![PADDOCK TO PLATE: Virtual reality technology is enabled Ekka visitors to immerse themselves in the story of Australia’s beef. - Photos: Kelly Butterworth. PADDOCK TO PLATE: Virtual reality technology is enabled Ekka visitors to immerse themselves in the story of Australia’s beef. - Photos: Kelly Butterworth.](/images/transform/v1/crop/frm/ya3tPqPRXYVuem2wchintR/d1bb093b-f896-4ea3-ae16-8f373e1108b2.jpg/r0_397_3849_2799_w1200_h678_fmax.jpg)
INNOVATIVE 360 degree virtual reality technology is enabled visitors to the Ekka to immerse themselves in the story of Australia’s beef production, from the farm right through to the consumer.
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Launched by Meat and Livestock Australia this morning, the stunning Paddock to Plate 360 Experience brings to life Australia’s beef production systems through a 360 degree experience shot across the Australian beef supply chain.
According to MLA are now about 20 per cent 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 an innovative new way to engage the broader community about how red meat is produced.
MLA chief marketing and communications officer Lisa Sharp said one of the key objectives of the red meat industry and MLA was to meet the rise in consumer interest with engaging and fact based tools.
![REACTION: I thought it was sensational. It was an opportunity for us who have been in the beef industry since birth to experience, in a snapshot, the value chain of the industry. We've grown up in beef forever but to go inside a packing facility, which is something we haven't experienced before, was sensational. It was done in a language that we can understand - but also the public can understand. - Caitlin McConnel, Brisbane. REACTION: I thought it was sensational. It was an opportunity for us who have been in the beef industry since birth to experience, in a snapshot, the value chain of the industry. We've grown up in beef forever but to go inside a packing facility, which is something we haven't experienced before, was sensational. It was done in a language that we can understand - but also the public can understand. - Caitlin McConnel, Brisbane.](/images/transform/v1/crop/frm/ya3tPqPRXYVuem2wchintR/9e0824b0-5bb0-41c6-ba4f-9ee624c0c9cf.jpg/r0_515_2832_3705_w1200_h678_fmax.jpg)
“What better way to help address consumers rising interest in provenance than an immersive Paddock to Plate 360 video experience that simulates a guided tour of our beef industry and highlights the fantastic work of our Australian beef producers,” Ms Sharp said.
“Tools like this help educate and engage consumers by delving into their interest in sustainability, quality control and animal welfare practices within our industry.
![REACTION: That was fantastic - it doesn't matter what stage you're at, or what experiences you've had with agriculture; from someone who's always been in the city, to someone from Hong Kong, or someone who is very experienced and has been on the ground going through all those processes. It gave you a full, comprehensive overview - the only thing missing was a fly or two. - Luke Comiskey, Dubbo. REACTION: That was fantastic - it doesn't matter what stage you're at, or what experiences you've had with agriculture; from someone who's always been in the city, to someone from Hong Kong, or someone who is very experienced and has been on the ground going through all those processes. It gave you a full, comprehensive overview - the only thing missing was a fly or two. - Luke Comiskey, Dubbo.](/images/transform/v1/crop/frm/ya3tPqPRXYVuem2wchintR/65118bfe-b078-4c04-8e43-a464c943e024.jpg/r0_437_2832_3437_w1200_h678_fmax.jpg)
“It ties in with MLA’s other key education programs, including supply chain paddock to plate tours, community engagement programs, domestic beef marketing projects and international marketing efforts.”
Ms Sharp said about 400,000 people were expected to attend the Ekka. MLA would screen the Paddock to Plate 360 Experience every 15 minutes for groups at its stand in the Beef Pavilion.
“Ultimately this is about showcasing Australian beef as a sustainable product and a healthy and valuable part of a balanced diet,” Ms Sharp said.
![REACTION: It was great to see the processing, see the cattle in the yards, fly around in the chopper for a while - it was brilliant, just absolutely brilliant. Conor O'Brien, Brisbane.
REACTION: It was great to see the processing, see the cattle in the yards, fly around in the chopper for a while - it was brilliant, just absolutely brilliant. Conor O'Brien, Brisbane.](/images/transform/v1/crop/frm/ya3tPqPRXYVuem2wchintR/de5d7f37-1e71-4968-9154-5ec0b2b51f38.jpg/r0_291_2832_3324_w1200_h678_fmax.jpg)
The 360 degree reality tour outlines key beef production and supply chain values, standards, practices, systems and processes that underpin their access to the best beef in the world.
The footage shows Australian cattle production, transportation, feedlots, processing and end markets, such as restaurants.
“A longer seven-minute version has been produced that provides more in-depth information about each of these crucial steps in the supply chain and we envisage this can be used with trade customers both at home and in international markets,” she said.
![REACTION: I thought it was wonderful. It takes all the highlights out and makes you truly appreciate the life we live. It was beautiful imagery, but 100 per cent accurate as well. - Tess Camm, Brisbane. REACTION: I thought it was wonderful. It takes all the highlights out and makes you truly appreciate the life we live. It was beautiful imagery, but 100 per cent accurate as well. - Tess Camm, Brisbane.](/images/transform/v1/crop/frm/ya3tPqPRXYVuem2wchintR/05df17d3-c8f9-498f-8204-206b44b9184e.jpg/r0_772_2832_3279_w1200_h678_fmax.jpg)
“All red meat industry participants are custodians of the welfare of the animals in their care and the natural resource base and the community places high – and growing – expectations on them.
“MLA is committed to assisting our industry in ensuring the entire Australian red meat and livestock sector maintains the highest standards. We should be very proud of what we produce and not be afraid to tell our story.”
![The immersive Paddock to Plate 360 video experience that simulates a guided tour of the beef industry. The immersive Paddock to Plate 360 video experience that simulates a guided tour of the beef industry.](/images/transform/v1/crop/frm/ya3tPqPRXYVuem2wchintR/0939244e-dbce-4ad5-b3ce-8e2d7fbe7e85.jpg/r0_218_4256_2611_w1200_h678_fmax.jpg)