Norco participating in Queensland agricultural show

Norco is participating in the Ekka, the Queensland agriculture show, with an interactive and educational activation taking place until 20 August.

With research revealing that one in four Australian children aged 5–12 thinks their food originates from a supermarket shelf, the immersive ‘Grass to Glass’ experience aims to bridge the gap by bringing an authentic farm experience to life, with a modern twist.

The multi-sensory activation will combine AR technology and real-life farm experiences to showcase the farming process via a learning trail where guests will move from the working farm to the Norco factory to sample milk.

Norco dairy farmer Chris Eggert said it is important for the younger generation to learn how farms operate and where food comes from, especially since farmers are constantly adapting farming methods.

The four sensory zones will include a mix of outdoor games, a cinema experience, educational facts and a Norco AR game series, Cow’s Play. The game series is designed to educate families on dairy farming through gamification, with the aim of the game to keep Norco’s virtual cow, Ellie, happy.

Families attending the Ekka will get the opportunity to attend milking demonstrations, learn how to make cream and butter, and try milking a cow.

Ben Menzies, Norco General Manager Commercial and Strategy, said it is an honour for Norco to be part of the Ekka, an important event for Queenslanders.

Earlier this year, in partnership with the National Farmers Federation, Norco released a report about farmer mental wellbeing, which found that 76% of Australian farmers believe the role they play is undervalued by the Australian public. The Ekka is an opportunity to acknowledge this and allow the public to learn more about farmers.