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Understanding animal welfare part2 jw

J.W. Schroeder
J.W. Schroeder

Discussion on public perception and critical issues facing domestic farm animal owners. Opportunities for communicating animal stewardhsip.

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JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 J.W. Schroeder, Ph.D., Associate Professor Extension Dairy Specialist HOW TO LOSE AN ARGUMENT Department of ON ANIMAL WELFARE Animal Sciences Feelings Toward Dairy Products Public sentiment Midwest Dairy Association 43% 40% is everything. On a scale of 1 to 10, where 1 is very unfavorable and 10 is very favorable, how would you characterize your feelings towards milk (1/2 sample) cheese (1/2 sample)? With public Milk Cheese n=245 sentiment nothing N=261 20% 17% 14% 13% 13% can fail; without it, 10% 8% 7% 5% nothing can 1% 1 0% 0% 2% 3% 10 0% 1 2% 1% 3% 10 Mean Mean Very Very Very Very succeed. Unfavorable 8.6 Favorable Unfavorable 8.2 Favorable Days/Year Days/Year Milk Consume 42 78 215 1 70 293 Abe Lincoln Cheese Consumed as Beverage Index vs. Nat Trusted Sources Animal Care U.S. Welfare Laws Since 2002 Top Box Source: Dairy Management Inc. Practices Banned in Recent Time American Humane Society 10% 8% 37% 45% 105 Veal crates American Society for the Prevention 13% 11% 36% 41% Arizona 2006, Colorado 2008 (ASPCA) of Cruelty to Animals 95 Humane Society of Tail Docking of Dairy Cattle the United States 18% 10% 33% 40% 116 Outlawed in California 2009 American Veterinary Foie gras (force feeding) Medical Association 20% 5% 36% 39% 105 California 2004 US Department of Agriculture (USDA) 7% 9% 48% 36% 125 Prevention of Farm Animal Cruelty Act Environmental Protection 13% 16% 43% 29% 116 (Proposition 2, California 2008) Agency (EPA People for the Ethical Passed by wide margin (63% yes vs. 36% Treatment of Animals (PETA) 17% 35% 27% 22% 110 no) National Milk Provisions of the Act Producers Federation 44% 10% 31% 14% 140 Animals must have sufficient space to lie Dairy Research Institute down, turn around, groom, stretch limbs 47% 8% 31% 13% 130 freely American Association of Bovine Practitioners 65% 9% 21% 6% 100 Most recently, Maine 0% 20% 40% 60% 80% 100% As of January 1, 2011, gestation stalls Dont Know No Trust Trust Somewhat Trust very Much and veal crates will be prohibited NDSU 2011 Extension Spring Conference, Fargo 1
JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Abuse Captured on Video Social Media Response 1. Westland Hallmark Packing Plant in California (2/08) Dynamics of cell phone users: 2. Livestock Market in Portales, New Mexico (6/08) 33% access daily news feeds 3. The Veal Calf Slaughter Plant in Vermont (11/09) 4. Conklins Dairy Farm Video of Abuse (5/10) 28% customize internet access 37% contribute to creation of news 24 hour news delivery -- now in 30 minute of less! Communication Tools & Resources Commodity Groups at Work usdairy.com mydairytoolkit.com Media efforts to: Establish a presence Enlist advocates Dominate search engines Sayable Sharable Sendable Showable New Consumer-Tested Key Messages Coming this Spring www.midwestdairycheckoff.com NDSU 2011 Extension Spring Conference, Fargo 2
JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Images of our Industry Poultry Pigs Leg deformity Lean line fast growth Images of our Industry Images of our Industry Beef cattle Dairy Horses Pets Corkscrew claw Inherited autosomal Blue-eyed Dogs for show not function recessives: DUMPS, BLAD Handling Practices to Consider Livestock for Exhibition This is a form of animal abuse that is commonplace because of a lack of understanding of these handling devices Nose-lead is a distraction Halter is a restraint device Viewed as abuses (often a device, not a halter consequence of ignorance about animal needs) Grand Champion Bull Shearer Angus Feeding diets with excessive concentrates and limited or no hay Confined in a small pen that restricts exercise and prevents socialization Isolation a dark climate-controlled room for 24 hours a day for the purposes of simply growing hair Not understanding what they are seeing and assuming the worse Farm size, in & of itself, will never be a reliable indicator of animal welfare on the farm. NDSU 2011 Extension Spring Conference, Fargo 3
JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Rodeo Events Hunting, Fishing, etc. Steer wrestling Team roping Mishaps Calf roping Bronc riding Bull riding Miscellaneous Specialty events Science & Economics 1. Assuming science will give us all the answers Science doesnt solve ethical questions The public doesnt always trust scientists 2. Using economics as the justification for all of our practices ...of course we treat them well or we wont make money Although it makes sense to those who raise animals for a Sources: DA Daley, CSU-Chico and JK Shearer, ISU living, these statements hurt our efforts with the public Egos and Assumptions Talking vs. Listening 3. Assuming that you must defend all farming 5. Attacking everyone who disagrees with you practices, regardless of what they are in a negative and critical manner Defending all practices makes no sense and Getting angry easily generally means we arent causes you to lose credibility with the public comfortable with what we are doing and have to 4. Assuming we cant do better at animal loudly defend ourselves for assurance welfare 6. Not being willing to listen because we are so Agriculture is about evolving practices busy responding Why cant we continue to improve a system that Learn to listen to understand - not to responding is already good, but will continue to change? NDSU 2011 Extension Spring Conference, Fargo 4
JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Radical or Accepted? Thoughtful Planning? 7. Assuming that the radical fringe is the 9. Assuming that because someone disagrees general public with you they are stupid, evil or both We spend far too much time focused on the Good people can look at the same issue animal extremists, and not enough time differently working with the general public 10.Not working hard enough to build coalitions 8. Being reactive rather than proactive that include the public (consumers) Happens all the time, especially among those Most of our coalition efforts are focused on who are passionate about what they do bringing agricultural groups together There arent enough of us, and we dont represent enough votes. Diverse Leadership Animal Welfare Gone Hollywood 11.Criticizing or mocking any animal production Temple Grandin system that is not conventional Movie received seven Emmy awards There is room for different methods of production Named on of Time magazines Let the market determine their success rather 100 most influential people in the world than you hoping for them to fail 12.Trying to lead a parade without seeing if anyone is following Have you asked producers about the issue? 90%+ of surveyed producers say animals have the RIGHT to be treated humanely and ethically! Bull fighting, Dog fighting, Warning Cock fighting The following contains scenes that some might find disturbing. Intended for mature audiences that are well-informed and willing to work toward solutions that benefit our society. These are extreme cases and NOT typical, but they do happen NDSU 2011 Extension Spring Conference, Fargo 5
JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Neglect Uncontrollable Make Every Conversation Count Key Message Proof Points Abuse Tell em what you told em Give them a glass of information, not the entire tank load NDSU 2011 Extension Spring Conference, Fargo 6

