RED MEAT 2018 SPECIAL FEATURE Save the date Red Meat 2019 will be staged , from Lamb gets the 18–21 N ovember, 2019. virtual treatment Livestock Exchange; Mark Inglis, Farm Assurance & Supply Chain Manager, JBS; and butcher, Gary McBean, Gary’s Quality Meats, Prahran, Victoria. Australian chef, presenter and food writer Karen Martini presents the VR tour. MLA Chief Marketing and Communications Officer Lisa Sharp said it builds on the success of MLA’s Australian Beef Paddock to Plate Story 360° experience. “Since the launch of the Australian Beef Paddock to Plate Story at the EKKA in August 2017, more than 32,500 people have experienced Australia’s red meat production system through this fully immersive and highly engaging Minister for Agriculture David Littleproud (second from left) with MLA Chair Dr Michele Allan andresource as it has travelled around Sheep Producers Australia CEO Graham Smith (left) at the launch of the lamb VR story.Australia,” she said. “This video is an important part of our The story of how Australia transportation, processing and end domestic marketing strategy alongside produces lamb from the farm markets, such as butchers. And it cantools such as the Good Meat website, through to the consumer has be viewed with a VR headset from thewhich are designed to reassure been told with innovative 360° comfort of the Good Meat coach. consumers that Australian red meat virtual reality (VR) technology. is produced with the highest animal The video features producer Michael welfare and environmental standards.” ■ The Australian Lamb Paddock to PlateCraig from Harrow, Victoria, and other Story, launched at Red Meat 2018, takesstakeholders including Paul Christopher, goodmeat.com.au consumers through sheep farming, Manager of Horsham Regional Beef to fuel 2020 Olympians Australian beef will be an and build on all MLA’s marketing Olympics partnership.” official partner of the 2020 and communications initiatives in In Japan, Australian beef will be Australian Olympic Team. the Australian market and include served at all official Australian cross-promotional opportunities inOlympic Team events. The partnership started in 2018 and willJapan, our beef industry’s largest and run through to the Olympic Games tosecond largest markets respectively.Australian Olympic Committee Chief be held in Tokyo, Japan, in July 2020. Executive Officer Matt Carroll AM has “In Australia, marketing activity welcomed the partnership, saying it “It makes sense that Australian beef,will extend from television and was a perfect fit. renowned for its superior quality social media right through to and nutritional properties, shouldpoint-of-purchase material. “We are focused on giving every fuel the elite Australian athletes that athlete the opportunity to excel at will compete in the ultimate physical“Sports dietitians and nutritionists – withthese Games and that is only possible and menal contest,” MLA Managingt a reach that extends not only to elitethrough the generous support of our Director Richard Norton said, whenathletes but right through to grassrootspartners,” he said. ■ announcing te news at Red Meat 2018.hparticipation sports – will be the focus of MLA’s nutrition communications and mla.com.au “The partnership will complement education program throughout the 8