The Archibull Prize kicks off at TLC with the VR beef bus. Students were sceptic about it because they didn’t know what to expect. All students were broken into groups and went into the bus. After a few simple instructions we put the virtual reality goggles and headphones on and we were transported into 360 degree farming action. Hear what some of the participants had to say about the experience.
Written by Steven and Frankie
Media Release prepared by MLA and Beef Australia -
Media Release – Tuesday 15th May 2018
CENTRAL COAST STUDENTS TAKE A UNIQUE VIRTUAL JOURNEY THROUGH AUSTRALIA’S BEEF INDUSTRY FROM PADDOCK TO PLATE
Students at The Lake College took a journey through Australia’s world-class beef production system today without leaving the classroom, thanks to innovative 360-degree video technology.
Australian Beef's stunning and unique Paddock to Plate Story, visited the Central Coast, as part of a tour along the East Coast of New South Wales and Queensland, where it was also set up at Beef Australia 2018 in Rockhampton.
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, such as restaurants.
Current research indicates there are now about 20% 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 & Livestock Australia (MLA) to deliver an innovative new way to engage the broader community about how red meat is produced.
MLA Chief Marketing & Communications Officer Lisa Sharp said the Paddock to Plate Story is an engaging, fact-based tool that addresses growing interest from Australians in how their food is produced.
“Immersive and creative videos such as the Paddock to Plate Story help educate and engage students by addressing their growing interest in sustainability, meat quality, traceability and animal welfare practices within our industry,” Ms Sharp said.
“Ultimately, this is about showcasing Australian beef as the greatest meat on earth.
“This unique experience puts students at the centre of the production journey and showcases the dedicated and passionate Australian beef producers, the process of producing beef and the quality product they consume.”
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 #BeefTheGreatest.
The amazing students from The Lakes College, Youth Off The Streets