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Do you hear what I hear? Do you see what I see? Varying Perspectives on Livestock Animal Welfare 1

Do you hear what I hear? Do you see what I see?

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Page 1: Do you hear what I hear? Do you see what I see?

Do you hear what I hear?

Do you see what I see?

Varying Perspectives on Livestock

Animal Welfare

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Page 2: Do you hear what I hear? Do you see what I see?

Balancing act for animal well-being and consumer trust

Economic Factors and

Markets for Animal

Welfare Attributes

Dr. Nicole Olynk Widmar

Dept. of Agricultural Economics

Supply Factors

Demand Factors

Page 3: Do you hear what I hear? Do you see what I see?

Livestock takes the spotlight on

social issues

Because it is more important than crops?

Because they are CUTE! Relatable!

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Page 4: Do you hear what I hear? Do you see what I see?

Motivation

Need better understanding of consumer

perceptions, beliefs, and behaviors

Is there a perceived quality difference in the product?

Do consumers have a positive willingness to pay for

processes? MONEY MATTERS!

Consider purchasing versus voting behavior.

This is not unique to agriculture

This is not unique to food

Page 5: Do you hear what I hear? Do you see what I see?

Consumers are becoming more interested in the

methods employed in food production

Especially livestock products

Production agriculture is facing increased pressure

to adopt changes to production processes

Pressure for changes relating to the “production process”

rather than the “output characteristics of the product”

The pig, not the pork; the cow, not the milk

Perception is Reality

Page 6: Do you hear what I hear? Do you see what I see?

Motivation - Producers

Assessment of current producer sentiment is

needed to:

Assess ability and willingness to respond to changes in

consumer perceptions and demand

Examine economic impacts from potential adjustments

Page 7: Do you hear what I hear? Do you see what I see?

Take Home Points

Previous work indicates

people’s preferences vary by species (Olynk,

Tonsor, and Wolf, 2010)

Statistically significant but small impacts on meat

demand from animal welfare media coverage

(Tonsor, Olynk, and Wolf, 2010)

Media matters!

Spotlight on recent events …

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Page 8: Do you hear what I hear? Do you see what I see?

Nicole Olynk Widmar

Assistant Professor

Dept. of Agricultural

Economics

[email protected]