15 pages. Pages 1-15 of journal. No volume or issue listed., In this cross-sectional study, we aimed to describe differences between India and the United States in public perceptions of free-roaming dogs and cats, concerns related to free-roaming animals, and preferred strategies for veterinary medical interventions and population management. Between August 2021 and February 2022, 498 individuals completed an online survey including 210 Indian respondents and 288 American respondents. Free-roaming dogs and cats were largely perceived as community animals among Indian respondents, with significantly more respondents indicating they should be allowed to roam freely compared with American respondents. Respondents from both countries were concerned about animal welfare, although Americans were significantly more likely to list animal welfare, public health and wildlife risks as significant concerns related to free-roaming cats and dogs. American respondents were also more likely to support adoption for sociable animals and euthanasia for unsociable animals, whereas Indian respondents were more likely to support spay/neuter, vaccinate and release strategies for both dogs and cats. Our findings speak to the importance of implementing tailored strategies for free-roaming cat and dog management based on local cultures and community perceptions of free-roaming animals.
Wilms, Lisa (author), Komainda, Martin (author), Hamidi, Dina (author), Riesch, Friederike (author), Horn, Juliane (author), and Isselstein, Johannes (author)
Format:
Journal Article
Publication Date:
2024-04-15
Published:
USA: Oxford University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13552
11 pages, Virtual fencing (VF) is a modern fencing technology that requires the animal to wear a device (e.g., a collar) that emits acoustic signals to replace the visual cue of traditional physical fences (PF) and, if necessary, mild electric signals. The use of devices that provide electric signals leads to concerns regarding the welfare of virtually fenced animals. The objective of this review is to give an overview of the current state of VF research into the welfare and learning behavior of cattle. Therefore, a systematic literature search was conducted using two online databases and reference lists of relevant articles. Studies included were peer-reviewed and written in English, used beef or dairy cattle, and tested neck-mounted VF devices. Further inclusion criteria were a combination of audio and electrical signals and a setup as a pasture trial, which implied that animals grazed in groups on grassland for 4 h minimum while at least one fence side was virtually fenced. The eligible studies (n = 13) were assigned to one or two of the following categories: animal welfare (n studies = 8) or learning behavior (n studies = 9). As data availability for conducting a meta-analysis was not sufficient, a comparison of the means of welfare indicators (daily weight gain, daily lying time, steps per hour, daily number of lying bouts, and fecal cortisol metabolites [FCM]) for virtually and physically fenced animals was done instead. In an additional qualitative approach, the results from the welfare-related studies were assembled and discussed. For the learning behavior, the number of acoustic and electric signals and their ratio were used in a linear regression model with duration in days as a numeric predictor to assess the learning trends over time. There were no significant differences between VF and PF for most welfare indicators (except FCM with lower values for VF; P = 0.0165). The duration in days did not have a significant effect on the number of acoustic and electric signals. However, a significant effect of trial duration on the ratio of electric-to-acoustic signals (P = 0.0014) could be detected, resulting in a decreasing trend of the ratio over time, which suggests successful learning. Overall, we conclude that the VF research done so far is promising but is not yet sufficient to ensure that the technology could not have impacts on the welfare of certain cattle types. More research is necessary to investigate especially possible long-term effects of VF.
17 pages, o sustain the economic viability of a livestock farm in a global market, characterised by a price undercutting competition, farmers are forced to adapt to what the market demands. At the same time, they have to care for the functionality of the farm system as a whole and of the subsystems, such as the farm animals, so that they for their part they can contribute to an economic success. Now, that animal health and welfare (AHW) has become an increasingly important issue for citizens and consumers, not only the decision makers but also the disciplines of animal science are challenged to improve an unsatisfying AHW level that has been neglected for long. However, to reduce AHW problems requires a quite different approach than to increase productive efficiency. A common sense can be assumed concerning the need to strive for an optimal cost-to-benefit ratio while balancing positive and negative impacts of production processes on economic and AHW target figures. However, what is often not adequately considered is the fact that economic and biological demands have to be balanced within a living system, e.g. in the individual animal and farm system. These function as the relevant reference systems in all cases where measures to reduce AHW problems are considered. Furthermore, there is a large gap of scientific knowledge, however, not in the traditional sense. While the predominant approaches, scientists generate context-invariant, and thus generalisable disposal knowledge in diversified subdisciplines, problem solving requires contextualisation, orientation and action-guiding knowledge within transdisciplinary approaches. The reason is that AHW problems are highly context-sensitive as well as multifactorial. They develop within the farm specific interconnectedness of manifold and highly varying factors, emerging a complexity that does not allow predictive statements via inductive approaches but requires an iterative procedure to approach to a farm specific AHW level, which is balanced with the overarching goal of economic viability. Recommended action guiding knowledge has to be of high external and ecological validity, before farmers might consider it to be implemented in farm practice. From the reflection about the discrepancy between the knowledge needed to reduce AHW problems and what is offered by animal science, it is concluded that not only the farm systems but also the predominant approaches of animal science have to be transformed. Otherwise, there is not a big chance to considerably reduce AHW problems in farm animals.
