MLA’s ‘Paddock to Plate’ experience at the Sydney Royal Easter Show drew in huge crowds across the event period.
The Sydney Royal Easter Show has always played a huge role in bridging the gap between city and country, and 2023’s event was no exception.
This year, almost one million people flooded through the gates of Sydney Olympic Park to learn about life on the land, enjoy the attractions and taste the local produce – and MLA’s Paddock to Plate ‘igloo’ experience was right in the thick of it.
Featuring 360-degree videos and educational animations, the immersive igloo experience took metro consumers and school groups on a journey from paddock to plate. They delved into several topics:
- animal wellbeing
- sustainability
- nutrition
- innovation.
Visitors came from far and wide to participate visit the igloo at MLA’s Paddock to Plate experience.
According to Samantha Jamieson, MLA’s Group Manager – Stakeholder Collaboration, the response from the community was overwhelmingly positive.
“Prior to visiting our Paddock to Plate igloo, 54% of attendees rated their knowledge of the red meat industry as ‘poor to average’.
“After spending some time with us and watching the producer videos, 86% rated their knowledge as ‘good/excellent,” Samantha said.
Other key highlights from the attendee survey include:
- 80% feel positively about how Australian beef and lamb producers care for their animals and the environment. Another 16% believe that they ‘mostly’ care.
- Only 1.7% feel negatively about how the Australian red meat industry cares for animals and the environment.
- 71% feel positive about the industry working towards its ‘Carbon neutral by 2030’ (CN30) goal.
Samantha said that having a presence at big-ticket events such as the Sydney Royal Easter Show opened plenty of opportunities to connect with school groups and metropolitan consumers, enabling MLA to share the true story of Australian red meat.
“Many people living in cities don’t know about the work our industry is doing to be part of the climate solution, or about red meat’s role in healthy, sustainable diets,” Samantha said.
“By engaging with these consumers at events like the Royal, we’re able to demonstrate our commitment to our animals and the environment, as well as share the facts in the face of misinformation surrounding our industry.”
Other key highlights from the attendee survey include:
- 80% feel positively about how Australian beef and lamb producers care for their animals and the environment. Another 16% believe that they ‘mostly’ care.
- Only 1.7% feel negatively about how the Australian red meat industry cares for animals and the environment.
- 71% feel positive about the industry working towards its ‘Carbon neutral by 2030’ (CN30) goal.
Samantha said that having a presence at big-ticket events such as the Sydney Royal Easter Show opened plenty of opportunities to connect with school groups and metropolitan consumers, enabling MLA to share the true story of Australian red meat.
“Many people living in cities don’t know about the work our industry is doing to be part of the climate solution, or about red meat’s role in healthy, sustainable diets,” Samantha said.
“By engaging with these consumers at events like the Royal, we’re able to demonstrate our commitment to our animals and the environment, as well as share the facts in the face of misinformation surrounding our industry.”
