Ethical Challenges for Livestock Production:Meeting Consumer Concerns about Meat Safety and AnimalWelfare

Livestock production today faces thedifficult task of effectively meeting emergingconsumer concerns while remaining competitive on majortarget markets. Meeting consumer concerns aboutproduct safety and animal welfare are identified askey attention points for future livestock production.The relevance of these issues pertains to productionefficiency and economic benefits and tore-establishing meat sector image and consumer trust.The current paper analyses consumer concerns about theethical issues of meat safety and animal welfare fromcurrent livestock production. The research methodologyis based on literature review, secondary data sources,and primary research through focus group discussionsand a survey of 320 meat consumers in Belgium.Objectives were to assess importance attached byconsumers to product safety and animal welfare asethical issues in commercial livestock production, andto evaluate consumer perception of these issues forbeef, pork, and poultry. Significant differences inissue importance and perception are identified amongconsumer groups based on socio-demographic andbehavioral characteristics. From the analysis, meatsafety emerges as an absolute but minimum requirementfor future success of livestock and meat production.Additionally, animal welfare can be expected to becomea critical theme especially for pork and poultryacceptance.     

Consumer Attitudes Towards the Development of Animal-Friendly Husbandry Systems

Recent policy developments in the area of livestock husbandry have suggested that, from the perspective of optimizing animal welfare, new animal husbandry systems should be developed that provide opportunities for livestock animals to be raised in environments where they are permitted to engage in “natural behavior.” It is not known whether consumers regard animal husbandry issues as important, and whether they differentiate between animal husbandry and other animal welfare issues. The responsibility for the development of such systems is allocated jointly between farmers, regulators, different actors in the food chain, and consumers. This research focuses on understanding consumer attitudes and preferences regarding the development and introduction of such systems, to ensure that they are acceptable to consumers as well as producers, regulators, and scientists. Consumer perceptions of animal welfare and animal husbandry practices were evaluated using quantitative consumer survey, which focused on two animal husbandry issues – farmed pigs and farmed fish. Following pilot work, 1000 representative Dutch consumers were sampled about their attitudes to either pig or fish husbandry. The results indicated that consumers think about animal welfare in terms of two broad categories related to their health and living environment, but do not think about welfare issues at a more detailed level. Greater concern was expressed about the welfare of pigs compared to fish. Consumer trust in labeling also emerged as an important issue, since consumers need to trust different food chain actors with responsibility for promoting animal welfare, and are reluctant to consider the details of animal husbandry systems. As a consequence, a transparent, enforceable, and traceable monitoring system for animal welfare friendly products is likely to be important for consumers.     

Qualitative Stakeholder Analysis for the Development of Sustainable Monitoring Systems for Farm Animal Welfare

Continued concern for animal welfare may be alleviated when welfare would be monitored on farms. Monitoring can be characterized as an information system where various stakeholders periodically exchange relevant information. Stakeholders include producers, consumers, retailers, the government, scientists, and others. Valuating animal welfare in the animal-product market chain is regarded as a key challenge to further improve the welfare of farm animals and information on the welfare of animals must, therefore, be assessed objectively, for instance, through monitoring. Interviews with Dutch stakeholder representatives were conducted to identify their perceptions about the monitoring of animal welfare. Stakeholder perceptions were characterized in relation to the specific perspectives of each stakeholder. While producers tend to perceive welfare from a production point of view, consumers will use visual images derived from traditional farming and from the animals natural environments. Scientists perceptions of animal welfare are affected by the need to measure welfare with quantifiable parameters. Retailers and governments (policy makers) have views of welfare that are derived from their relationships with producers, consumers, non-governmental organizations (NGOs), and scientists. All interviewed stakeholder representatives stated that animal welfare is important. They varied in the extent to which they weighted economic considerations relative to concern for the animals welfare. Many stakeholders emphasized the importance of communication in making a monitoring system work. Overall, the perspectives for the development of a sustainable monitoring system that substantially improves farm animal welfare were assessed as being poor in the short term. However, a reliable system could be initiated under certain conditions, such as integrated chains and with influential and motivated stakeholders. A scheme is described with attention points for the development of sustainable monitoring systems for farm animal welfare in the long term.     