16 pages, Mounting concern over the negative externalities of industrialized animal agriculture, coupled with falling cost curves of novel food technologies have birthed the field of cellular agriculture: a new category of food technology seeking to reproduce the sensory experiences of animal protein, and promising a cleaner, more ethical way of enjoying animal proteins. This research examines consumer acceptance of precision fermentation (PF) made egg products in Germany, Singapore, and the USA. Using an online survey of 3,006 participants, the study examines demographic and dietary traits that predict willingness to try such products and identifies the reasons why consumers are most attracted to them. The findings suggest that PF made egg products are likely to find a willing market, with a substantial proportion (51–61%) of participants willing to try the product, with vegetarians and vegans displaying the highest enthusiasm. Egg consumption habits and, to a lesser extent, income also predict acceptance. Major reasons for adopting the product were animal welfare in Germany, and health aspects in Singapore and the USA, as well as curiosity in all three countries. Observed differences between the acceptance of PF egg and PF dairy are discussed, as well as comparisons to existing alternative protein (AP) product adoption.
Cooke, Andrew (author), Mullan, Siobhan (author), Morten, Charlie (author), Hockenhull, Joanna (author), Le-Grice, Phil (author), Le Cocq, Kate (author), Lee, Michael R. F. (author), Cardenas, Laura M. (author), and Rivero, M. Jordana (author)
Format:
Journal article
Publication Date:
2023-06-29
Published:
United Kingdom: Cambridge University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12951
14 pages, Animal welfare encompasses all aspects of an animal’s life and the interactions between animals. Consequently, welfare must be measured across a variety of factors that consider aspects
such as health, behaviour and mental state. Decisions regarding housing and grazing are central to farm management. In this study, two beef cattle systems and their herds were compared
from weaning to slaughter across numerous indicators. One herd (‘HH’) were continuously
housed, the other (‘HG’) were housed only during winter. Inspections of animals were conducted to assess body condition, cleanliness, diarrhoea, hairlessness, nasal discharge and ocular discharge. Hair and nasal mucus samples were taken for quantification of cortisol and
serotonin. Qualitative behaviour assessments (QBA) were also conducted and performance
monitored. Physical health indicators were similar between herds with the exception of
nasal discharge which was more prevalent in HH (P < 0.001). During winter, QBA yielded differences between herds over PC1 (arousal) (P = 0.032), but not PC2 (mood) (P = 0.139).
Through summer, there was a strong difference across both PC1 (P < 0.001) and PC2 (P =
0.002), with HG exhibiting more positive behaviour. A difference was found in hair cortisol
levels, with the greatest concentrations observed in HG (P = 0.011), however such a pattern
was not seen for nasal mucus cortisol or for serotonin. Overall, providing summer grazing
(HG) appeared to afford welfare benefits to the cattle as shown with more positive QBA
assessments, but also slightly better health indicators, notwithstanding the higher levels of cortisol in that group.
11 pages, Individual background and demographics affect student perceptions of animal production. Understanding how science-based education alters these opinions is a critical aspect of improving university instruction as well as increasing consumer engagement in the poultry industry. The study objectives were to quantify the effects of student background, career interests, and science-based instruction on opinions regarding current issues in the poultry industry. Undergraduate students enrolled in a one semester poultry science course at Iowa State University between 2018 and 2021 were anonymously surveyed at the start and end of the semester as part of a 4-yr study. Students who opted to take the survey answered three demographic questions indicating their 1) livestock experience, 2) sex, and 3) career goals. The body of the survey consisted of 16 “poultry issue statements” where students were directed to mark a vertical dash on a 130 mm horizontal line indicating their level of agreement with each statement. Post-survey collection, the line was separated into 5 sections for discussion: responses within 0%–20% indicated strongly disagree, 21%–40% disagree, 41%–60% neutral, 61%–80% agree, and 81%–100% indicated strongly agree. Responses were analyzed using Proc Mixed in SAS Version 9.4 with a Tukey–Kramer adjustment for all pairwise comparisons using main effects including demographic categories, education (pre- or post-instruction), and year the survey was taken. Responses to various issue statements were affected by students’ livestock experience (P < 0.05; 6 out of 16 statements affected), sex (P < 0.05; 5 out of 16 statements), and ultimate career goals (P < 0.05; 4 out of 16 statements). Pre- vs. post-education responses differed significantly in 6 out of 16 statements (P < 0.05), and in 2 out of 16 poultry issue statements, the year of instruction affected student response (P < 0.05). These data indicate that individual student background, sex, and differing career interests impact opinions of current topics in the broiler and layer industries. Further, science-based education as well as the year the course was taken over consecutive semesters significantly altered student opinions.
