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