The Ethical Contract as a Tool in Organic Animal Husbandry

This article explores what an ethicfor organic animal husbandry might look like,departing from the assumption that organicfarming is substantially based in ecocentricethics. We argue that farm animals arenecessary functional partners in sustainableagroecosystems. This opens up additional waysto argue for their moral standing. We suggestan ethical contract to be used as acomplementary to the ecocentric framework. Weexpound the content of the contract and end bysuggesting how to apply this contract inpractice. The contract enjoins us to share thewealth created in the agroecosystem (by ourjoint contributions) by enjoining us to carefor the welfare and needs of the individualanimal, and to protect them from exploitation(just as human co-workers should not beexploited). The contract makes promoting goodanimal welfare a necessary condition forbenefiting farm animals. Animals for their partare guaranteed coverage under the contract solong as they continue to contribute to thesystem with products and services.     

Public and Consumer Policies for Higher Welfare Food Products: Challenges and Opportunities

Farm animal welfare in livestock production is a topical and important issue attracting growing interest of policy makers, consumers, stakeholders in the supply chain and others. While there is much public interest in the issue this is not reflected in the supply and market shares of animal food products that are produced under welfare standards that exceed legislative requirements. Given the obstacles to devising stricter legislative standards, higher welfare animal food products are mostly made available through market-based approaches. This paper discusses different challenges and opportunities for a range of public and consumer policies and makes recommendations on how these might be strengthened. The paper does not report primary empirical findings but assembles available knowledge on citizen and consumer attitudes and perceptions towards animal welfare from various research disciplines. We argue that in order for public and consumer policies to be (more) efficient and effective, it is important to develop a segmented and targeted strategy. This paper will thus elaborate on what information could and should be provided to whom. This implies the need for a good understanding of how people conceptualize farm animal welfare. Further, information provisioning should address the needs and expectations of those specific consumer segments most likely to be motivated to purchase higher welfare products. Based on the assembled information, opportunities and challenges for information provisioning and communication to the public and consumers are identified. The merits and limitations of different forms of information provisioning and animal welfare labelling are discussed and recommendations are set forth for future research.     

Flourishing Dogs: The Case for an Individualized Conception of Welfare and Its Implications

Martha Nussbaum argues that animals (including ourselves) are entitled to a flourishing life according to the norm for their species. Nussbaum furthermore suggests that in the case of dogs, breed norms as well as species norms are relevant. Her theses capture both common intuitions among laypeople according to which there is something wrong with the breeding of “unnatural” animals, or animals that are too different from their wild ancestors, and the dog enthusiast’s belief that dogs departing from the norms for their breed are tragic. I argue that the high diversity of the dog species and the ultimate arbitrariness of breed norms support the thesis that a conception of welfare must be tied to what the individual requires in order to flourish. In the second part of the paper, I discuss the implications that an individualized (but sufficiently sophisticated) welfare conception has for the breeding of dogs for conformation shows, for the pet market and for the performance of various tasks for which we need working dogs.     

Frames and Ambivalence in Context: An Analysis of Hands-On Experts’ Perception of the Welfare of Animals in Traveling Circuses in The Netherlands

The results of an empirical study into the perceptions of “hands-on” experts concerning the welfare of (non-human) animals in traveling circuses in the Netherlands are presented. A qualitative approach, based on in-depth conversations with trainers/performers, former trainers/performers, veterinarians, and an owner of an animal shelter, conveyed several patterns in the contextual construction of perceptions and the use of dissonance reduction strategies. Perceptions were analyzed with the help of the Symbolic Convergence Theory and the model of the frame of reference, consisting of knowledge, convictions, values, norms, and interests. The study shows that the debate regarding animals in circuses in the Netherlands is centered on the level of welfare that is required; the importance of animal welfare is not disputed. Arguments that were used differed according to the respondents’ specific backgrounds and can be placed on a gradient ranging from the conviction that the welfare of animals in circuses is sufficiently warranted and both human and animal enjoy the performance (right end), to the conviction that animal welfare in circuses is negative, combined with the idea that the goal of entertaining people does not outweigh that (left end). The study confirms that perceptions reflect people’s contexts, though the variety in scopes suggests that the (inter)relations between people and their context are complex in nature. Evidence of cognitive dissonance was abundant. Coping strategies were found to be used more by respondents towards the right end of the gradient, suggesting that those respondents experience more ambivalence. This encountered pattern of association between position on the gradient and frequency of dissonance reduction strategies calls for further research on the type of ambivalent feelings experienced. The authors argue that, to come to an agreement about the welfare of animals in circuses, including the way this welfare should be guaranteed, stakeholders from different contexts need to engage in a dialogue in which a distance is taken from right/wrong-schemes and that starts from acceptance of dilemmas and ambiguity.     

