The Paddock To Plate Story

Visitors to Beef Australia 2018 immersed themselves in the story of Australia’s beef production, from the farm right through to the consumer, using innovative 360 degree immersive technology.

Meat & Livestock Australia's The Paddock to Plate Story brings to life Australia’s world class beef production systems for the community through a 360 degree experience shot across the Australian beef supply chain.

Background

Consumers have never been more interested in the provenance of their food. Yet the community has never been more disconnected with how it comes to arrive at their table. For example, the number of Australians who make an annual visit to a cattle property has dropped 20 percent in just the last six years. That's why MLA has developed this innovative new way to engage the domestic and international community about how Australian beef is produced.

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