beef production in a truly unique way — and all from the comfort of our coach — including on a cattle farm, transportation, feedlot, processing facility and with end markets such as restaurants,” she said.

MLA research found that only one in five meat eaters have a good understanding of the Australian beef and lamb industry, but 50% want to learn more.

“The Australian Good Meat Story is brought to life through immersive 360-degree virtual reality video technology and showcases our world-class supply chain standards, practices and systems that ensure Australia is offering some of the highest quality and most sustainable beef in the world.”

This is not the first time the Australian Good Meat Paddock to Plate Story has been on tour since its launch in 2017. Young said it featured at the Ekka in Brisbane for the second year and received positive feedback from participants.

“Informing consumers and demonstrating that the red meat industry is transparent and open is extremely important. Community engagement and trust is integral to a sustainable and prosperous industry in the long term,” Young said.

The Paddock to Plate Story, and the recently launched Good Meat online platform, form an integral part of its Domestic Market Strategy and broader Community Engagement program.

For more information: www.goodmeat.com.au/roadshow.

Image credit: ©stock.adobe.com/au/PhotocreoBednarek