Professionalism needed in animal ag

Much of the debate on farm animal welfare changes has centered on major infrastructure shifts such as facilities improvements and housing approaches.

However, arguably the greatest challenge, and also opportunity, facing animal agriculture may lie not in the physical environment but rather in the mindset of producers.

The human factor is a powerful one in determining the quality of animal welfare delivered, says expert Dr. David Fraser of the University of British Columbia.

Recognizing this and taking steps to ensure a professional, responsible mindset among everyone involved in handling and managing animals may just be the most impactful way to effect strong and sustainable welfare advancement.

“Very different welfare outcomes occur in the same type of physical environment. Why is this?” says Fraser, speaking at the March Livestock Care Conference in Calgary.

“Of course it’s because animal welfare depends on so much more than just the physical environment. It depends strongly on the quality of animal care that the animals receive. This in turn depends so much on the knowledge, skill and attentiveness of the producers and staff.”

Farming and animal agriculture have unique roots, a diversity of scales and approaches and have unique characteristics distinct from other “professions.”


Nonetheless, a professional mindset is critical to maximizing success, particularly in the case of key areas of sustainability under increasing scrutiny in the public eye, including farm animal welfare, he says.

“Whether it’s food safety, environmental stewardship, or farm animal welfare, what we need is a system that rewards that high level of skill, knowledge, dedication and performance. I believe we need a continued shift in our thinking toward what I would call professional animal production as the way forward on these issues.”

Animal agriculture needs to walk the talk and make sure professional approaches are implemented in all facets of industry, Fraser says.

This can’t be simply an image effort. It must be real on the ground effort. The potential reward is a society that is less questioning and challenging of animal agriculture, and more trusting and comfortable with livestock and meat industries.

Agriculture can benefit by gradually moving closer to a professional model. Three key elements of a profession include:

  • the main outcome is some kind of service to clients or the public;
  • participation requires competence, typically demonstrated to peers;
  • the ethical acceptability of the profession comes from adhering to the ethical norms of society, usually through some form of self-regulation.

Canada is making progress on this pathway in the area of farm animal care, through organizations such as the National Farm Animal Care Council and Alberta Farm Animal Care, as well as through standards and guidelines such as the Codes of Practice and Assessment Models.


“The traditional industry model of enforcement people coming in and correcting problems is what we want to avoid. Industry-driven progress. Producers taking charge of responsibility and advancement. These approaches make us much more like a true profession,” Fraser says.

Good animal producers can develop self-regulatory processes to demonstrate that they are meeting the ethical expectations of society, he says.

Enforcement agencies can work in collaboration with industry groups to address any issues or problems, because while each has a distinct and important role, they share the same interests. Over time, the public will see the industry organizations as the main group to reach out to when asking for concerns to be looked into and addressed.

“I think this shift has already begun with many of the initiatives industry has undertaken, particularly in recent years. We are moving in the right direction. Changes are occurring that make a professional model much more feasible for the future.”

Meristem is a Calgary-based communications firm that specializes in writing about western agriculture, food and land use.


  • Haefen

    I would agree that the Professional model suggested could avoid many problems in the future. By having a main outcome be a service to the public the industry can get ahead of future problems and build a level of trust which will be invaluable when expected PR problems occur.

    The public has a much “higher” standard or expectation of how animals should be treated than in even the recent past and are increasingly questioning the morality of how the industry treats animals and if we should be raising animals to kill them.

    Recent research is also expanding our understanding of pain, comfort and even emotions in animals and this information is making it’s way into society. People are forming much closer relationships with the few animals they interact with (pets) and hold extremely different views on animals than their grandparents did. The same is true for how many view animal farming.

    Today many see the industry as one that is hiding, even defending or allowing practices most people do not agree with. Attacking critics by calling them eco-terrorists and demanding protecting from workers who would video animal mistreatment is creating an image in the public mind of an industry that needs more rules and enforcement. It is a trend that is losing, not gaining public support.

    But all of that could be reversed with this professional model.

    When video’s of animal mistreatment begins to come from the good producers, as examples of what is not acceptable, videos of incidents in which workers and management were fired before the public heard about it from other sources, people will begin to question the accusations from a small minority. When the public is allowed in to see how animals are really being treated the power to vilify the industry will be reduced.

    The days of any controversial industry responding to public image disasters or incidents only after they occur are behind us. Today industry has to lead the public otherwise they will not have the moral capital to make it through the unavoidable incidents that will pop up from time to time.

    That seems to be something the professional model should do very well, if adopted and if the good producers get the support they need.