Australian Beef’s Paddock to Plate Story set to hit the road to Rocky

27 April 2018

Meat & Livestock Australia’s (MLA) stunning virtual reality Paddock to Plate Story will take to the road on a tour of schools and local communities along the East Coast of NSW and Queensland on the way to Beef Australia 2018 in Rockhampton.

The immersive 360 degree reality tour caters to consumers of beef by telling them the story of Australian beef production and underpins why Australia produces the greatest beef in the world. The footage takes them into the world of Australian cattle farming, transportation, feedlots, processing and end markets with the consumer.

Current research indicates there are now about 20% less Australians from urban centres visiting cattle or sheep farms annually compared to six years ago. This, coupled with a rise in consumer interest in the provenance of food, has led Meat & Livestock Australia (MLA) to deliver an innovative new way to engage the broader community about how red meat is produced.

MLA Chief Marketing & Communications Officer Lisa Sharp said the Paddock to Plate Story is an engaging, fact-based tool that addresses growing consumer interest in how their food is produced.

“Immersive and creative videos such as the Paddock to Plate Story help educate and engage consumers by addressing their growing interest in sustainability, meat quality, traceability and animal welfare practices within our industry,” Ms Sharp said.

“Ultimately, this is about showcasing Australian beef as the greatest meat on earth.

“This unique experience puts students and consumers at the centre of the production journey and showcases the dedicated and passionate Australian beef producers, the process of producing beef and the quality product they consume.”

As part of the tour, The Paddock to Plate Story will be visiting NSW coastal regions, Gold Coast, Brisbane, Sunshine Coast and Bundaberg under the Australian Beef the Greatest banner, before setting up at Beef Australia 2018 in Rockhampton, where it will be showing daily.

To find out more about the Paddock to Plate Story and Australian Beef supply chain, visit AustralianBeef.com.au and @AustralianBeef. Join the conversation online using #BeefTheGreatest.

For information on the full MLA program at Beef Australia 2018 in Rockhampton, please visit beefaustralia2018.mla.com.au

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