MLA's Paddock to Plate Story coming to Wingham

Stopping in Wingham: MLA’s Paddock to Plate Story will visit schools and local communities along the East Coast of NSW and Queensland on the way to Beef Australia 2018 in Rockhampton.
Stopping in Wingham: MLA’s Paddock to Plate Story will visit schools and local communities along the East Coast of NSW and Queensland on the way to Beef Australia 2018 in Rockhampton.

MLA’s Paddock to Plate will be visiting Wingham on Monday May 14 as part of Wingham Beef Week.

Meat and Livestock Australia’s (MLA) virtual reality Paddock to Plate Story is taking to the road on a tour of schools and local communities along the East Coast of NSW and Queensland on the way to Beef Australia 2018 in Rockhampton.

On the return journey, there are planned stops along the journey, including a visit to Wingham.

The bus will be at the Wingham High School Junior Field day from 9am to 2pm and then on Isabella Street near Bent on Food, from 3pm to 5pm.

The immersive 360 degree reality tour caters to consumers of beef by telling them the story of Australian beef production and underpins why Australia produces the greatest beef in the world.

The footage takes them into the world of Australian cattle farming, transportation, feedlots, processing and end markets with the consumer.

Current research indicates there 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 Meat and Livestock Australia (MLA) to deliver an innovative new way to engage the broader community about how red meat is produced.

MLA chief marketing and communications officer Lisa Sharp said the Paddock to Plate Story is an engaging, fact-based tool that addresses growing consumer interest in how their food is produced.

“Immersive and creative videos such as the Paddock to Plate Story help educate and engage consumers by addressing their growing interest in sustainability, meat quality, traceability and animal welfare practices within our industry,” Ms Sharp said.

A few key facts below

  • Up to 20 headsets can be run at a time
  • The video itself runs for 6.5 minutes however about 15 minutes per session is allowed for
  • A marquee can set up next to the bus for marshalling or if the weather is bad
  • Viewers see Australian cattle farming, feedlots, transport, processing and markets, such as restaurants
  • The content is suitable for viewing for all age groups including primary school students
  • The video is not suitable for any person suffering epilepsy or severe motion sickness
  • Developed by MLA as a showcase of Australia’s leading beef production and integrity systems

You can find out more about The Paddock to Plate Story and Australian Beef supply chain at AustralianBeef.com.au and @AustralianBeef.

Join the conversation online using the hashtag:

#BeefTheGreatest.