Australia-The Royal Easter Show.

AUSTRALIA-ROYAL EASTER AGRICULTURAL SHOW.

Integrity on Show – more than 250 000 expected to visit Food Farm

1/04/2009

More than 250,000 visitors are expected to have the journey of food from paddock to plate demystified at the ’Food Farm’ pavilion at this year’s Sydney Royal Easter Show.

Meat & Livestock Australia (MLA) is a major supporter of the ’Food Farm’, which aims to build knowledge of food production, farm life and the important role of agriculture to the community.

Australia is a proud farming nation yet past research* has shown that 63% of urban Australians know little or nothing about farming life according to MLA Chairman Don Heatley.

"With an increasing disconnect between the city and country, initiatives like the ’Food Farm’ are all the more vital in bridging this gap, increasing awareness of the red meat industry, and recognition of its producers as caretakers of the land who are committed to excellence," Mr Heatley said.

Themed ’Where does our food come from?’ the ’Food Farm’ will provide an engaging and entertaining program of activities that tell the story of how food is produced.

Now in its third year, it will present a unique integration of live animals, industry information, interactive games, meat cuts and carcase displays, butchery, daily celebrity cook-off challenges, and cooking demonstrations including sausage and pie making.

"For many city children, the Sydney Royal Easter Show is one of the only places they can get up close and personal with farm animals and gain an insight into food production," Mr Heatley said.

"This not only leads to a better understanding of what happens on farming properties but also increases trust in how red meat is produced and in the industry as a whole."

MLA’s participation at agricultural shows is an integral part of its industry integrity communications program.

The program aims to increase urban Australians’ knowledge of red meat production; provide a hands experience of production on farm; and create a bond between producers and urban Australia.

Other program activities include ’Farm Day’ coming up on 30 and 31 May – details at www.farmday.com.au; and a celebrity ’city slickers’ feature with The Australian Women’s Weekly commencing with Australian actress and singer Tottie Goldsmith visiting a sheep and beef enterprise at Warren, NSW in the April edition.

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