The story of how Australia produces the world’s most sought-after lamb, from the farm right through to the consumer, has been brought to life using innovative 360 degree virtual reality technology.
Meat & Livestock Australia has launched the new Australian Lamb Paddock to Plate Story at Red Meat 2018, Canberra. The immersive 360 degree reality experience caters to consumers by telling them the story of Australian lamb production.
The experience takes consumers into the world of Australian sheep farming, transportation, processing, and end markets, such as butchers. It enables consumers to experience the industry through a VR headset from the comfort of the Good Meat coach.
The video features lamb producer Michael Craig, from Harrow, Victoria, and other stakeholders from throughout the value chain. Well-known Australian chef, restaurateur, presenter and food writer, Karen Martini, presents the VR tour.
MLA chief marketing and communications officer Lisa Sharp said it built on the huge success of MLA’s Australian Beef Paddock to Plate Story 360 degree experience.
Andrew Miller
I'm a general reporter with Stock & Land, with a special interest in irrigation issues. I completed my cadetship, with the Age, in 1980. Over my career, I've worked for ABC radio news (Mt Isa, Qld) and at provincial and suburban newspapers.
I'm a general reporter with Stock & Land, with a special interest in irrigation issues. I completed my cadetship, with the Age, in 1980. Over my career, I've worked for ABC radio news (Mt Isa, Qld) and at provincial and suburban newspapers.
