Meat & Livestock Australia’s (MLA) virtual ‘Paddock to Plate Story’ will soon head on tour. This VR experience showcases Australia’s red meat production systems to schools and local communities throughout Australia.
According to MLA Community Programs Communications Manager Fiona Young, the roadshow will allow MLA to reach and inform thousands of Australians.
“Research shows that only one in five meat eaters have a good understanding of the industry – but that consumers want to learn more about food production, sustainability, meat quality, traceability and animal welfare practices… 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 a cattle farm, transportation, feedlot, processing facility and end markets such as restaurants.”
The ‘Paddock to Plate Story’ received positive feedback from participants at the Ekka, where it was featured for its 2nd year. This interactive Story is an integral part of MLA’s Domestic Market Strategy and broader Community Engagement program, which includes the recently-launched Australian Good Meat online platform, community events, education and schools program and producer advocate development.