Journal Article Ahead of print
PubMed: 42431444 DOI: 10.3168/jds.2025-27805
Effect of farmer-guided farm tours on public knowledge of and attitudes toward dairy cattle welfare, dairy product quality, and environmental sustainability in Canada.
J Dairy Sci
Authors: Anne-Marieke C Smid, Steven Roche, Wia Ruiter, Herman W Barkema, Berina Traub, Heleen de Wit, Beth A Ventura
Affiliations
- Faculty of Veterinary Medicine, University of Calgary, Calgary, AB, Canada, T2N 4N1.
- ACER Consulting, Guelph, ON, Canada, N1G 5L3.
- Faculty of Veterinary Medicine, University of Calgary, Calgary, AB, Canada, T2N 4N1; Faculty of Veterinary Medicine, Department of Farm Animal Health, Utrecht University, Utrecht, 3584 CL, The Netherlands.
- Faculty of Veterinary Medicine, University of Calgary, Calgary, AB, Canada, T2N 4N1.
- Department of Large Animal Clinical Sciences, College of Veterinary Medicine, Michigan State University, East Lansing, MI, 48824.
Abstract
The need to better understand societal expectations for sustainable dairy farming is critical if the sector is going to fulfil its social license to produce. Concurrently, as livestock sectors seek to engage with the public about practices, it is important to clarify the effect of different communication approaches. We used mixed-methods surveys to document how farmer-guided farm tours affected visitors' perceptions of the Canadian dairy industry, with a secondary aim to assess whether outcomes are affected by tour delivery style (one-way education vs. a more open approach focused on inviting questions and discussion). Farmers (n = 30) trained in one of 2 styles (half in each) gave farm tours on 3 commercial dairy farms in Alberta, Canada, during 'Breakfast on the Farm' events in June 2022, with 286 visitors completing pre- and post-tour surveys about their perceptions of cow welfare, dairy product quality, and the environmental stewardship of dairy farmers. Among them, 128 (44.8%) also returned a 2-week follow-up survey. Qualitative data were processed via template and content analysis. Immediately after the farm tours, 78.3% of participants reported improved perceptions of cow welfare, or did not change from the highest positive rating (i.e., very good), whereas 9.6% reported downward shifts in welfare perceptions. The remainder (12.1%) did not change from their pre-tour perceptions. A total 87.5% of participants became more positive in their view on dairy product quality or did not change from the highest positive rating, 8.1% reported no change, and 4.4% became more negative. With regard to perceptions on the environmental responsibility of dairy farmers, 85.3% of participants became more positive or stayed at the highest rating, 9.6% did not change their rating, and 5.1% became more negative. However, 2 weeks later, 21.1% had reverted to more negative welfare perceptions, with concerns focused on cow-calf separation and lack of outdoor access. Similar trends were observed with dairy product quality and environment perceptions. Politically right-leaning participants had lower odds of a non-positive shift (i.e., less likely to shift negatively or have no change) in their perception of dairy product quality compared with those who did not lean right, an effect that persisted after accounting for communication treatment. Younger participants (≤35 years) were also more likely than older participants (>35 years) to not show a positive change in their perception of dairy farmers' environmental responsibility after the tour. Tour style did not affect perception outcomes, which may be due to the challenges imposed by attempting dialogs during a walking farm tour, in combination with limited training of farmers. Overall, farm tours improved knowledge and awareness of dairy farming and yielded positive improvements in perception at the outset, but important questions remain about long-standing outcomes. Overall, alternative approaches (other than one-way education) to public engagement may help the dairy industry build and maintain public trust and determine what factors are important for a socially sustainable future.
MeSH
Agriculture, Dairy Products, Farms, Communication, Dairying, Perception, Surveys And Questionnaires, Environment, Education