26 pages, In the United States, there is a growing disconnect between consumers and their food source, leading to a lack of knowledge and trust in the agricultural food system. Urbanization has moved people away from farms, ranches, and food production; and the information consumers seek about their food is filtered through mass and social media. Portrayals of information about food production, specifically beef, from outside the agriculture industry often present polarizing and conflicting information about beef production and its implications for the health and well-being of humans, livestock, and the environment. This adds to consumer confusion and influences purchasing behaviors. Using a quasi-experimental pretest-posttest 2x2 factorial design, we sought to explore consumer (n = 60) perceptions, consumption, and purchasing behaviors of grass-fed beef and determine the effects of four information treatments on overall perception. Descriptive results showed consumers do not have a shared definition pertaining to grass- and grain-fed beef, citing the internet as their most referenced source for information about food and grass-fed beef. Results from a t-test indicated that exposing consumers to an information treatment had a significant effect on environmental impacts, cost, quality/nutrition, and overall perception of grass-fed beef. A between-subjects factorial ANOVA revealed there was no significant difference in perception based on treatment type. Efforts to raise awareness about beef production, on-farm practices, and links between food and grower could be warranted to help enhance the trust and credibility of the industry and bridge the gap between producers and consumers.
9pgs, Divergence in opinion over how farm animals should be cared for is creating a disconnect between livestock farming and the public that risks a loss of “social license” to farm. One proposed solution for the dairy farming community is to engage more constructively with the public to develop a shared vision of the industry's future; however, farmers and veterinarians remain reluctant to validate public opinions on farm animal care, in particular, often viewing them as naïve or impractical. Understanding the interpretive frames through which people make sense of dairy farming could help the dairy farming community engage more constructively with public opinion, thereby reducing conflict and providing opportunities to change communication or practice. Hence, frame analysis was conducted on transcripts of 60 face-to-face interviews with members of the UK public, first defining frames using reflexive thematic analysis, then considering the effect of these frames on those holding them. The results showed that dairy farming was mainly characterized by two entities: the cow and the farmer. Three frames were developed for the cow: she was perceived as i) enduring, which induced a sense of moral responsibility for her well-being among participants; ii) a fellow or companion, which led to feelings of a shared or parallel life with her; and iii) a force of nature, where the cow's connection with the natural world and “otherness” was appreciated, or even longed for. These connections were unexpectedly widespread within the sample, with many participants simultaneously holding two or even three frames. The farmer was seen through two frames: i) traditional; or ii) modernizing, but both frames had positive and negative narratives depending on the perceived care of the cow, causing confusion or even conflict about the care the farmer actually delivered. These findings provide new insights into the interpretive lenses through which the public makes sense of the dairy cow and her care, not least the bond the public themselves feel with the animal. They offer fresh opportunities for the dairy industry to improve engagement through more reflexive communication or modification of farming practices to better fit societal expectations about dairy cow welfare.
13 pages, Dry cow management practices influence on health, welfare and milk production of cows. Poor farmer–cow relationship and negative attitudes of the farmer on humane practices will reduce cow welfare and overall productivity. In this study, farmers’ attitudes on key dry cow management practices and welfare were observed using a questionnaire in a face to face interview with forty dairy farmers in Kandy District, Sri Lanka. Collected data were statistically analyzed using SPSS version 23.0. The majority of the farmers were men (77.5%), whereas small-scale farming (87.5%) with part-time involvement (72.5%) were noticed. Critical risk factors of dry cow welfare such as no higher satisfaction about the industry (74.3%), poor awareness on concept of animal welfare (10%), hoof caring (42.5%), inspection of teats (10%), and deworming (30%) were identified. Male farmers were better than females in welfare-friendly attitudes for health (P = 0.033) and calving management (P = 0.018). Part-time farmers also had a significant impact on welfare positive attitudes towards calving and health management practices (P = 0.038, P = 0.013 respectively). Considerable percentage of farmers were uncertain on (Health management – 10.8%, Housing management – 18.8%, Feeding management – 15.0%, and Calving management – 5.6%) welfare-friendly routine. Hence, we suggest, further improvement to positive welfare attitudes towards dry cow management should be targeted via proper knowledge dissemination and education programs.
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.
28 pages, Large broiler chicken companies have been under pressure by consumers to reduce their carbon footprint, improve animal welfare and labor practices, and enhance environmental quality across the industry. This study examines how large broiler chicken companies have addressed sustainability within video content directed toward consumers and posted on YouTube. To conceptualize this study, we used the 1990 Farm Bill definition of agricultural sustainability. It is important to examine articulations of agricultural sustainability as company messages often incorporate sustainability philosophies and ideologies while referencing specific production practices and goals. This study used qualitative content analysis to analyze 440 videos, and framing analysis to closely examine a subset of 55 videos, from three of the largest broiler chicken companies in the United States. The framing analysis revealed that stewardship, natural state, and catalyst for change were the three most frequently used sustainability frames across the companies. These frames focus on elements of caretaking, responsibility, and public accountability, and apply these ideals to people, chickens, and profit within the organization. Few discussions of environmental stewardship were found within our analysis. While frames were not necessarily connected to production practices, each company did tend to leverage frames in ways that align with brand positioning. Companies should consider implementing discussions of how production practices affect the environment more directly, since protecting the environment and replenishing natural resources are concepts consumers associate with sustainability.
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.
