The Beef Bus Road to Rockhampton Tour

Experience the Paddock to Plate Story in Virtual Reality.
Roadshow Stops


Roadshow Stops

Meat & Livestock Australia’s Beef Bus is on tour, educating Australians about Aussie Beef and how it gets from the farm to their fork; brought to life using Virtual Reality technology.

Did you know that there are now about 20 per cent less Australians from urban centres visiting cattle or sheep farms annually compared to six years ago. This, coupled with a rise in consumer interest in the provenance of food, has led MLA to deliver an innovative new way to engage the community about how beef is produced.

The Paddock to Plate Story in Virtual Reality is a beef industry first that highlights food provenance, showcasing the world-class supply chain standards, practises and systems that ensure Australia is offering the highest quality, greenest, cleanest and most sustainable beef in the world.

The Beef Bus will be visiting schools and communities along the east coast between Sydney and Rockhampton where participants will be given the unique opportunity to experience everything that takes place during the supply chain process; including cattle faming, transportation, feedlots, processing and end markets such as restaurants.

What better way to help address consumers rising interest in food provenance than an immersive Paddock to Plate 360 video experience that simulates a guided tour of our beef industry and highlights the fantastic work of our Australian beef producers.

Follow the journey on Facebook @AustralianBeef #BeefTheGreatest

Meet Your Hosts

Meat & Livestock Australia

Meat & Livestock Australia

Meat & Livestock Australia Limited (MLA) is the marketing, research and development body for Australia’s red meat and livestock industry.

MLA is a not-for-profit organisation owned by cattle, sheep and goat producers. It is funded by a levy on livestock sales, with the Federal Government providing matching funds for R&D investment.

MLA’s core focus is to deliver value to its 50,000 levy paying members by growing demand for red meat, and
improving profitability, sustainability and global competitiveness.

Think Digital Team

Think Digital

Think Digital energy, enthusiasm, and industry knowledge has been shared in over 2000 digital workshops across Regional, Rural and Remote Australia.

Tim Gentle, the founder of Think Digital, has also architected over 1000 websites for an array of customers.

The #ThinkDigitalCoach is a hi-tech 14-metre classroom on wheels, that travels throughout Australia providing digital education, experiences, and education.

Think Digital’s vision is to build a tribe of digitally engaged Australia, and help bridge the digital divide between the city and country, by delivering Tomorrow’s Technology Today.

Learn more about Think Digital and Tim at

Think Digital Team