Visitors to this year’s Sydney Royal Easter Show have been immersed in Australia’s world-leading red meat production systems with the innovative Australian Good Meat Paddock-to-Plate virtual reality experience.

Meat & Livestock Australia has showcased this VR experience in the Ag Discovery Pavilion Hall, taking show-goers on an immersive 360-degree tour of Australian beef and lamb production.

MLA managing director Michael Crowley said the Australian Good Meat VR immersion provides an in-depth insight into the day-to-day running of a beef or lamb business.

“Using VR headsets, visitors to the Ag Discovery Pavilion will feel like they are on a farm while learning more about our world-leading production systems that stand behind our safe, nutritious and delicious Aussie beef and lamb,” Mr Crowley said.

“Immersive and creative videos such as the paddock-to-plate story help to educate and engage everyday Australians by addressing their interest in sustainability, meat quality, traceability and animal welfare practices within our industry.

“The VR experience is very popular with show-goers, especially city kids eager to learn about farming and careers in agriculture.

“Providing innovative ways to connect today’s youth with paddock-to-plate education is imperative for the long-term success of the Australian red meat and livestock industry.

“MLA’s Australian Good Meat Education program extends this learning into classrooms nationally by supporting educators with free access to curriculum-linked digital teaching resources that have already achieved over 16,000 downloads since launching in early 2023.

“These videos demonstrate the amazing work our Australian farmers do every day in animal welfare, sustainability, and much more.”

Alongside the VR paddock-to-plate experience, the MLA stand has also featured MLA Red Meat Ambassadors.

The ambassadors are men and women who work within Australia’s red meat and livestock industry and they have been talking with show visitors to answer questions about the industry.

Australian Good Meat is a platform created by MLA which provides important information about cattle, sheep and goat production in Australia, focusing on key issues including animal welfare, protecting the environment, and health and nutrition.

Through a transparent approach, Australian Good Meat aims to inform metropolitan Australians about the great work of Australian farmers.

Australian Good Meat also provides a platform for producers to share their story and demonstrate their commitment to best practice and continual improvement.

The Sydney Royal Easter Show runs from Friday, April 11 to Tuesday, April 22.

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