MORE than 50,000 people around the country have an improved understanding of Australia red meat production system for Beef and Lamb now thanks to the devleopment of the MLA’s Paddock to Plate virtual reality campaign in 2017.

The MLA campaign uses the Think Digital Coach – a 14 metre hi tech mobile classroom, currently fitted out with 20 VR headsets – to take farm tours directly to schools and communities around the country.

MLA Communications Manager, Community Programs Fiona Young, said more than 50,000 people have now experienced Australia’s red meat production systems through the fully immersive and highly engaging resource.

“MLA had a very clear mandate to inform people educate people about the Australian red meat industry and the hard work and stringent practice that goes into producing such a top quality product, said Ms Young.

Tim Gentle

“Using the immersive nature of Virtual Reality, we were able to take viewers through the full production journey from the farm right through to the butcher to continue to meet the rise in consumer interest in the provenance of food.

“Positive community engagement is integral to a sustainable and prosperous industry in the long-term, and Virtual Reality is proving to be an important part of MLA’s community engagement program.”

The mobile VR cinema is just one example of how mixed reality such as virtual reality and augmented reality is having a real impact in shifting market perceptions and underpinning traditional approaches in training and education.

At the Australian Agriculture Immersive Technology Conference in Melbourne this week, Think Digigal founder Tim Gentle will be speaking on further education and training applications for this technology.

Incorporating a pre and post experience survey within the VR environment had allowed Think Digital and MLA to capture shift in community knowledge and perceptions about the industry.

“This is where we now see it move beyond a feel good marketing experience to a powerful platform for education and research,” said Gentle.

Filming with 360 degree cameras to create Paddock to Palate Virtual Reality experience.

Think Digital has also worked with a number of agri-based businesses to create and deploy immersive experiences to engage, educate and inspire people to learn more about where their food comes from and to consider career pathways in food and fibre.

“Excitingly, we have now also created a software platform that will allow our customers to manage and deploy their experiences, and track audience engagement and learning.

“We will be demonstrating and launching this at the Mixed Reality conference in Melbourne, as well as presenting our collaborative VR Platform and augmented wearable applications.”

The MLA Think Digital Coach will also be at the conference, which is being held in Melbourne today and tomorrow.