Does Organic Farming Face Distinctive Livestock Welfare Issues? – A Conceptual Analysis

The recent development and growth oforganic livestock farming and the relateddevelopment of national and internationalregulations has fueled discussions amongscientists and philosophers concerning theproper conceptualization of animal welfare.These discussions on livestock welfare inorganic farming draw on the conventionaldiscussions and disputes on animal welfare thatinvolve issues such as different definitions ofwelfare (clinical health, absence of suffering,sum of positive and negative experiences,etc.), the possibility for objective measuresof animal welfare, and the acceptable level ofwelfare. It seems clear that livestock welfareis a value-laden concept and that animalwelfare science cannot be made independent ofquestions of values and ethics. The questioninvestigated here is whether those values thatunderpin organic farming, in particular, alsoaffect the interpretation of livestock welfare,and, if so, how. While some of the issuesraised in connection with organic farming arerelatively uncontroversial, others are not. Theintroduction of organic farming values seems tointroduce new criteria for what counts as goodanimal welfare, as well as a different ethicalbasis for making moral decisions on welfare.Organic farming embodies distinctive systemicor communitarian ethical ideas and the organicvalues are connected to a systemic conceptionof nature, of agriculture, of the farm, and ofthe animal. The new criteria of welfare arerelated to concepts such as naturalness,harmony, integrity, and care. While the organicvalues overlap with those involved in theconventional discussion of animal welfare, someof them suggest a need to set new prioritiesand to re-conceptualize animal welfare – forexample, with respect to ``naturalness,' inrelation to the possibilities for expression ofnatural behavior and in relation to animalintegrity as a concept for organismic harmony.The organic perspective also seems to suggest awider range of solutions to welfare problemsthan changes in farm routines or operations onthe animals. The systemic solutions include thechoice and reproduction of suitable breeds,changes in the farm structure, and changes inthe larger production and consumption system – including consumer perceptions andpreferences. But the organic values may alsocall for sacrifices of individual welfare in aconventional sense in order to advance welfarefrom the perspective of organic farming.Whether this is good or bad cannot be decidedwithout entering into an inquiry and discussionof the values and ethics involved.     

Response to the environmental and welfare imperatives by U.K. Livestock production industries and research services

Production methods for food from U.K. livestock industries (milk, dairy products, meat, eggs, fibre) are undergoing substantial change as a result of the need to respond to environmental and animal welfare awareness of purchasing customers, and to espouse the principles of environmental protection. There appears to be a strong will on the part of livestock farmers to satisfy the environmental imperative, led by the need to maintain market share and by existing and impending legislation. There has been support forthcoming in the form of Government-sponsored scientific research and technological development to provide the necessary framework for new environmentally sensitive practices. The agricultural community has itself made substantial responses to market demand through the inception of Farm Assured Quality Assurance Schemes. These appear to have a more sustainable future than the extremes of organic farming and free-range practices. Pollution of agricultural land with nitrate and phosphate by intensive livestock industries is a greater problem in some parts of continental Europe than it is in the U.K. The distribution of livestock out of intensive units and into mixed farming systems, would require substantial restructuring of the industry. Many of the animal welfare requirements which have been forwarded as a part of the environmental agenda for agriculture have been voluntarily accepted by livestock producers. However, some major aspects, such as alternative housing systems for pigs and poultry, remain unresolved. Analysis of the science and technology support for the environmental imperative, especially from Government sources, would suggest that, although dramatically increased in recent years, environmentally orientated research remains a relatively small proportion of the whole. Whilst a movement away from governmental funding of volume production appears to be justifiable, there has not been an equivalent balancing of effort toward funding for product quality, sustainability, environmental protection and animal welfare. Nevertheless, the university education system is producing a generation of more environmentally aware agricultural science graduates who are opting to pursue Government-sponsored environmentally orientated postgraduate research programs.     

