MEAT & Livestock Australia’s virtual reality Australian Lamb Paddock to Plate Story will be at the Newcastle Show this weekend.
From 1-3 March, visitors to this week’s Newcastle Show can immerse themselves in the story of how Australia produces the greatest lamb in the world, from the farm to the consumer, through an immersive 360-degree virtual reality experience, MLA said.
The Newcastle Show visit is part of a three-month tour through New South Wales and the Australian Capital Territory. The Paddock to Plate Story will also visit the Newcastle City Farmers Market on 10 March and attend local Hunter schools. Any schools interested in receiving a visit who have not already registered are encouraged to apply via goodmeat.com.au/roadshow.
The Australian Lamb Paddock to Plate Story enables consumers to experience the industry through a virtual reality headset from the comfort of the Australian Good Meat Coach, taking them into the world of Australian sheep farming, transportation, processing, and end markets, such as butchers.
It builds on the huge success of MLA’s Australian Beef Paddock to Plate Story, which used the same technology to share the beef production story with the community.
The video features lamb producer Michael Craig, from Harrow, Victoria, and other stakeholders from throughout the value chain including Paul Christopher, manager of Horsham Regional Livestock Exchange; Mark Inglis, farm assurance and supply chain manager, JBS, Brooklyn, Melbourne; and butcher, Gary McBean, Gary’s Quality Meats, Prahran Markets, Prahran. Well-known Australian chef, restaurateur, presenter and food writer, Karen Martini, presents the virtual reality tour.
MLA community programs communications manager, Fiona Young, said since the launch of the Australian Beef Paddock to Plate Story at the EKKA in Brisbane in August 2017, more than 32,500 people had experienced Australia’s beef production system.
“We’re now focused on showcasing Australia’s world-renowned lamb industry through this fully immersive and highly engaging resource, to continue to meet the rise in consumer interest in the provenance of food.
“Recent research for MLA shows that only about one in five meat eaters have a good understanding of the Australian red meat industry and there are now almost 20 percent fewer Australians from urban centres visiting cattle or sheep farms annually compared to eight years ago,” Ms Young said.
“The Lamb Paddock to Plate Story further demonstrates to consumers that the red meat industry is transparent and open. Community engagement and trust is integral to a sustainable and prosperous industry in the long-term.”
Any school or community event wishing to have the Paddock to Plate Story visit them can register their interest at goodmeat.com.au/roadshow.