Australian Good Meat Paddock to Plate Story roadshow


Australian Good Meat, in collaboration with Think Digital, is heading on tour to share the story of how Australian beef is produced.

The ‘Australian Good Meat Paddock to Plate Story’ is bought to life through immersive 360-degree virtual reality video technology. It showcases the world-class supply chain standards, practices and systems that ensure Australia is producing some of the highest quality and most sustainable beef in the world.

The Australian Good Meat coach will be hitting the road to visit schools and communities in South Australia, Victoria and New South Wales on a three-month journey, from September through to November.

Our visit are FREE and participants will be given the unique opportunity to put on a VR headset and experience beef production in a truly unique way - and all from the comfort of our coach - including on a cattle farm, transportation, feedlot, processing facility and with end markets such as restaurants.

Register your interest

To register your interest for the Australian Good Meat coach to visit your school or community event, please fill out the following form. You will be contacted by one of the Australian Good Meat team shortly.


Our route

The roadshow will be following the route mapped out however we can be flexible with our tour route (with limitations). If your event is off track please still register your interest via the application form and your event will be considered.

Preview the Paddock to Plate Story


Meet your hosts

Meat & Livestock Australia (MLA) delivers research, development and marketing services to Australia's cattle, sheep and goat producers.

MLA is funded from transaction levies paid on livestock sales by producers, with the Australian government contributing matching funding for MLA’s investments in research and development. Other funding comes from specific Australian Government grants and voluntary contributions from industry partners.

MLA collaborates with these stakeholders to invest in research, development and marketing initaitves that contribute to producer profitability, sustainability and global competitiveness.

Learn more at

Think Digital are advocates for regional, rural and remote Australia.

They specialise in developing Immersive Technologies for Agriculture and have created #FarmVR and #FarmAR -Virtual Reality and Augmented Reality farming experiences to help educate people where their food comes from and to upskill and inspire them to consider agriculture as a career pathway.

As Digital Educators, their energy, enthusiasm and industry knowledge has been shared in well over 2000 workshops both internationally and across Australia. They have also architected over 1000 websites for an array of customers.

“Rocky” their Think Digital Coach is a hi-tech 14-metre classroom on wheels, that travels throughout Australia providing digital education, experiences, and education and will be deployed on the MLA Good Meat Paddock to Plate Tour. Our mission is to build the digital skills and confidence of those we meet and our vision is to help bridge the digital divide between the city and country, and ultimately our purpose is to help feed the world!

Learn more at | |

Frequently asked questions

Q: What does the Australian Good Meat Paddock to Plate Story show?
A: The immersive 360-degree video tells the story of Australian beef production and underpins why Australia produces the greenest and cleanest beef in the world. Viewers will see Australian cattle farming, transportation, feedlots, processing and end markets, such as restaurants.

Q: How long is the video content?
A: The video goes for 6.5 minutes, however we allow 10 minutes per session

Q: How do I apply for the Australian Good Meat Paddock to Plate Story to come to my event?
A: Review the roadshow map and if the route passes through or near your town register your interest on the online application form

Q: How many people can you cater for each session
A: Sessions run for approximately 10 minutes per group with 20 participants per session

Q: How long can you stay at each event?
A: the duration of each activation is dependent on the number of participants, however activations will run for a minimum of 2 hours

Q: Will you extend your tour off the mapped route?
A: The roadshow will be following the route mapped out however can be flexible in our tour route (with limitations). If your event is off track please still register your interest via the application form and your event will be considered.

Q: Who is the target audience?
A: The Paddock to Plate Story has been developed as a community engagement tool to share with all Australians the story of food provenance and showcase the production systems we have in place to ensure the best quality beef in the world.

  1. Primary: Australians living in urban areas and school students (years 2-12)
  2. Industry stakeholders and beef producers

Q: Who is the 360 degree content not suitable for?
A: We recommend that any person suffering epilepsy or severe motion sickness do not take part in the 360 degree virtual reality  

Q: How did you come up with the content?
A: To demonstrate the whole paddock to plate story, the content was scripted in consultation with those in the paddock to plate story, as well as subject matter experts, both internal and external to MLA.

Q: How much does it cost?
A: There is no charge to the school or community group for the bus to visit, and participation is free.