Visitors at the Sydney Royal Easter Show got to experience Australia's world-class beef production up close without leaving the showgrounds thanks to innovative 360 degree video technology.

Meat and Livestock Australia's (MLA) stunning Paddock to Plate Story was showcased for the first time this year, bringing to life Australia's beef production systems for the community through a 360 degree experience filmed across the Australian beef industry supply chain. The immersive reality tour takes people into the world of Australian cattle farming, transportation, feedlots, processing and end markets, such as restaurants.

MLA produced the story due to the rise in consumer interest in the provenance of food. Chief Marketing and Communications Officer Lisa Sharp said the Paddock to Plate Story is an engaging, fact-based tool to address growing interest into food production.

"Immersive and creative videos such as the Paddock to Plate Story help educate and engage consumers by addressing their growing interest in sustainability, meat quality, traceability and animal welfare practices within our industry."

"Ultimately, this is about showcasing Australian beef as a sustainable product and a healthy and valuable part of a balanced diet. It also highlights the fantastic work of our Australian beef producers".

MLA also supported the Cattle Experience at the show, giving visitors the chance to meet and interact with cattle producers and livestock.

To visit MLA's website Click Here

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