17 pages, The rise in the demand for animal products due to demographic and dietary changes has exacerbated difficulties in addressing societal concerns related to the environment, human health, and animal welfare. As a response to this challenge, Precision Livestock Farming (PLF) technologies are being developed to monitor animal health and welfare parameters in a continuous and automated way, offering the opportunity to improve productivity and detect health issues at an early stage. However, ethical concerns have been raised regarding their potential to facilitate the management of production systems that are potentially harmful to animal welfare, or to impact the human-animal relationship and farmers' duty of care. Using the Five Domains Model (FDM) as a framework, the aim is to explore the potential of PLF to help address animal welfare and to discuss potential welfare benefits and risks of using such technology. A variety of technologies are identified and classified according to their type [sensors, bolus, image or sound based, Radio Frequency Identification (RFID)], their development stage, the species they apply to, and their potential impact on welfare. While PLF technologies have promising potential to reduce the occurrence of diseases and injuries in livestock farming systems, their current ability to help promote positive welfare states remains limited, as technologies with such potential generally remain at earlier development stages. This is likely due to the lack of evidence related to the validity of positive welfare indicators as well as challenges in technology adoption and development. Finally, the extent to which welfare can be improved will also strongly depend on whether management practices will be adapted to minimize negative consequences and maximize benefits to welfare.
10 pages, By-products like sawdust and straw are applied in compost bedded-pack barns (CBP) for cattle. These materials, which are gradually mixed with excreta and undergo a composting process, serve as a lying bed for the cattle. This study aims to assess the perception of consumers and farmers regarding the use of CBP during the grazing season of cattle for raising other animals or for growing food crops. This was examined by combining surveys with consumers from eight European countries and cattle farmers, focus groups with consumers, and in-depth interviews with individual farmers who implemented alternative uses of compost. The results showed that farmers preferred the compost bedded-pack system to the cubicle system in terms of sustainability and market aspects, although the cost of the bedding material required for CBP was seen as a significant negative aspect. Around half of all consumers indicated that the compost can be used for non-edible products and 26% indicated the compost can be used for raising other animals. Furthermore, 5% of consumers felt that compost should not be used for any other purpose. There were statistically significant differences between countries; therefore, regional specificities should be taken into account when marketing products from compost in CBP barns.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12189
Notes:
Online from AgriMarketing Update. 1 page., "The question in the case is whether the U.S. Constitution permits California to extend its police power beyond its territorial borders by banning the sale of wholesome pork and veal products sold into California unless out-of-state farmers restructure their facilities to meet animal-confinement standards dictated by California."
Online from publisher. 4 pages., "Building trust in food begins with empowering farmers through one of the largest and most diverse conservation- and sustainability-focused pulic-private partnerships in our nation's history."
USA: Center for Food Integrity, Gladstone, Missouri.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D11946
Notes:
Online from CFI. 29 pages., The Center "examines the most important emerging trends in animal protein, the latest digital ethnography research on consumer mindset and traditional and social media chatter, and provide specific insight to guide strategy going forward."
"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.
34pgs, The idea of what is natural has particular relevance in the thoroughbred racing and breeding discourse. It guides breeding regulations; influences how the thoroughbreds’ behaviour is perceived and has implications for husbandry, handling, training and racing practices. This study investigates how key industry and animal advocacy informants based in the US, Australia and the UK conceptualise naturalness within the context of common racing practices that potentially impact the horses’ welfare. The informants were interviewed using semi-structured interviewing and photo-elicitation. Four common images of thoroughbreds on race day were presented to elicit the informants’ responses. Differences emerged between how the two groups tended to describe the images and the role naturalness played in their conceptualisations. The findings were analysed using an updated version of the Layers of Engagement with Animal Protection developed by Bergmann to situate the informants’ conceptualisations of naturalness within the wider thoroughbred protection discourse. In conclusion, the industry informants tended to defend the status quo of common racing practices. They tended to naturalise and normalise these practices and downplay their welfare impact. This poses risks for thoroughbred welfare, which are amplified by misrepresentations of what is natural. With the public’s understanding of welfare and racing practices growing, racing’s legitimacy may be further questioned. Opportunities to leverage the potential of the notion of naturalness for thoroughbred protection are discussed.
10 pages, Animal production system and welfare conditions can influence consumers’ acceptance, as meat from animals grazing in natural pasture and labelled with information about high standards of welfare is preferred. In addition, geographical origin of food is recently considered one of the main information influencing the consumers’ acceptance. Local products are collectively associated with high quality attributes by the consumers related to shorter transport and good welfare. Lamb meat is considered local and typical food; however, it is common to find in the same market both local and imported lamb meat. The present investigation aimed at understanding the importance of information about geographical origin, transport duration, and welfare condition of lambs for consumers and their actual liking. Moreover, the quality of lamb meat from local and imported animals as affected by short or long transport was assessed. Data demonstrated that both short and long transport did not affect organoleptic quality of meat; this result was corroborated by an absence of both metabolic and immune stressors in long term transport lambs except for haptoglobin, cortisol and glucose. However, the expected and actual acceptability were affected by the information with higher scores for local lamb when information on the geographical origin, transport duration, and welfare condition was provided to the consumers.
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.
6 pages, The quality of beef cattle stockmanship typically is evaluated through quantitative and qualitative measurements of animal behavior. The Stockman's Scorecard is an observation instrument that has been developed to directly measure the actions of beef cattle stockmen. This article documents a pilot project for determining the content validity, internal consistency, and intrarater reliability of the scorecard as an evaluation instrument. Our results show that the scorecard is a valid and reliable instrument for measuring the actions of stockmen. The instrument can be a valuable tool for Extension educators in evaluating their stockmanship programming impacts.
