Visitors journey from paddock to plate at the Sydney Royal Easter Show
28 March 2018
Visitors to the Sydney Royal Easter Show can experience Australia’s world-class beef production up close without leaving the showgrounds, thanks to innovative 360 degree video technology.
Meat & Livestock Australia’s (MLA) stunning Paddock to Plate Story is at the Sydney Royal Easter Show for the first time this year, bringing to life Australia’s beef production systems for the community through a 360 degree experience filmed across the Australian beef industry supply chain.
The immersive 360 degree reality tour caters to consumers 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, such as restaurants.
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 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 to address 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.
“All red meat industry participants are custodians of the welfare of the animals in their care and the community places high – and growing – expectations on them.
“Ultimately, this is about showcasing Australian beef as a sustainable product and a healthy and valuable part of a balanced diet. It also highlights the fantastic work of our Australian beef producers.”
The 360 Paddock to Plate Story is showing daily from 10am to 4pm at the Woolworths Food Farm throughout the duration of the Sydney Royal Easter Show, which runs until 3 April.
MLA is also supporting the Cattle Experience at this year’s Show, which gives visitors the chance to meet and interact with cattle producers and livestock.
Producers are on-hand running informative and interactive sessions, including kids' activities, about all of the different cattle breeds in Australia.
The Cattle Experience is open daily from 11am to 4.30pm at Davidson Plaza through the duration of the Show.
Back to News