Talking about animal welfare

It is well documented the farming industry and the public have differing views on what good animal welfare looks like. “Research has shown that farmers perceive welfare as the consistent delivery of high standards and cleanliness, which is done again and again, day after day for the health of the animal,” says Amy.

“Whereas the public perceives welfare in big iconic terms like space, straw and outside access. Their perception of welfare is a cow grazing, a pig rooting and a hen scratching.”

It’s essential farmers listen
Understanding how consumers view welfare and listening to their concerns, without judgment or correction, is the first step says Amy. 

“We must build bridges with the public and have them on our side if we want to do what we do. As well as producing products consumers want, we must also have a social licence to farm. Otherwise, we risk more incursions, legislation, difficulties with the supply chain and business disruption.”

And educating the public about farming is not the answer: “We don’t learn by talking at people. Try to understand what people in your community, your customers and society want. Listen without judgment and take it on board.

“It's very easy to think the public doesn't understand us. But how much do we go out and try to understand them?”                                                                                               

Start a conversation with the public
Taking time to listen and understand perceptions can create an opening to have a conversation about animal welfare.

Amy suggests adopting an open and transparent approach: “Talk about the positives and what we are doing well, but also be clear about what we are doing to improve and acknowledge we are not always perfect. Showing we are accountable and responsible, we own our issues and are transparent, and we will work on it is the golden formula for me.”

However, listening and not just telling people what you think they need to hear is still an important part of the conversation. “Be curious about other people's points of view, just listen to them.”

Owning your situation and taking responsibility is also crucial: “It puts you back in control, allowing you to build the bridges, communicate what you're doing and get people on your side.”

Amy’s suggestions mirror those of Anna Jones and Kendra Hall in an earlier podcast episode about using storytelling to build industry resilience.

Engage your local community
Being in touch with your local community is a great first step and can help build long-term relationships based on trust. “If people know you, then they are likely to trust you.”

Social media can be a great tool for telling your story if you are comfortable with using it and taking part in Open Farm Sunday can also be an option. But even small steps can make a difference. 

“Build community relations by doing good and helping out where you can. Try connecting with your local school and engaging with the younger generation, this is your opportunity to educate.”

Like other South West farmers, Pete and Jenny Olds have done just that and shared their experiences in an episode focused on how they are connecting with the public.

Top tips for conversations about welfare
·       Be open and transparent. Acknowledge we are not perfect, be accountable for issues and show you are working to improve. 

·       Actively listen and be curious about other people’s points of view. Try to understand what your customers and people in your community want.

·       Reach out to your local community to build connections and relationships. Consider hosting a school visit, take part in Open Farm Sunday or use social media to tell your story. 

Animal Health and Welfare Pathway
Returning to Farming Focus for a bonus episode, Amy discusses the Animal Health and Welfare Pathway, part of a new government regime for farmers in England. Offering funding to eligible livestock farmers, the pathway aims to support continual improvement in animal health and welfare. 

Amy explains one strand of the pathway includes payment for an annual vet visit: “If you're already having the vet on farm once a year or more frequently, use the money to pay for a vet visit.”

She urges farmers to consider how they could better use their vet as a resource to increase health and welfare, taking the approach of small incremental improvements. “I think there are a lot of gains to be made and if we can address those through some support from the vet through this annual visit, then who knows where we can get to.

“Ruminant Health and Welfare produced a report a couple of years ago that said we could cut cattle and sheep methane emissions by around 15% just through improving health and welfare because it avoids loss and waste. So just better health and welfare, we could already get a better carbon footprint and that's another good news story to tell.”

Listen to the full main episode and bonus below - also available via Spotify and Apple Podcasts.

About our guest

Dr Amy Jackson is founder of Oxtale Communications, a specialist agricultural communications consultancy. She completed her PhD examining public preferences for dairy farming in 2022 and chairs Red Tractor’s Dairy Technical Advisory group.