Sydney CBD transformed into Target 100’s ‘Virtual Farm’

Beef Central, 17/12/2012


Katherine, NT cattleman Stewart Austin during the target 100 'Virtual Farm' awareness project in Sydney this morningLivestock producers have transformed Sydney’s Martin Place into a cattle and sheep farm complete with live animals, native bushland and farmers ‘beamed-in’ via a giant digital screen to talk directly to the people of Sydney about their industry.

All day today and tomorrow, members of the public have the unique opportunity, without leaving the city, to speak live, directly to cattle and sheep producers on their properties across the country.

The giant screen is projecting them onto Aussie farms using virtual technology and by doing so, helping bridge the gap between urban and country Australia.  Sydneysiders can also enjoy a free lunchtime barbeque and have the chance to win meat trays worth $50.

As shown in this recent survey*, 58 percent of urban dwellers are interested to know about the process undertaken to produce the beef and lamb they consume.

The Target 100 Virtual Farm presents an opportunity for open discussion with Australian farmers leading the charge in sustainable farming practices.

The giant screen in Sydney's Martin Place used as part of the Target 100 'Virtual Farm' experience“This is a great opportunity for Sydneysiders to meet and talk to real Aussie farmers and gain a better understanding of how beef and lamb get from the paddock to the plate,” said Queensland beef cattle farmer, and Target 100 spokeswoman, Kara Knudsen.  

“I anticipate people will be surprised to find out what actually goes into managing a property. It’s not just about mustering cattle or shearing sheep; it’s a full-time job that requires knowledge of botany, hydrology, geology, entomology, zoology and meteorology."

"We’re excited to give our city friends a sneak peek into what we do,” Ms Knudsen said.

Popular journalist, blogger, qualified health coach and Target 100 ambassador, Sarah Wilson will also be on hand at the Target 100 Virtual Farm, sharing tips on why beef and lamb are an important part of a healthy and sustainable diet.

“I’m keen to encourage people to gain a better understanding of where their beef and lamb comes from. My eating philosophy is one that encourages a diet that’s high in protein, so beef and lamb are often on the menu.

The Target 100 Virtual Farm will give us the chance to ask the farmers all we want to know about the practices that go into farming the beef and lamb we love to eat,” Ms Wilson said.

Target 100 is an initiative of Australia’s cattle and sheep producers to advance sustainable practices and ensure a sustainable food supply for generations to come.

* Click on the last image below to see the relevent passage from the Pollinate research findings into urban attitudes towards the farming sector.


  • The Target 100 Virtual Farm will run from 8am until 7pm on December 17 and 18, with a range of activities, speakers and competitions scheduled throughout. If you're in the city for the day, the location is Martin Place, in Sydney’s CBD between Pitt and Castlereagh Streets. 





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