Naturalness: Beyond Animal Welfare

There is an ongoing debate in animalethics on the meaning and scope of animalwelfare. In certain broader views, leading anatural life through the development of naturalcapabilities is also headed under the conceptof animal welfare. I argue that a concern forthe development of natural capabilities of ananimal such as expressed when living freelyshould be distinguished from the preservationof the naturalness of its behavior andappearance. However, it is not always clearwhere a plea for natural living changes overinto a plea for the preservation of theirnaturalness or wildness. In the first part ofthis article, I examine to what extent theconcerns for natural living meet ``theexperience requirement.' I conclude that someof these concerns go beyond welfare. In thesecond part of the article. I ask whether wehave moral reasons to respect concernsfor the naturalness of an animal's living thattranscend its welfare. I argue that the moralrelevance of such considerations can be graspedwhen we see animals as entities bearingnon-moral intrinsic values. In my view the``natural' appearance and behavior of an animalmay embody intrinsic values. Caring for ananimal's naturalness should then be understoodas caring for such intrinsic values. Intrinsicvalues provide moral reasons for action iffthey are seen as constitutive of the good lifefor humans. I conclude by reinterpreting,within the framework of a perfectionist ethicaltheory, the notion of indirect dutiesregarding animals, which go beyond andsupplement the direct duties towardsanimals.     

Is animal welfare a central issue for consumers of luxury goods?

The compatibility between luxury and sustainable development has been increasingly examined in recent literature, but a number of ethical issues remain unexplored. One such concern is animal welfare, a recurrent question in the luxury goods sector. This is one of the first research articles to shed light on this subject, utilising two studies, one qualitative and the other quantitative with conjoint analysis, conducted among 12 and 253 French consumers, respectively. The results reveal that consumers are sensitive to the challenge of animal welfare in luxury, but fall into two different groups. Some have a preference for animal‐based raw materials sourced from livestock farms that respect animal welfare, whilst others are more favourable to the use of synthetic raw materials. In particular, the results show that the use of synthetic raw materials is accepted by some consumers but can lead to a reduction in the perceived value of luxury products.     

Sustainability at the Crossroads of Fish Consumption and Production Ethical Dilemmas of Fish Buyers at Retail Organizations in The Netherlands

Sustainability and welfare are concepts that are often mentioned in the context of fishing and fish farming. What these concepts imply in practice, how they are defined and made operational is less clear. This paper focuses on the role of fish buyers as a key actor in the supply chain between the fisher or fish farmer and the consumer. Using semi-structured interviews, we explore and analyze whether and how the interviewed fish buyers define and implement moral values related to animal welfare and sustainability. The eight fish buyers who were interviewed suggest that moral values are used in their work, but also result in a number of value conflicts (moral and non-moral). The focus on sustainability and animal welfare appear to be driven by external and market factors. Sustainability mainly reflects fishing methods and quotas and fish welfare is seen as part of sustainability. Fish welfare seems more important for farmed than for wild fish as the buyers feel a responsibility regarding these kept animals. Further, the decision whether a product is sustainable is mainly based on labels. Fish buyers argue that labels are useful as a business-to-business tool. Nonetheless, based on the interviews, we argue that the relevance of these labels for addressing the ethical dilemmas of buyers is limited. Labels often are a rather procedural solution that deals with the genuine dilemmas only to a limited extent. We conclude that in order to move forward, the sector needs to further reflect and elaborate on its core values.     

A Pluralist–Expressivist Critique of the Pet Trade

Elizabeth Anderson’s “pluralist–expressivist” value theory, an alternative to the understanding of value and rationality underlying the “rational actor” model of human behavior, provides rich resources for addressing questions of environmental and animal ethics. It is particularly well-suited to help us think about the ethics of commodification, as I demonstrate in this critique of the pet trade. I argue that Anderson’s approach identifies the proper grounds for criticizing the commodification of animals, and directs our attention to the importance of maintaining social practices and institutions that respect the social meanings of animals. Her theory alone, however, does not adequately address the role of the state in this project. Drawing on social contract theory to fill this gap, I conclude that the state’s role in regulating the pet trade should be limited to ensuring the welfare of animals in the stream of commerce, not prohibiting their mass marketing altogether.     

