Australian Lamb Paddock to Plate Roadshow 2019

Summary

Off the back of the success of the Australian Beef Paddock to Plate Story Roadshow, which saw over 17,000 consumers on-board the Australian Good Meat coach, MLA have engaged Think Digital as a preferred contractor to once again embark on another three month tour in 2019 to share the newly launched Lamb Paddock to Plate Story with schools and communities within ACT, NSW and Southern QLD. The 2019 roadshow will commence on 22 February and hit the road for another three-month journey with focus on metro areas including key community events such as the Canberra Show, Newcastle Show and Sydney Royal Easter Show to name a few. The immersive 360-degree virtual reality experience caters to consumers by telling them the story of Australian lamb production and underpins why Australia produces the greatest lamb in the world. The experience takes consumers into the world of Australian sheep farming, transportation, processing, and end markets, such as butchers. The reason for this investment is in response to recent research conducted by MLA shows that only about one in five meat eaters have a good understanding of the Australian red meat industry and there are now almost 20% fewer Australians from urban centres visiting cattle or sheep farms annually compared to eight years ago. MLA understands the consumer is king and it is vital that we deliver innovative new ways to engage the broader community with fact-based tools.