Meet the bull behind the beef: MLA brings the QLD beef industry front and centre at Ekka 2025

Meat & Livestock Australia (MLA) is pleased to announce its participation in the Queensland Royal Show, Ekka 2025, where it will be running three major activities designed to educate and engage the public on the Australian red meat industry’s commitment to sustainability, animal welfare, and nutrition.
 
At the Brisbane Showgrounds from 9–17 August, MLA will feature:

QLD Beef Up Close – Daily presentation series with a live bull

In partnership with The Royal National Agricultural and Industrial Association of Queensland (RNA), MLA is launching QLD Beef Up Close, a new initiative in the Large Animal Pavilion featuring seven daily presentations across the nine days of Ekka.
 
Delivered by MLA’s Red Meat Ambassadors, these sessions will explore topics such as sustainable farming practices, animal welfare, and the role of red meat in a healthy diet.
 
A standout feature of this activation is the inclusion of a live bull, offering visitors a rare opportunity to see and learn directly about livestock care and management.
 
This hands-on experience brings the industry to life and fosters deeper understanding and trust between producers and the community.

Australian Good Meat Stand – Paddock to Plate VR Experience

Located in the Agricultural Education Hall, this interactive exhibit features a 360-degree virtual reality journey from paddock to plate.
 
Visitors will experience firsthand how Australian producers care for their livestock and the environment while delivering high-quality, safe, and nutritious red meat.
 
Red Meat Ambassadors, who are real life red meat producers, will be on site to guide visitors through the experience and share insights from their own work in the industry.
 
This activation demonstrates MLA’s commitment to community education and transparency in red meat production.

G.O.A.T. School Competition Exhibition – A Goat’s Tale: Four Seasons of Farming

MLA is sponsoring the Ekka G.O.A.T (greatest of all time) school competition, a creative and curriculum-linked initiative that invites Queensland students to explore the relationship between livestock and the environment.
 
Using MLA’s Australian Good Meat education resources, students design artwork that reflects how goats interact with nature across the four seasons.
 
Twenty finalists are selected to receive a life-sized fibreglass goat, which they and their classmates paint with their submitted design.
 
These colourful and imaginative goats will be on display in the Agricultural Hall throughout Ekka, offering a vibrant and educational showcase of student creativity and agricultural literacy.
 
The competition fosters a deeper understanding of sustainable farming and the vital role livestock play in food production.

According to MLA’s Community Communications Manager, Samantha Jamieson, “These activations are a powerful way to connect with the community and showcase the values and practices of Australia’s red meat producers.”
 
“We’re especially excited about the new QLD Beef Up Close initiative for the first time, bringing producers and consumers together in a meaningful and interactive way.
 
“MLA encourages all Ekka visitors to explore these activations and discover how the red meat industry is working to produce food that is that is good for all,” Ms Jamieson said.