Farm Animal Welfare Influences on Markets and Consumer Attitudes in Latin America: The Cases of Mexico,Chile and Brazil

In recent years, animal welfare has become an important element of sustainable production that has evolved along with the transformation of animal production systems. Consumer attitudes towards farm animal welfare are changing around the world, especially at emerging markets of Asia, Africa and Latin America. Survey-based research on consumer attitudes towards farm animal welfare has increased. However, the geographical coverage of studies on consumer attitudes and perceptions about farm animal welfare has mostly been limited to Europe, and North America. Until now, Latin American consumers’ attitudes towards animal welfare have not been well studied. Despite the fact that Mexico, Chile and Brazil belong to the same region (according to international organizations), there are marked differences between these countries in terms of their economical and geographical characteristics among other factors. Those differences potentially have an impact on consumer attitudes towards animal welfare and livestock production systems in general. Given the evidence from the literature review, it seems advisable that Latin American producers and food industry who engage in animal welfare-enhancing practices should clearly label their products with information on the type of husbandry system to reach those consumers who want to make an informed choice. Therefore, there are some aspects that need to be studied and cannot be worked separately in order to promote and understand consumer attitudes towards dairy and beef systems, such as geography, economic development, and politics.     

Animal Killing and Postdomestic Meat Production

The act of animal killing affects the human psyche in manners that are culturally contingent. Throughout history, societal attitudes towards the taking of animal lives have mostly been based on deference and/or dominion. Postdomestic societies have evolved in fundamentally different ways. Meat production is abundant yet concealed, animals are categorized and stereotyped, and slaughter has become a highly disquieting activity. Increased awareness of postdomestic meat production systems raises a moral polemic and provokes disgust in some consumer segments. Overall, a heterogeneous set of solutions has emerged to deal with the societal upset and cognitive dissonance caused by animal slaughter. This includes the so-called carnism approach, a rise in animal welfare programs, a market demand for reassuring narratives (“story meat”), a rehabilitation of the metier of farmers and butchers, crowd butchering, neo-ritualism and home slaughter, the biotechnological exploration of “cultured meat” and “pain-free meat”, entomophagy, “meatless meat”, and the increasing proliferation of vegan and vegetarian lifestyles.     

Labels for Animal Husbandry Systems Meet Consumer Preferences: Results from a Meta-analysis of Consumer Studies

Political decision-makers in the European Union (EU) are currently discussing the introduction of a mandatory uniform labelling scheme for meat and milk that provides information on husbandry systems similar to the already existent labelling scheme in the EU egg market. The objective of this paper was to assess whether such information is relevant to consumers when buying meat and milk. The paper was based on a systematic synthesis of 53 scientific journal articles on empirical consumer studies. The review revealed that consumers perceived the aspects of outdoor access, stocking density and floor type as important factors influencing animal welfare. On average, consumers not only had a positive attitude towards more animal welfare-friendly husbandry systems with outdoor access and space allowance but were also willing to pay a price premium for products from such systems. All studies on consumer segmentation identified at least one consumer segment that placed great importance on animal welfare-friendly husbandry systems. Interestingly, many studies identified one or more other segments who still had a significant preference for animal welfare-friendly products even though other product attributes were more important to them. Based on the findings, the paper presents conclusions regarding the labelling of husbandry systems for meat and milk.     

Why Milk Consumption is the Bigger Problem: Ethical Implications and Deaths per Calorie Created of Milk Compared to Meat Production

Pictures of sides of beef, hanging from overhead rails in refrigerated warehouses and meat-processing plants, often leave a feeling of unease. These pictures provoke the notion that human beings have no right to inflict suffering and death on other sentient beings for the sole purpose of providing food. However, the ethical analysis conducted in this study shows that meat production, if animal welfare and deaths per calorie created are considered, is less of a pressing problem compared to the production of milk. While meat can be provided with minimal suffering to animals, the consumption of milk is always associated with considerable suffering during the dairy cow’s life-span and the lives of their offspring. Moreover, more bovine deaths per unit of calorific value created are associated with milk production compared to meat production. The vegan movement, which is currently growing, wishes to minimise farm animal suffering as much as possible. However, if a vegan diet is not possible, consumers should make an informed decision about the products they consume. Replacement of the calories obtained from meat with those from milk and dairy products is not rational if animal welfare is considered.     