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.
23 pages., via online journal, Cultured meat has yet to reach store shelves but is nonetheless a growing issue for consumers, producers, and government regulators, many of whom have taken to social media to discuss it. Using a conceptual framework of social cognitive theory and issues management, this qualitative content analysis investigated social-media discourse surrounding the topic of cultured meat in the United States by describing the content of the discussion in late 2018 and identifying individual influencers and communities of influencers engaged in the discussion. Data were collected from Twitter using listening platform Sysomos MAP. The thematic analysis revealed eight themes: legality and marketing, sustainability, acceptance, business, animal concerns, science and technology, health concerns, and timeline, and indicated that conflicting views and questions about cultured meat exist among conversation participants. Top influencers included philanthropists, government officials, journalists and writers, and animal-welfare advocates. These influencers were grouped into four distinct communities based on interactions with each other and other users. The topics identified in the analysis provide insight into ways in which communicators can enter these conversations, and influencer communities represent groups of users whose broad reach could more easily transmit pro-agriculture messages.
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
Notes:
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."
International: Center for Food Integrity, Gladstone, Missouri.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 166 Document Number: D11681
Notes:
3 pages., News release via online., News release covering a meeting panelist's remarks during a webinar about shifting sustainability priorities related to the food system.
19 pages., Via online., In a comparative case study, researchers analyzed two social media conflicts between farmers and animal right advocates to understand how conflicts establish, escalate, and return dormant through issue and identity framing and the discursive use of emotions. "The binary opposition is initially established through issue framing but escalates into an identity conflict that involves group labeling and blaming."
Via online November-December issue. "The Front Gate" section., Cites a new information campaign of the Beef Quality Assurance program as an effective way to counter much of the misinformation about new plant-based and cell-cultured products that challenge the stewardship of the cattle industry.
2 pages., Summary of results from a survey among British citizens inviting attitudes toward food and farming. First such research effort by the British Guild of Agricultural Journalists.
via online journal., The purpose of this study was to identify and describe the nature of corporate positions on animal welfare available on the websites of five meat producing companies in the U.S. The results of the content analysis illustrated that there were common topics among the dialogs the companies were willing to open related to their animal welfare positions. The companies typically took a general approach to animal welfare topics, commonly focusing on their corporate policy and their commitment to animal welfare. While each company focused on a unique combination of topics, companies commonly avoided mentioning more specific and possibly controversial topics and instead chose to focus on big-picture topics such as a commitment to sound animal welfarepractices. Each company used a particular set of frames to couch individual animal welfare messages for consumers. The most common frame led was that the company is an industry leader in animal welfare. Eighteen thematic terms related to livestock production and handling emerged through the content analysis. Of those, animal handling and humane were clearly the most commonly used terms. Future research should include matching these content analysis results with the existing communication strategies of each company, conducting more content analyses on animal protein companies’ other media outlets, as well as further exploring the presence of frames, topics, and terminology in news coverage in comparison to the online messages of animal protein companies.
12pgs, In the UK, the pig industry is leading the way in the adoption of welfare outcome measures as part of their farm assurance scheme. The welfare outcome assessment (WOA), known as Real Welfare, is conducted by the farmers’ own veterinary surgeon. For the first time, this has allowed the pig industry to evaluate welfare by directly assessing the animal itself and to document the welfare of the UK pig industry as a whole. Farmer perspectives of the addition of a welfare outcome assessment to their farm assurance scheme have yet to be explored. Here, we investigate how the introduction of the Real Welfare protocol has been perceived by the farmers involved, what value it has (if any), whether any practical changes on farm have been a direct consequence of Real Welfare and ultimately whether they consider that the welfare of their pigs has been improved by the introduction of the Real Welfare protocol. Semi-structured interviews with 15 English pig farmers were conducted to explore their perceptions and experiences of the Real Welfare process. Our findings fall into three key areas: the lived experience of Real Welfare, on-farm changes resulting from Real Welfare and suggested improvements to the Real Welfare process as it currently stands. In all the three areas, the value farmers placed on the addition of WOA appeared to reflect their veterinary surgeon's attitude towards the Real Welfare protocol. If the vet was engaged in the process and actively included the farmer, for example through discussion of their findings, the farmers interviewed had a greater appreciation of the benefits of Real Welfare themselves. It is recommended that future similar schemes should work with veterinary surgeons to ensure their understanding and engagement with the process, as well as identifying and promoting how the scheme will practically benefit individual farmers rather than assuming that they will be motivated to engage for the good of the industry alone. Retailers should be encouraged to use Real Welfare as a marketing tool for pig products to enhance the perceived commercial value of this protocol to farmers.
19 pages., Via online journal., This article discusses two main issues: the historical invisibility of the role of animal
agriculture in climate change and whether it is useful to include explicit violent images
or “moral shock” of farmed animals in environmental advocacy campaigns to fight
against climate change and environmental devastation. The claim will be explored
at two levels: ethical and strategic. According to the current literature available, it
will be argued that we have sound arguments to believe that using images of farmed
animal suffering (including explicit violent images and moral shocks) is both an ethical
and effective approach to reach the end of speciesist oppression and to mitigate
climate change.
