Public concerns about dairy-cow welfare: how should the industry respond?

The paper reviews psychological and social scientific research on lay attitudes to food risks. Many experts (scientists, food producers and public health advisors) regard public unease about food risks as excessive. This expert-lay discrepancy is often attributed to a 'knowledge deficit' among lay people. However, much research in psychology and sociology suggests that lay risk assessments are complex, situationally sensitive expressions of personal value systems. The paper is organised around four themes: risk perception, the communication of risk, lay handling of risk, and public trust in institutions and experts. It suggests that an interdisciplinary, contextualised and psychologically sound approach to the study of risk is needed.

This paper presents the combined mid-term findings of the consumer research components of two EU Sixth Framework Programme integrated projects concerning meat, ProSafeBeef and Q-PorkChains. The consumer pillar of ProSafeBeef carried out eight focus group discussions in May 2008, in France, Germany, Spain and the UK. Q-PorkChains conducted a large-scale, web-based, consumer survey in January 2008 in Belgium, Denmark, Germany, Greece and Poland. The first project provides a set of qualitative data from a small cohort of focus groups and the second a set of quantitative data from a larger consumer sample. This paper draws together the main findings of both projects and provides a comprehensive overview of European citizens' and consumers' attitudes towards and preferences regarding beef and pork. In general, consumers consider meat to be a healthy and important component of the diet. Consumers support the development of technologies that can improve the health attributes of meat products and guarantee eating quality, but they have a negative view of what they see to be excessive manipulation and lack of naturalness in the production and processing of beef products. In the Q-PorkChains study consumer and citizen segments are identified and profiled. Consumer segments were built upon the frequency and variety of pork consumption. The citizen segments were built upon their attitudes towards pig production systems. Overall, the relationship between individuals' views as citizens and their behaviour as consumers was found to be quite weak and did not appear to greatly or systematically influence meat-buying habits. Future studies in both projects will concentrate on consumers' acceptance of innovative meat product concepts and products, with the aim of boosting consumer trust and invigorating the European beef and pork industries.

Calf rearing programs for the control of bovine Johne's disease (BJD) in dairy farms have been widely adopted globally and are based on evidence that the most significant risk factor for developing the disease is exposure of young calves to infectious doses of the causative organism Mycobacterium avium subsp. paratuberculosis (Mptb). Hygienic calf rearing practices aim to break the transmission cycle of Mptb by removing neonatal calves from their dams within 12h of birth and segregating replacement heifers from the herd until they are 12 months of age. But compliance with these interventions is difficult for many producers and delaying the removal of calves from their dams and earlier return of heifers to the herd are common practices. However, would changing these practices increase the risk of animals contracting BJD? Evidence for age susceptibility of calves and young adults to Mptb is reviewed. The experimental studies selected for inclusion in an analysis of the evidence were those designed specifically to address the issue and were confined to examination of 140 cattle in experiments conducted by eight groups of workers between the years 1938 and 2006. Approximately 75% of calves 12 months old developed lesions indicative of BJD infection when exposed to any of the tested routes of Mptb infection. No direct evidence was found to support the commonly held view that calf removal from the dam for a maximum period of 12h is preferable to 24h. However the studies did show that if exposure to infection occurs at birth, then the risk of infection progressing to BJD is high, particularly in a highly contaminated environment or if the dam is infected. Copyright 2009 Elsevier Ltd. All rights reserved.