Australian Lamb Paddock to Plate Story hits the road
14 February 2019
Meat & Livestock Australia’s (MLA) virtual reality Australian Lamb Paddock to Plate Story is set to hit the road in February for a three-month tour through the Australian Capital Territory and New South Wales.
Among the first stops on the tour will be the AgriFutures evokeAG event from 19-20 February in Melbourne, the Royal Canberra Show from 22-24 February at Exhibition Park, Canberra, the Newcastle Show from 1-4 March and Sydney Royal Easter Show from 12-23 April. It will continue visiting schools and community events up until 17 May 2019.
The immersive 360 degree virtual reality experience caters to consumers by telling them the story of Australian lamb production, from the farm right through to the consumer, and underpins why Australia produces the greatest lamb in the world.
It enables consumers to experience the industry through a VR headset from the comfort of the Australian Good Meat Coach, taking them into the world of Australian sheep farming, transportation, processing, and end markets, such as butchers.
The Australian Lamb Paddock to Plate Story was officially launched at Red Meat 2018 in Canberra, and builds on the huge success of MLA’s Australian Beef Paddock to Plate Story 360 degree virtual reality experience in telling the beef production story to the community.
The video features lamb producer Michael Craig, from Harrow, Victoria, and other stakeholders from throughout the value chain including Paul Christopher, Manager of Horsham Regional Livestock Exchange; Mark Inglis, Farm Assurance & Supply Chain Manager, JBS, Brooklyn, Melbourne; and butcher, Gary McBean, Gary’s Quality Meats, Prahran Markets, Prahran.
Well-known Australian chef, restaurateur, presenter and food writer, Karen Martini, presents the VR tour.
MLA Chief Marketing & Communications Officer Lisa Sharp said since the launch of the Australian Beef Paddock to Plate Story at the EKKA in Brisbane in August 2017, more than 32,500 people had experienced Australia’s beef production system.
“We’re now focused on showcasing Australia’s world-renowned lamb industry through this fully immersive and highly engaging resource, to continue to meet the rise in consumer interest in the provenance of food,” Ms Sharp said.
“Recent research for MLA shows that only about one in five meat eaters have a good understanding of the Australian red meat industry and there are now almost 20% fewer Australians from urban centres visiting cattle or sheep farms annually compared to eight years ago.
“The Lamb Paddock to Plate Story further demonstrates to consumers that the red meat industry is transparent and open. Community engagement and trust is integral to a sustainable and prosperous industry in the long-term.”
Any school or community event wishing to have the Paddock to Plate Story visit them can register their interest at goodmeat.com.au/roadshow.
Photo caption: MLA's Australian Lamb Paddock to Plate Story touring schools and community events across NSW and ACT.