Clark, Beth (author), Panzone, Luca A. (author), Stewart, Gavin B. (author), Kyriazakis, Ilias (author), Niemi, Jarkko K. (author), Latvala, Terhi (author), Tranter, Richard (author), Jones, Philip (author), and Frewer, Lynn J. (author)
Format:
Online journal article
Publication Date:
2019-01-10
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10240
Many members of the public and important stakeholders operating at the upper end of the food chain, may be unfamiliar with how food is produced, including within modern animal production systems. The intensification of production is becoming increasingly common in modern farming. However, intensive systems are particularly susceptible to production diseases, with potentially negative consequences for farm animal welfare (FAW). Previous research has demonstrated that the public are concerned about FAW, yet there has been little research into attitudes towards production diseases, and their approval of interventions to reduce these. This research explores the public’s attitudes towards, and preferences for, FAW interventions in five European countries (Finland, Germany, Poland, Spain and the UK). An online survey was conducted for broilers (n = 789), layers (n = 790) and pigs (n = 751). Data were analysed by means of Kruskal-Wallis ANOVA, exploratory factor analysis and structural equation modelling. The results suggest that the public have concerns regarding intensive production systems, in relation to FAW, naturalness and the use of antibiotics. The most preferred interventions were the most “proactive” interventions, namely improved housing and hygiene measures. The least preferred interventions were medicine-based, which raised humane animal care and food safety concerns amongst respondents. The results highlighted the influence of the identified concerns, perceived risks and benefits on attitudes and subsequent behavioural intention, and the importance of supply chain stakeholders addressing these concerns in the subsequent communications with the public.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 136 Document Number: D11434
Notes:
5 pages., Online from FMI Foundation., This report summarizes findings of an online survey distributed to 2,000 U.S. egg/chicken consumers with demographics representing the U.S. population. Findings indicated that "price is a significant driver for the majority of consumers, that consumer response is sensitive to information provided about cage-free production practices, and that willingness-to-pay for cage-free eggs changes in the presence of other label attributes."
Available online at www.centmapress.org, Using two different ranking procedures, main points of criticism as well as sideshows could be identified for fattening pigs, dairy cattle production, and laying hens
20 pages., via online journal., In a crisis situation, communication is an important asset for safeguarding the reputation of an organization. The communication strategy that is used in a crisis influences the way people perceive the crisis. While extensive research is conducted and clear communication guidelines about crisis communication are provided, current research tends to focus on a single actor in a crisis within a homogeneous stakeholder group. In this article, we analyze whether and how different groups of stakeholders frame a crisis and the extent to which they attribute responsibility for the crisis to actors. The case concerns the use of an illegal lice detergent (fipronil) in eggs in the Netherlands in the summer of 2017. Based on the analysis of Twitter data related to the case using multiple methods (network analysis, a longitudinal analysis and the annotation of a sample of tweets), this study shows that a seemingly simple case in a single sub-arena has different subgroups that use different frames and attribute different responsibilities to different stakeholders. This result implies that a reconsideration of communication strategies during and after a crisis is needed.
9 pages., Online via UI electronic subscription., A choice experiment was used to evaluate the U.S. public's willingness to pay for egg attributes including housing system, color, size, and certifying agency. A significant difference in willingness to pay for hen housing systems was found using video information treatments describing hen housing systems. Participants were indifferent between hen housing systems when they viewed video treatments describing hen housing systems. However, they clearly preferred the cage-free system when they viewed no video treatments. "Results point towards potential public misunderstanding of the costs and benefits associated with the "cage-free" egg label designation."
Available online at www.centmapress.org, Results showed that depending on expressed meta-values, respondents had different specific information sources and needs. Online sources were rarely mentioned, the majority of consumers referred to brochures, flyers and interpersonal contacts.
Available online at www.centmapress.org, Findings of a word association task revealed that most participants associated cows, rural areas, and traditional production systems with the cue dairy farms. While purchasing their products, they paid the most attention to attributes such as health and hygiene, indicating that they pay the most attention to product quality and not production quality. Yet more than half indicated that modern production systems contradict their norms and values. Authors concluded that the current modernization efforts in Colombia do not fit to the specific culture of the country.
12 pages., via online journal, Animal welfare and environmental impacts have been emphasized in the sustainable production of livestock. Labels are useful tools for clearly providing such attribute information to consumers. The aim of this study was to evaluate how human values influence consumer segments for beef with information on animal welfare and environmentally friendly production. Using a choice experiment, we examined whether animal welfare and environmentally friendly labels, country of origin and price impact consumer choice. As results, five heterogeneous consumer classes were identified using a latent class model: label conscious, domestic beef preferring, price conscious, animal welfare preferring and not interested in production method. Almost 90% of consumers were interested in and willing to pay for beef with animal welfare or environmentally friendly label. The classes with significant preferences for such labeled beef were affected by “openness to change”, “self-enhancement” and “security”. Improving consumer attitudes and strengthening consumer perception towards labeled beef by marketers and policy makers will be required.
