TL;DR: The Sydney Royal Easter Show attendees will get a unique glimpse into Australia’s red meat industry through Meat & Livestock Australia’s (MLA) Paddock-to-Plate virtual reality experience. This immersive tour offers insights into beef, lamb, and goat meat production, emphasising sustainability, animal welfare, and the journey of meat from farm to consumer.
This year’s Sydney Royal Easter Show is set to offer an extraordinary experience for its visitors, providing a virtual window into the heart of Australia’s red meat industry.
Through Meat & Livestock Australia’s (MLA) innovative Australian Good Meat Paddock-to-Plate virtual reality (VR) experience, showgoers will embark on an immersive journey exploring the comprehensive processes behind beef and lamb production.
Positioned in the Ag Discovery Pavilion Hall, the VR experience is designed to transport visitors directly to the farm, offering a 360-degree tour that highlights the meticulous care and advanced systems Australian farmers employ.
According to Samantha Jamieson, Group Manager of Community Communications and Events at MLA, the initiative aims to bridge the gap between consumers and the source of their food. By donning VR headsets, attendees will gain an intimate understanding of the industry’s commitment to delivering high-quality, sustainable, and ethically produced red meat to tables across Australia and beyond.
The VR journey underscores the importance of sustainability, meat quality, traceability, and animal welfare, reflecting the growing public interest in these critical issues.
By showcasing the diligent efforts of Australian farmers in these areas, MLA hopes to foster a deeper appreciation and awareness among the public regarding the origins of their food.
Complementing the virtual tour, the MLA stand will feature discussions with MLA Red Meat Ambassadors — professionals deeply embedded in the red meat and livestock industry, ready to share insights and answer visitors’ questions about the sector and its practices.
An exclusive highlight of the event is the Primary Preview Day, led by Ambassador Deb Gray, an Angus beef producer. Targeting over 500 primary school students from the Sydney metro area, this initiative aims to educate young minds about the intricacies of red meat production, focusing on animal care and environmental sustainability.
In addition to these interactive experiences, MLA will showcase its ‘Many Voices’ video in the main arena, celebrating the dedication of red meat producers nationwide to animal welfare and environmental stewardship, ensuring the production of healthy, high-quality red meat..
