Australia’s beef producers proudly attest to our nation’s meat being the best in the world.
Now, Meat and Livestock Australia (MLA) has jumped on board to promote the production of Aussie beef from paddock to plate with a virtual reality (VR) experience designed for young and old.
After its hugely successful campaign at Beef Australia, MLA will bring the VR headsets to the Norco Primex field days to continue spreading knowledge about every aspect of beef production in Australia.
MLA communications manager Fiona Young said the Paddock to Plate Story was developed as a community engagement tool to educate all Australians about the provenance of their food and showcase the production systems in place to ensure the best quality beef in the world.
MLA project manager Mick Taylor said after Beef Australia the majority of consumers walked away from the VR experience feeling positive about Australian Beef, which was in turn a positive for the industry in general considering the ongoing concern around a lack of understanding from urban consumers.
Visitors to the MLA stall at Primex will be able to put on a VR headset that simulates experience through senses and perception – ultimately dropping the user into what feels like a real life setting.
Users will watch a cattle muster as if they were actually there, walk through paddocks, see cattle handled and trucked and ultimately take part in the production line from paddock to plate.