6 pages, Social change is slow and difficult. Social change for animals is formidably slow and difficult. Advocates and scholars alike have long tried to change attitudes and convince the public that eating animals is wrong. The topic of norms and social change for animals has been neglected, which explains in part the relative failure of the animal protection movement to secure robust support reflected in social and legal norms. Moreover, animal ethics has suffered from a disproportionate focus on individual attitudes and behavior at the expense of collective behavior, social change, and empirical psychology. If what we want to change is behavior on a large scale, norms are important tools. This article reviews an account of social norms that provides insights into the possibility and limitations of social change for animals, approaching animal protection as a problem of reverse social engineering. It highlights avenues for future work from this neglected perspective.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10405
Notes:
4 pages., Online from Australian Broadcasting Corporation website., During a severe drought, a Queensland grazier decided to share her story on a social media post that included distressing images of livestock. Unintended consequences included accusations of animal abuse and investigation by Biosecurity Queensland.
16 pages., Via online journal, Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed.
7 pages., Via online journal., Are consumers interested in aspects of pig production and do they take these into account in their buyingdecisions when such information is available? Samples of consumers in Germany and Poland selected the two–for them–most important out of a list of ten production characteristics, relating to animal welfare, health and safety, and environmental issues. In a subsequent choice experiment, the relative weight these characteristics had in consumers' choices was estimated. Relative importance of production characteristics varied between consumer segments, with the production interested segment being bigger in Germany than in Poland. With of one animal welfare related criterion in Germany, those production characteristics that consumers perceive as most important relate to health and safety aspects rather than to animal welfare and environmental impact.
Available online at www.centmapress.org, Results indicated that study participants had specific expectations regarding the husbandry conditions, but also regarding the product characteristics and the labelling of dual-purpose chickens.
Available online at www.centmapress.org, Four factors and three farmer groups were identified which significantly differed regarding their attitudes towards animal welfare programs and willingness to participate in them. Authors cited evidence of need to design tailor-made strategies for communicating with farmers about this subject.
12 pages., Online via UI electronic subscription, Analysis of five cases of peak social media activity in the Dutch livestock sector. Findings indicated that social media hypes revolved around activism, scandals, and conflicts - each with characteristic patterns of activity, framing, interaction and media interplay. "Our results show the need to adopt a proactive and interactive approach that transcends the view of social media as a mere communication channel to respond in crisis situations."
7 pages., via online journal, The purpose of the present paper is to investigate the market potential of pork labelled to indicate medium and high levels of animal welfare. The paper asks, in particular, whether there is a risk that Danish consumers will abandon high level welfare pork if less expensive products with a medium level of animal welfare became avail-able. The study was based on an online questionnaire with a choice experiment involving 396 Danish respondents. The results indicated that the Danish market could accommodate more than one pork product with a welfare label but the price differential separating medium and high level animal welfare pork will have to be quite narrow. In addition, full willingness-to-pay of consumers who want to buy high level welfare pork cannot be relied upon to incentivise new consumers to buy medium welfare pork. Further, raising brand awareness in the shopping situation and improving consumer's understanding of brand attributes for high level welfare brands were found to be vital.
3 pages., via online journal., The successful transfer of improved animal husbandry practices depends considerably on the effective communication thereby increasing the adoption level among the livestock farmers and ultimately production of our livestock. An efficient as well as effective communication would create congenial environment to stimulate the adoption of evolved animal husbandry practices. However, the identification and utilization of effective source and channels of communication are the essential prerequisite for the same. Correlation of mass media exposure and extension worker contact was positively significant with degree of adoption of selected animal husbandry practices. It clearly indicates that as the mass media exposure and extension worker contact among livestock farmers increases, the degree of adoption of these selected animal husbandry practices also increases, i.e. vaccination, deworming, urea treatment of poor quality roughages, feeding of mineral mixture, use of hybrid seed for fodder production, concentrate feeding and use of artificial insemination in their animals. It was concluded that due importance should be given to mass media exposure and extension worker contact for effective and successful dissemination of animal husbandry practices
4 pages., Online from publication website., Describes experimentation with slow-growth meat breeds of chickens. Article includes references to implications for marketing communications; consumer attitudes and preferences; and consumer responses to higher retail costs for slow-growth poultry meat.
16 pages., via online journal, The sustainable intensification of animal production systems is increasing as a consequence of increased demand for foods originating from animals. Production diseases are particularly endemic in intensive production systems, and can negatively impact upon farm animal welfare. There is an increasing need to develop policies regarding animal production diseases, sustainable intensification, and animal welfare which incorporate consumer priorities as well as technical assessments of farm animal welfare. Consumers and/or citizens may have concerns about intensive production systems, and whether animal production disease represent a barrier to consumer acceptance of their increased use. There is a considerable body of research focused on consumer willingness-to-pay (WTP) for improved animal welfare. It is not clear how this relates specifically to a preference for reduced animal production disease incidence in animal production systems. A systematic review and meta-analysis were conducted to establish the publics’ WTP for farm animal welfare, with a focus on production diseases which arise in intensive systems. Systematic review methodology combined with data synthesis was applied to integrate existing knowledge regarding consumer WTP for animal welfare, and reduced incidence of animal production diseases. Multiple databases were searched to identify relevant studies. A screening process, using a set of pre-determined inclusion criteria, identified 54 studies, with the strength of evidence and uncertainty for each study being assessed. A random effects meta-analysis was used to explore heterogeneity in relation to a number of factors, with a cumulative meta-analysis conducted to establish changes in WTP over time. The results indicated a small, positive WTP (0.63 standard deviations) for farm animal welfare varying in relation to a number of factors including animal type and region. Socio-demographic characteristics explained the most variation in the data. An evidence gap was highlighted in relation to reduced WTP for specific production diseases associated with the intensification of production, with only 4 of the 54 studies identified being related to this. A combination of market and government based policy solutions appears to be the best solution for improving farm animal welfare standards in the future, enabling the diverse public preferences to be taken into consideration.
