Sydney Royal Easter Show a huge success for red meat producers

Australian red meat producers were front and centre at what was one of the world’s largest ticketed events in 2021.

Around 800,000 people experienced the very best of regional Australia, in the heart of Sydney, when they walked through the gates of the Royal Easter Show this year.

Visitors flocked to learn more about Australia’s world-leading red meat production systems with the innovative and immersive Australian Good Meat Paddock to Plate ‘igloo’ video experience.

The series of 360 degree videos features five beef and lamb producers from across different parts of Australia telling their story on how they produce Australia’s world-renowned red meat, with a focus on animal wellbeing, sustainability, biodiversity, and innovation as well as MLA’s Beef and Lamb Paddock to Plate experiences taking views through the supply chain.

Along with MLA staff, MLA’s Livestock Leaders manned the site to chat to visitors and answer any questions about how red meat is produced.

MLA Community and Industry Engagement Manager, Fiona Thompson, said MLA received a lot of foot traffic through the site with many people wanting to learn more about the red meat journey from paddock to plate.

“We received an overwhelmingly positive response from people who visited the MLA site to watch the paddock to plate video and chat to our livestock leaders about their role in producing Australia’s world-renowned red meat,” Ms Thompson said.

“We completed well over 1000 on-stand surveys with visitors, 95% of who said that they had a heightened level of trust in the industry after visiting the MLA site.

“When rating their knowledge of the red meat industry, 59% said they had a good, very good or excellent knowledge before visiting the stand, with that number increasing to 90% following their visit.”

Australian Good Meat also teamed up with Baking Association of Australia (Petey Pie) located at a neighbouring stand to offer a $2 Australian Good Meat Chunky Beef Pie special for those patrons who take part in our immersive experience.

Ms Thompson said events such as the Royal Easter Show prove to be a great opportunity for the industry to highlight how red meat producers are ethical and responsible custodians of livestock, land and natural resources to the community.  

“Strategic partnerships such as the Sydney Royal Easter Show are a key focus of MLA, which allow us to share the story of how red meat is produced in Australia,” Ms Thompson said.

“We’re looking forward to continuing our work with the community at our next event when we head to Rockhampton for Beef Australia.”

View the video experience for yourself via the Apple store ‎MLA VR on the App Store (apple.com) or google play MLA VR – Apps on Google Play.

Try the Australian Good Meat Chunky Beef Pie with this week’s recipe.