Meat & Livestock Australia (MLA) has announced its participation in the Queensland Royal Show, Ekka 2025, running from 9 to 17 August at the Brisbane Showground.
MLA will be running three activities designed to educate and engage the public on the red meat industry’s commitment to sustainability, animal welfare, and nutrition.
The three activities include:
- QLD Beef Up Close – Daily presentation series with a live bull.
MLA is launching QLD Beef Up Close, a new initiative in the Large Animal Pavilion featuring seven daily presentations across the nine days of Ekka.
In partnership with The Royal National Agricultural and Industrial Association of Queensland (RNA), these sessions will explore topics such as sustainable farming practices, animal welfare, and the role of red meat in a healthy diet.
A feature of this activation is the inclusion of a live bull, offering visitors a rare opportunity to see and learn directly about livestock care and management.
This hands-on experience brings the industry to life and fosters deeper understanding and trust between producers and the community.
- Australian Good Meat Stand – Paddock to Plate VR Experience
Visitors will experience firsthand how Australian producers care for their livestock and the environment through an interactive exhibit that features a 360-degree virtual reality journey from paddock to plate.
Red Meat Ambassadors will be on site to guide visitors through the experience and share insights from their own work in the industry.
- G.O.A.T. School Competition Exhibition – A Goat’s Tale: Four Seasons of Farming
Ekka G.O.A.T (greatest of all time) school competition is a creative and curriculum-linked initiative that invites Queensland students to explore the relationship between livestock and the environment.
Using MLA’s Australian Good Meat education resources, students design artwork that reflects how goats interact with nature across the four seasons.
“These activations are a powerful way to connect with the community and showcase the values and practices of Australia’s red meat producers,” said MLA’s community communications manager, Samantha Jamieson.
“We’re especially excited about the new QLD Beef Up Close initiative for the first time, bringing producers and consumers together in a meaningful and interactive way.”