Virtual reality paddock-to-plate experience returning to the Sydney Royal Easter Show
08 April 2025
Visitors to this year’s Sydney Royal Easter Show will be 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 (MLA), a partner of the Sydney Royal Easter Show, will showcase this VR experience in the Ag Discovery Pavilion Hall, taking showgoers on an immersive 360-degree tour of Australian beef and lamb production.
Managing Director of MLA, 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 showgoers, 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 will also feature MLA Red Meat Ambassadors.
The Ambassadors are men and women who work within Australia’s vast red meat and livestock industry and they will be 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.
MLA’s broader show offering includes:
- The Meat Standards Australia (MSA) team are assisting with the carcase competition
- Integrity Systems Company (ISC) are sending team members to the Cattle Exhibitor Hall before the show starts on Tue 8 and Wed 9 April as part of a roadshow to raise awareness for broader integrity products and show concept designs for the NLIS Uplift project.
- MLA & ISC are sponsors of the Australian Livestock and Properties Association (ALPA) and will be attending the Young Auctioneers Competition on Fri 11 April.
- A 60 second video showcasing the care and appreciation of Australian red meat producers for their livestock and natural environment will be screened in the main arena of the Royal Easter Show. Can be seen here: Your future is our future
The Sydney Royal Easter show runs from Friday 11 April to Tuesday 22 April 2025
To view the Paddock to Plate videos that will be shown using the VR headsets, visit:
