A potential big gain for the industry is using immersive technology to attract new blood.
"When it comes to kids, what I'm trying to do is inspire them to take up ag as a career path," he said.
Students climb onboard the bus and don their VR headsets to discover how beef is produced from paddock to plate.
Even the less savoury parts of the supply chain are included, with a virtual tour of an abattoir.
"I didn't know they hung the cows down and get all the blood out of them.
"I just thought they just killed them, then drained them, then put them on the plate and cooked them."
The immersive beef experience was funded by Meat and Livestock Australia (MLA), the red meat industry's marketing and research body.
See the full story with videos here: https://www.abc.net.au/news/2019-03-02/vr-farming-takes-off-in-agribusiness/10851278