Sharing the red meat story at the Sydney Royal Easter Show

Visitors to this year’s Sydney Royal Easter Show will get to immerse themselves in Australia’s world-leading red meat production systems with the innovative and unique Australian Good Meat Paddock to Plate ‘igloo’ on display.

The ‘igloo’ – a fully immersive video space – will showcase both Australian Beef and Lamb paddock to plate experiences, along with five red meat producers from across different parts of Australia telling their story on how they produce Australia’s world-renowned red meat, with a focus on animal well-being, sustainability, biodiversity and innovation.

The Paddock to Plate experiences tell the stories of both beef and lamb production in Australia. They take viewers on a journey from the farm, to transport, processing and then to the consumer both at retail outlets and in restaurants and foodservice.

Meat & Livestock Australia’s (MLA) Managing Director Jason Strong said it was great to be back at the Sydney Royal Easter Show in 2021 following last year’s cancellation due to COIVD-19.

“MLA is pleased to again have a presence at the Show, given it provides a fantastic opportunity for the red meat industry to share our story directly to so many members of the community that may know very little about how red meat is produced and the credentials of our industry,” Mr Strong said.

“We know from our own research that perceived industry knowledge has grown, however, consumers are less informed about specifics and are actively seeking information about the provenance of the food they purchase.

“Immersive and creative content such as the Paddock to Plate Stories, together with the personal stories of some of our leading red meat producers, helps to educate and engage consumers about Aussie beef and lamb by addressing their growing interest in environmental sustainability, meat quality, traceability and animal welfare practices within our industry.

“It’s vital that we continue to increase awareness and engagement with the community, to build their trust in the red meat and livestock industry’s practices and the quality of our products.

“Ultimately this is about showcasing Australian red meat as a sustainable product and a healthy and valuable part of a balanced diet. It also highlights the fantastic work of our producers.”

A list of the producers being featured in The Australian Good Meat Paddock to Plate ‘igloo’ can be found below.

In addition, MLA will be collaborating with Baking Association of Australia (Petey Pie) located at a neighbouring stand to offer a $2 Australian Good Meat Chunky Beef Pie special for those patrons who take part in our paddock to plate VR experience.

MLA is also supporting a number of events at this year’s Show through sponsorship, including:

• The 2021 Sydney Royal Beef Challenge
• The 2021 RAS and Illabo Prime Lamb Hook Competition
• The 2021 Sydney Royal Cattle Show Carcase Competition
• The 2021 Sydney Royal Branded Meat Competition
• The 2021 Young Auctioneers Competition

The Australian Good Meat Paddock to Plate ‘igloo’ is showing daily from 9.00am to 7.00pm in the Woolworths Food Farm Pavilion throughout the duration of the Sydney Royal Easter Show, which runs from 1 April 2021 - 12 April 2021.

Australian Good Meat producers featured within the ‘igloo’:

Jenny & Paul O’Sullivan, Beef & Lamb Producers, South Gippsland VIC

Jenny and Paul O’Sullivan run a 680 ha beef and sheep property in South Gippsland, Victoria. Over the past 30 years, Jenny and Paul have developed many initiatives for their own property and others to adopt sustainable management practices. Passionate advocates for sustainable red meat production, in recent years Jenny and Paul have created an exciting agri-tourism business, Gippsland Food Adventures, promoting Gippsland as a premium food region and teaching people about red meat production and sustainable agriculture.

Deb & Fergus O’Connor, Beef Producers, Gippsland VIC

Beef producers Deb and Fergus O’Connor are passionate about the stewardship of soil, water, plants and animals on their Gippsland farm. They take a regenerative approach to managing their operation. Since purchasing the property the O’Connor’s have planted over 14,000 trees to increase biodiversity and provide shade and shelter for their Angus cattle. They are both proud members of Farmers for Climate Action and the South Gippsland Landcare network.

Charlie Arnott, Beef & Lamb Producer, Boorowa NSW

The Arnott family has bred Shorthorn cattle and Merino and Dorset sheep at ‘Hanaminno’, on the South West Slopes of NSW for 45 years. Charlie uses organic and biodynamic principles to manage his soils, grasses, trees and animals, ensuring all aspects of the environment are considered in a holistic fashion. Charlie facilitates workshops and training for other producers and those interested to know more about how to improve soil, grass and the ecology of farming and grazing land.

Leah & Ray Vella, Beef Producers, Marlborough QLD

Leah and Ray, along with their three children, own and operate ‘Bald Hills’, a unique coastal property located in Queensland’s Marlborough region. When Ray and Leah purchased the property in 2000 it was a bare paddock with two sets of yards, eight paddocks and no dwellings. Today, the 7,200 ha property has 46 paddocks, two new cattle yards and four major laneway points with approximately 3,000 head of EU and Meat Standards Australia accredited cattle. The Vella’s operate a rotational grazing system to help manage the quality of their soil and have incorporated an on-farm feedlot enabling the property to remain resilient during drought.

Melinee & Robert Leather, Beef Producers, Banana QLD

Robert and Melinee Leather manage a family operation across two properties in Central Queensland. Their family breeds and farms cattle for the Organic, EU, Meat Standards Australia and Grasslands markets. Their cattle are finished on natural grass-fed pastures with a strong emphasis on environmental sustainability and animal welfare. The family understand and embrace their responsibility to care for the natural resources and animals under their management for future generations.