Australian Good Meat Paddock to Plate Story roadshow

Australian Good Meat Paddock to Plate Roadshow looks to 2019

The Australian Beef Paddock to Plate Story is a 360-degree virtual reality video that shows how Australia produces some of the best beef in the world – from paddock to plate.

Since its launch at the Brisbane EKKA in August 2017, more than 32,500 people have put on the VR headsets and experienced the journey for themselves.

The VR video is shown on the Good Meat coach, which has been on tour in 2018 visiting schools and community groups’ right across Australia.

This journey started in Queensland on the ‘road to Rocky’ where the coach had pride of place, and proved to be one of the leading attractions, at Beef Australia 2018.

Since then the coach has been on an incredible 6000 KM journey sharing the story of Australian Beef with over 40 schools and 30 community groups across South Australia, Victoria, Tasmania, parts of New South Wales and Canberra – finishing up at Red Meat 2018 in Canberra at the end of November.

As the coach takes a well-deserved break over Christmas and New Year, the Good Meat team wishes to thank all those who came to try the paddock to plate experience and all those who applied.

Bring on 2019

Australian Good Meat is very excited to announce the launch of the Australian Lamb Paddock to Plate Story set to kick off in 2019.

Like the beef Paddock to Plate story, it shows how Australia produces the world’s most sought-after lamb, from the farm right through to the consumer. This journey is brought to life using an even more advanced and engaging 360 degree, three dimensional virtual reality technology.

The experience takes participants into the world of Australian sheep farming, transportation, processing, and end markets, such as butchers and retailers.

If you haven’t yet had the opportunity to experience the Paddock to Plate Story, we’ll be back to share the Story of Australian Lamb in 2019. Look out for updates on the Australian Good Meat Facebook and Instagram pages.

Expressions of interest for 2019 are now open. All existing applications for the Australian Good Meat Paddock to Plate Story will also be considered.


Facebook: @AUSGoodMeat

Instagram: @ausgoodmeat


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.