8 pages., Via online journal., Increasing concerns about farm animal welfare have led to an increase in the availability of welfare-friendly-products (WFP), but little is known about how much more consumers are willing-to-pay (WTP) for WFP or about their buying trends in Latin America. In this study, a survey was given to 843 meat consumers in the city of Toluca, Mexico. The results show that consumers were interested in farm animal welfare issues and their ethical, sociological and economic implications, as in Europe. The people surveyed also conveyed a high level of empathy with animal feelings and emotions, however they clearly demanded more information and regulations related to farm animal welfare. The majority of respondents expressed that they were WTP more for properly certified WFP, but mostly based on the benefits in terms of product quality and human health. If the demand for WFP begins to increase in Mexico, the supply chain should consider a certification system to guarantee product origin based on current conditions.
Tarpley, Troy G. (author), Steede, Garrett M. (author), Gorham, Laura M. (author), Krause, Amber (author), Cummins, R. Glenn (author), and Akers, Cindy (author)
Format:
Conference paper
Publication Date:
2017-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D08158
Notes:
Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS) conference in Mobile, Alabama, February 4-7, 2017. 23 pages.
Risius, Antje (author), Hamm, Ulrich (author), and University of Kassel, Faculty of Organic Agriculture, Food and Agricultural Marketing, Steinstr.19, Witzenhausen, Germany
Format:
Journal article
Publication Date:
2017-02
Published:
Germany: Elsevier Ltd.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08138
Ferguson, Drewe (author), Lee, Caroline (author), and Fisher, Andrew (author)
Format:
Book
Publication Date:
2017
Published:
Duxford, United Kingdom: Woodhead Publishing
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D10099
Notes:
318 pages., Available through the University of Illinois at Urbana-Champaign Library. Patrons outside of the university system should contact the ACDC for assistance accessing text., Via University of Illinois at Urbana-Champaign Library catalog., Advances in Sheep Welfare examines the recent advances made in sheep welfare assessment, handling and management, providing state-of-the-art coverage of the welfare needs of one of the world's most widely farmed animals. The book begins with an introduction to sheep welfare in Part One, with chapters covering biology and natural behavior, sheep production systems, and consumer and societal expectations for sheep products. Part Two goes on to highlight new advances in sheep welfare assessment, before Part Three outlines a wide range of solutions to sheep welfare challenges. The final section looks ahead to the future, considering what sheep welfare will look like in 2030 and beyond. This book is an essential part of the wider ranging series Advances in Farm Animal Welfare, with coverage of cattle, sheep, pigs and poultry.
Souza-Monteiro, D. (author), Hooker, Neal (author), and School of Agriculture, Food and Rural Development, Newcastle University, Newcastle, United Kingdom
The John Glenn College of Public Affairs, The Ohio State University, Columbus, OH, United States
Format:
Journal article
Publication Date:
2017
Published:
United Kingdom: Emerald Group Publishing Ltd., Bingley, UK.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08103
318 pages., Book in the University of Illinois online collection. Search other sources or contact ACDC., Pages 37-51 in Ferguson, D.; Lee, Caroline; and Fisher, Andrew. 2017. Advances in sheep welfare. Woodhead Publishing, Duxford, United Kingdom.
16 pages., Article #: 1999, via online journal., The main purpose of this study was to determine the structure of consumer preferences
regarding information on farming system and nutritional enhancement of eggs to verify if consumers
are willing to accept products combing sustainability and nutrition related claims. The data was
collected within a CAPI (Computer Assisted Personal Interviews) survey on a representative
sample of 935 consumers responsible for food shopping. A discrete choice-based conjoint method
was selected in eliciting consumer preferences among different product profiles with varying
levels of attributes. A hierarchical cluster analysis was used to identify four distinct clusters
that differed significantly in terms of importance attached to production system attributes and
socio-demographic profiles. The results of the experiment showed that price and farming system
had the most significant mean relative importance in shaping consumers’ preferences, while other
attributes such as nutrition and health claims, egg size, package size and hen breed were far
less important. Free range eggs had the highest relative importance for consumers despite the
fact that organic egg production systems are governed by much stricter animal welfare standards.
Our segmentation revealed that two of our four clusters may be more easily reached by information
on animal welfare related attributes in egg production than the others. The results of our study
provide the policy makers and marketing practitioners with insights applicable for communication
and pricing strategies for eggs with sustainability claims.
