A few days ago, I posted a story on a University of British Columbia survey of nearly U.S. 500 consumers about what their ideal dairy farm looks like.
Essentially, those surveyed want milk produced from cows housed in little, red barns grazing lush, green pastures every day where no hormones or antibiotics are used. Idyllic? For sure? Reality? Not even close.
Before anyone panics, however, it’s important to keep in mind that even the researchers who conducted the study acknowledge the results shouldn’t be considered representative of the entire U.S. population. For one thing, those surveyed heavily skewed to the young. Seventy percent were under the age of 35. And 85% had at least some college training; almost 50% had college degrees.
The bad news is that these young millennials represent the future. These folks tend to live in the digital world, get most of their news from the internet and likely consider themselves hip, savvy, sophisticated and informed. It’s more than disconcerting they pretty much believe what they see on-line.
The survey raises three areas of concern:
- Some respondents, though not all, connect animal mistreatment with “factory farms.” They assume large, commercial dairies simply don’t take as good care of cattle as small farms. That’s simply not true, but it’s pretty clear the continuing onslaught of animal abuse videos is having an impact.
- Some respondents also believe any hormone use is bad. Some respondents don’t want any hormones used, including reproductive hormones. They somehow believe that hormones used in cattle will make their way into milk, and they don’t want any part of that. Again, not true, but that is what some consumers believe.
- Survey respondents believe antibiotics to promote growth (or milk production) also should be not used. The lone bright spot here is that some respondents say antibiotics to treat sick animals is ok, as long as it’s done short term to cure disease and improve animal welfare.
Correcting these misperceptions is an on-going, everyday challenge. The dairy checkoff’s Udder Truth campaign is a good start, because it meets young, millennial consumers where they live on-line.
Strict adherence to the National Milk’s FARM Program is a nobrainer so that the industry can speak with confidence that animal care standards are being met, regardless of farm size and housing type.
The survey also suggests the battle over hormone use is on-going. Bovine somatotropin has become a marketing wedge for branded fluid milk, though the BST human safety question is scientifically settled. The same can be pretty much said for reproductive hormones, though consumers are negative or unaware of how widespread they are used. (Here, technology such as activity monitors might alleviate, though not eliminate, the need for estrus synchronization programs.)
The one bit of good news in the survey is that some consumers understand the need for antibiotics to treat sick cattle. Adherence to treatment protocols is critical to ensure animals are cured and no residues in milk or meat occur.
Finally, as dairy farmers, you are your own best defense. You are the face of the dairy farming franchise. Be visible in your community and active on-line in social media. It’s your story. Tell it like only you can.