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Understanding animal welfare part2 jw

  • 1. JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 J.W. Schroeder, Ph.D., Associate Professor Extension Dairy Specialist HOW TO LOSE AN ARGUMENT Department of ON ANIMAL WELFARE Animal Sciences Feelings Toward Dairy Products Public sentiment Midwest Dairy Association 43% 40% is everything. On a scale of 1 to 10, where 1 is very unfavorable and 10 is very favorable, how would you characterize your feelings towards milk (1/2 sample) cheese (1/2 sample)? With public Milk Cheese n=245 sentiment nothing N=261 20% 17% 14% 13% 13% can fail; without it, 10% 8% 7% 5% nothing can 1% 1 0% 0% 2% 3% 10 0% 1 2% 1% 3% 10 Mean Mean Very Very Very Very succeed. Unfavorable 8.6 Favorable Unfavorable 8.2 Favorable Days/Year Days/Year Milk Consume 42 78 215 1 70 293 Abe Lincoln Cheese Consumed as Beverage Index vs. Nat Trusted Sources Animal Care U.S. Welfare Laws Since 2002 Top Box Source: Dairy Management Inc. Practices Banned in Recent Time American Humane Society 10% 8% 37% 45% 105 Veal crates American Society for the Prevention 13% 11% 36% 41% Arizona 2006, Colorado 2008 (ASPCA) of Cruelty to Animals 95 Humane Society of Tail Docking of Dairy Cattle the United States 18% 10% 33% 40% 116 Outlawed in California 2009 American Veterinary Foie gras (force feeding) Medical Association 20% 5% 36% 39% 105 California 2004 US Department of Agriculture (USDA) 7% 9% 48% 36% 125 Prevention of Farm Animal Cruelty Act Environmental Protection 13% 16% 43% 29% 116 (Proposition 2, California 2008) Agency (EPA People for the Ethical Passed by wide margin (63% yes vs. 36% Treatment of Animals (PETA) 17% 35% 27% 22% 110 no) National Milk Provisions of the Act Producers Federation 44% 10% 31% 14% 140 Animals must have sufficient space to lie Dairy Research Institute down, turn around, groom, stretch limbs 47% 8% 31% 13% 130 freely American Association of Bovine Practitioners 65% 9% 21% 6% 100 Most recently, Maine 0% 20% 40% 60% 80% 100% As of January 1, 2011, gestation stalls Dont Know No Trust Trust Somewhat Trust very Much and veal crates will be prohibited NDSU 2011 Extension Spring Conference, Fargo 1
  • 2. JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Abuse Captured on Video Social Media Response 1. Westland Hallmark Packing Plant in California (2/08) Dynamics of cell phone users: 2. Livestock Market in Portales, New Mexico (6/08) 33% access daily news feeds 3. The Veal Calf Slaughter Plant in Vermont (11/09) 4. Conklins Dairy Farm Video of Abuse (5/10) 28% customize internet access 37% contribute to creation of news 24 hour news delivery -- now in 30 minute of less! Communication Tools & Resources Commodity Groups at Work usdairy.com mydairytoolkit.com Media efforts to: Establish a presence Enlist advocates Dominate search engines Sayable Sharable Sendable Showable New Consumer-Tested Key Messages Coming this Spring www.midwestdairycheckoff.com NDSU 2011 Extension Spring Conference, Fargo 2
  • 3. JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Images of our Industry Poultry Pigs Leg deformity Lean line fast growth Images of our Industry Images of our Industry Beef cattle Dairy Horses Pets Corkscrew claw Inherited autosomal Blue-eyed Dogs for show not function recessives: DUMPS, BLAD Handling Practices to Consider Livestock for Exhibition This is a form of animal abuse that is commonplace because of a lack of understanding of these handling devices Nose-lead is a distraction Halter is a restraint device Viewed as abuses (often a device, not a halter consequence of ignorance about animal needs) Grand Champion Bull Shearer Angus Feeding diets with excessive concentrates and limited or no hay Confined in a small pen that restricts exercise and prevents socialization Isolation a dark climate-controlled room for 24 hours a day for the purposes of simply growing hair Not understanding what they are seeing and assuming the worse Farm size, in & of itself, will never be a reliable indicator of animal welfare on the farm. NDSU 2011 Extension Spring Conference, Fargo 3
  • 4. JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Rodeo Events Hunting, Fishing, etc. Steer wrestling Team roping Mishaps Calf roping Bronc riding Bull riding Miscellaneous Specialty events Science & Economics 1. Assuming science will give us all the answers Science doesnt solve ethical questions The public doesnt always trust scientists 2. Using economics as the justification for all of our practices ...of course we treat them well or we wont make money Although it makes sense to those who raise animals for a Sources: DA Daley, CSU-Chico and JK Shearer, ISU living, these statements hurt our efforts with the public Egos and Assumptions Talking vs. Listening 3. Assuming that you must defend all farming 5. Attacking everyone who disagrees with you practices, regardless of what they are in a negative and critical manner Defending all practices makes no sense and Getting angry easily generally means we arent causes you to lose credibility with the public comfortable with what we are doing and have to 4. Assuming we cant do better at animal loudly defend ourselves for assurance welfare 6. Not being willing to listen because we are so Agriculture is about evolving practices busy responding Why cant we continue to improve a system that Learn to listen to understand - not to responding is already good, but will continue to change? NDSU 2011 Extension Spring Conference, Fargo 4
  • 5. JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Radical or Accepted? Thoughtful Planning? 7. Assuming that the radical fringe is the 9. Assuming that because someone disagrees general public with you they are stupid, evil or both We spend far too much time focused on the Good people can look at the same issue animal extremists, and not enough time differently working with the general public 10.Not working hard enough to build coalitions 8. Being reactive rather than proactive that include the public (consumers) Happens all the time, especially among those Most of our coalition efforts are focused on who are passionate about what they do bringing agricultural groups together There arent enough of us, and we dont represent enough votes. Diverse Leadership Animal Welfare Gone Hollywood 11.Criticizing or mocking any animal production Temple Grandin system that is not conventional Movie received seven Emmy awards There is room for different methods of production Named on of Time magazines Let the market determine their success rather 100 most influential people in the world than you hoping for them to fail 12.Trying to lead a parade without seeing if anyone is following Have you asked producers about the issue? 90%+ of surveyed producers say animals have the RIGHT to be treated humanely and ethically! Bull fighting, Dog fighting, Warning Cock fighting The following contains scenes that some might find disturbing. Intended for mature audiences that are well-informed and willing to work toward solutions that benefit our society. These are extreme cases and NOT typical, but they do happen NDSU 2011 Extension Spring Conference, Fargo 5
  • 6. JW Schroeder, Ph.D. Department of Animal Sciences March 30, 2011 Neglect Uncontrollable Make Every Conversation Count Key Message Proof Points Abuse Tell em what you told em Give them a glass of information, not the entire tank load NDSU 2011 Extension Spring Conference, Fargo 6