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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11702
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9 pages., Online via publisher website., Presentation of these cited megatrends in agriculture includes references to expanded communications challenges involving genetic modification/biotechnology and public scrutiny of livestock treatment.
