Indonesian journalists have been roaming grassy green paddocks in Gippsland as part of a plan to promote Victorian meat in their home country.
The journalists were visiting courtesy of the Victorian Grass-Fed Meat Visiting Journalist Program, a State Government initiative that aims to have the health and quality benefits of grass-fed meat promoted in the Indonesian media.
"We do a whole paddock-to-plate process," said Paul Crock of Gippsland Free Range Farm, a participant in the program.
"We had them out in the paddock with the cows, showing them the different species in the pastures, and then I had them actually physically pushing the bales and getting their hands dirty," he said.
"Then we had chef Alejandro Saravia from a Melbourne restaurant and he was there to cook up our produce and present the whole plate aspect of the day, to have the communicators learn the story and really get a solid understanding."
Market research has shown menus in Indonesian restaurants and hotels offer predominantly grain-fed beef, the standard produce exported from New South Wales, Queensland and the United States, at the expense of higher-quality, higher-priced Victorian grass-fed beef.
Mr Crock believes educating high-income Indonesian consumers about the benefits of grass-fed meat may reverse this trend.
"We grow and look after the cattle," he said.
"We grow them for so long. We obviously process them, turn them in to meat, but we want people to enjoy the whole story of where their meal comes from.
"That's where we're not just meat wholesalers — not just selling meat. We are selling the whole story all the way through."
The journalists seemed to get the message.
"It's a really interesting thing to see that people care so much about the produce and how the animals are treated," said Ian Wongso, head of content at a major Jakarta website.
"The grass-fed beef … I can tell it's more healthy.
"It doesn't have a lot of chunky fats in it … it's all pure meat and you can just feel the fat only on the side layers, not on the middle layer. So it is actually very nice."
Mr Wongso said consumer culture in Indonesia was changing.
"In Jakarta, people don't care so much about what they are eating. We don't get a lot of information about where the meats are coming from," he said.
"But I would say that Indonesians now demand more interesting food."
Petrus Gandamana, who writes for a restaurant and cafe guide, agreed.
"There is a very important shifting consumption in Indonesia," he said.
"The lifestyle is more on the health-conscious.
"This kind of grass-fed meat is really important for the premium market, and I think Indonesian people from the medium income scale up are ready for this kind of category."
For Reynette Suwarno, who writes about important issues modern Indonesian women face, the challenge is to get the environmental message across to consumers in the densely populated Indonesian cities.
"The cattle here are healthier and also look happier because they are set free and naturally eat the grass," she said.
"So I think it's better for the cows and also for the human who eats it.
"It's very important because we also have to be concerned about the environment, ensuring that we treat animals rightly.
"In Gippsland, it's very green and everything is beautiful with all the trees and also the roaming cows and sheep.
"I feel like [I'm] in a different planet."