13pgs, With a focus on journalistic discourse, this paper argues for a re-envisioning of food-system communication that takes non-human animals into account as stakeholders in systems that commodify them. This is especially urgent in light of the global pandemic, which has laid bare the vulnerability to crisis inherent in animal-based food production. As a case study to illustrate the need for a just and non-human inclusive orientation to food-systems communication, the paper performs a qualitative rhetorical examination, of a series of articles in major U.S. news sources in May of 2020, a few months into the economic shutdown in the U.S. in response to the COVID-19 pandemic. At that time, millions of pigs were brutally killed on U.S. farms due to the impossibility of killing them in slaughterhouses overrun with COVID-19 outbreaks. The analysis finds that media reporting legitimated violence against pigs by framing narratives from industry perspectives, deflecting agency for violence away from farmers, presenting pigs as willing victims, masking violence through euphemism, objectifying pigs and ignoring their sentience, and uncritically propagating industry rhetoric about “humane” farming. Through these representations, it is argued, the media failed in their responsibility to present the viewpoints of all sentient beings affected by the crisis; in other words, all stakeholders. The methodology merges a textually- oriented approach to critical discourse analysis (CDA) with social critique informed by critical animal studies (CAS), and the essay concludes with recommendations for journalists and other food-system communicators, which should be possible to implement even given the current capitalist, industry-influenced media environment and the demonstrated ruthlessness of animal industries in silencing voices inimical to their profitmaking.
20 pages, There has been increased public interest and concerns in issues such as farm animal welfare (FAW) on the island of Ireland, stoked in part by political and governance changes, such as Brexit and COVID-19. Front-of-pack food labelling represents a primary information channel for many people. In advance of considering formalised food labelling schemes, specifically relating to FAW, it is important to ensure an up-to-date understanding of current consumer perceptions of FAW. With this aim, the current study utilised a mixed methodology. Nine focus group discussions (n = 41) and an online survey (n = 972) with food consumers in Ireland and Northern Ireland explored perceptions of FAW. Results suggest that overall perceptions of FAW are high, and consumers perceive FAW to have improved in the last decade. Quantitative (ANOVA) and qualitative results show variations in perception of FAW between sectors. Results from the focus group discussions identified factors underlying consumers’ perception of FAW: the living conditions of the animal, size and intensity of the farm, national standards and schemes, and visibility. Information insufficiencies and knowledge gaps were identified. The findings are discussed in relation to policy implications for the role of public engagement, front-of-pack welfare labelling, and quality assurance schemes.
6 pages., Evidence overwhelmingly supports the view that we need to drastically reduce our consumption of animal products for reasons related to the environment and public health, while moral concerns about the treatment of animals in agriculture are becoming ever more common. As governments increasingly recognize the need to change our food production and alternative protein products become more appealing to consumers, agriculture finds itself in a unique period of transition. How do farmers respond to the changing atmosphere? We present secondary analyses of qualitative and quantitative data to highlight some of the uncertainty and ambivalence about meat production felt throughout the farming community. Survey data from France and Germany reveals that in both countries, those who work in the meat industry have significantly higher rates of meat avoidance than those who do not work in the industry. While non-meat-industry workers are more likely to cite concerns for animals or the environment, meat industry workers more often cite concerns about the healthiness or safety of the products. Concurrently, interviews with people who raise animals for a living suggest that moral concerns among farmers are growing but largely remain hidden; talking about them openly was felt as a form of betrayal. We discuss these findings in the context of the ongoing agricultural transition, observe how tension has manifested as polarization among Dutch farmers, and offer some thoughts about the role of farmers in a new world of alternative proteins.
"More than a year after an undercover video campaign revealed animal welfare issues at Fair Oaks Farms, experts say there are important lessons to be learned." Article describes the event and includes sections about principles of crisis communication, tracking animal activists, and tips for hiring employees.
15 pages, The post-war Western world has seen a gradual shift from government to governance, a process that also concerned the issues related to agro-food sustainability, such as food quality, environmental impact, social justice, and farm animal welfare. Scholars believe that social media are a new site that reconfigures relations between various actors involved in the governance of these problems. However, empirical research on this matter remains scarce. This paper fills this gap by examining the case of Februdairy, a Twitter hashtag campaign to promote the British dairy industry, hijacked by animal protection activists. For this case, I employ the relational perspective on technology affordances—as operationalised by Faraj and Azad (in: Leonard et al. (eds), Materiality and organizing. Social interaction in a technological world, Oxford University Press, Oxford, 2012)—to highlight two distinct strategic modes of embracement of social media functionalities by the opposing groups: hashtag hijacking and crowdsourcing transparency. The analysis reveals also that a pre-existing social structure of the agro-food system conditions reconfiguration of social relations by technology in a way that actually strengthens the tendency to govern the issue of farm animal protection with market mechanisms.
19 pages, via Online journal, This article discusses the interplay of public policy and market-driven initiatives to improve farm animal welfare (FAW). Over the last couple of decades, the notion of ‘market-driven animal welfare’ has become popular, but can the market deliver the FAW that consumers and politicians expect? Using the Danish pork sector as the empirical setting, this article studies efforts to improve private FAW standards following changes to general regulations. The analysis shows that ethical misgivings regarding the adequacy of current and prospective FAW standards are tempered by the economic considerations that guide the practices of some actors. The study also shows that efforts to improve FAW standards are contingent on collaboration and coordination across globalised markets among actors with divergent interests. The findings have important implications for market practices and public policy in relation to FAW.
18 pages., via online journal, As the public has expressed increasing concerns regarding the humane raising and handling of farm animals, the U.S. Department of Agriculture and industry organizations have developed a series of standards enforcing animal welfare in the poultry industry. Labels and value-added claims were created and defined to differentiate products and to inform consumers’ purchasing decisions. This study identified five labels related to animal welfare that are frequently found on food packages in the U.S. grocery stores, including both the mandatory labels and third-party, voluntary labels. Using a controlled online experiment (N=249), we examined the labels’ effects on consumers’ perception of humane treatment and purchasing tendencies toward egg products. Results showed that while most consumers lack knowledge regarding the labels’ meaning and certification standards, they rely on the labels with simplistic terms (e.g., "certified humane," "cage free") as heuristic cues to judge the ethical treatment of hens on the farm. However, the selected labels did not lead consumers to pay a higher premium for the labeled products. We discussed the implications for regulators, food marketers, and agricultural communicators.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 157 Document Number: D11639
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2 pages., Online via AgriMarketing Weekly., Release from Protect the Harvest describes "how extremist groups...are cashing in" on the COVID-19 crisis, jeopardizing animal producers and consumers.
Online via https://newprairiepress.org/jac, Authors identified five labels related to animal welfare that are frequently found on food packages in USA grocery stores Results of a controlled online experiment among consumers showed that while most consumers lacked knowledge regarding meaning of the labels and certification standards, they relied on the labels with simplistic terms as heuristic cues to judge the ethical treatment of hens on the farm. The selected labels did not lead consumers to pay a higher premium for the labeled products.
USA: Center for Food Integrity, Gladstone, Missouri.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11707
Notes:
2 pages., Online from publisher., Examines a period of meat shortages in stores - and headlines about pork and poultry farmers having to euthanize entire barns of animals. "Helping consumers understand the supply chain disruption and impacts may seem daunting, but the key is to keep it simple and engage on the shared values of safe food and a commitment to the highest standards of animal care."
