"Customers simply expect that we take good care of our cows," said Jennifer Walker, director of dairy stewardship at Dean Foods, during her presentation at the UW-Extension Dairy Well-Being Conference in Eau Claire, Wis. But what does good care look like?Speaking from a milk buyers' perspective, she explained that the issue of animal welfare impacts everyone, from the producer to the milk buyer to the store or restaurant that sells the product.
First, we need to understand what concerns our customers. The problem is much more complex than consumers not being connected to agriculture, Walker said. "We need to do more than simply tell our story. Consumers want us to be authentic and honest in our communications and efforts."
One mistake we make when talking with customers and consumers is approaching farming purely as a business rather than a way of life. You can't use science to change some people's perspectives on these contentious issues, Walker emphasized.
"When we say to the consumer, ‘If I didn't take care of my cows, they wouldn't produce,' it can sound very self-serving," Walker explained. "The only message that resonates with consumers is ‘I take good care of my cows because it is the right thing to do, period.'"
The reality is that there are some farming practices that society simply won't support in the future, Walker said. Science can only tell us what we can do, but the question we are still faced with is what we should do, she said. "Good production does not guaranty good welfare. We can't defend practices with pounds."