You are What You Eat: Meat, Novel Protein Foods, and Consumptive Freedom

Animal husbandry has been accused ofmaltreating animals, polluting the environment, and soon. These accusations were thought to be answered whenthe Dutch research program ``Sustainable TechnologicalDevelopment' (STD) suggested a government-initiatedconversion from meat to novel protein foods (NPFs).STD reasoned that if consumers converted from meat toNPFs, non-sustainable animal husbandry would no longerbe needed. Whereas STD only worried about how toconstruct NPFs with a meat bite, this paper drawsattention to the presumed, but problematic, role forthe government in the execution of the STDsuggestions. Although vegetarians take the credo ``YouAre What You Eat' literally and accuse non-vegetariansof being beasts, a different interpretation is morepromising: eating meat has become a leading thread inmany lifestyles and narratives of self-identity. Sincethe freedom to follow your own lifestyle orconsumptive preferences is a core value incontemporary affluent societies, governmentintervention in the formation and satisfaction ofconsumer preferences for meat dishes is a precariousissue. Hence, NPFs might be interesting for a smallfraction of society, but we had better not expect toomuch from a government-initiated conversion from meatto NPFs as the answer to animal husbandry'sproblems.     

Animal Welfare Impact Assessments: A Good Way of Giving the Affected Animals a Voice When Trying to Tackle Wild Animal Controversies?

Control of wild animals may give rise to controversy, as is seen in the case of badger control to manage TB in cattle in the UK. However, it is striking that concerns about the potential suffering of the affected animals themselves are often given little attention or completely ignored in policies aimed at dealing with wild animals. McCulloch and Reiss argue that this could be remedied by means of a “mandatory application of formal and systematic Animal Welfare Impact Assessment (AWIA)”. Optimistically, they consider that an AWIA could help to resolve controversies involving wild animals. The aim of this paper is to evaluate the potential of AWIA. We begin by showing how ideas akin to AWIA already play a significant role in other animal ethics controversies, particularly those concerning laboratory animal use and livestock production; and we bring in lessons learnt from these controversies. Then we comment on the suggested development and application of AWIA in the case of badger control. Finally, we discuss the prospects of applying AWIA to other sorts of wild animal controversy. We argue that the AIWA, as developed by McCulloch and Reiss, relies on several dubious premises, including that killing is a welfare issue. Furthermore, we argue that AWIA is unlikely to prevent serious moral disagreements over how to weigh concerns about wild animals against priorities in human health, the health of domestic and farm animals, and biodiversity, but that it may nonetheless serve to limit harms imposed on the wild animals.     

Concepts of Animal Health and Welfare in Organic Livestock Systems

In 2005, The International Federation of Organic Agricultural Movements (IFOAM) developed four new ethical principles of organic agriculture to guide its future development: the principles of health, ecology, care, and fairness. The key distinctive concept of animal welfare in organic agriculture combines naturalness and human care, and can be linked meaningfully with these principles. In practice, a number of challenges are connected with making organic livestock systems work. These challenges are particularly dominant in immature agro-ecological systems, for example those that are characterized by industrialization and monoculture. Some of the current challenges are partly created by shortages of land and manure, which encourage zero-grazing and other confined systems. Other challenges are created in part by the conditions for farming and the way in which global food distribution systems are organized, e.g., how live animals are transported, how feed is traded and transported all over the globe, and the development of infrastructure and large herds. We find that the overall organic principles should be included when formulating guidelines for practical organic animal farming. This article explores how the special organic conceptions of animal welfare are related to the overall principles of organic agriculture. The aim is to identify potential routes for future development of organic livestock systems in different contexts and with reference to the specific understanding of animal welfare in organic agriculture. We include two contrasting cases represented by organic livestock systems in northwestern Europe and farming systems in tropical low-income countries; we use these cases to explore the widely different challenges of organic livestock systems in different parts of the world.