Animal welfare: the consumer and the food industry

Explores key trends explaining consumer concerns and actions on animal welfare. Concludes that concerns are not a fad, but deep‐seated and here to stay. UK livestock production, distribution and processing systems and practices have evolved, will and should evolve to allow farm animals “to enjoy a decent life” and to satisfy reasonable consumer concerns on animal welfare matters. Presents the UK industry with both threats and opportunities. Livestock products that are animal welfare‐friendly, produced with traditional/natural methods and carry“passports” offer important consumer benefits that can provide a competitive edge. The farm sector needs to forge alliances with organizations, such as the RSPCA, which are viewed as credible on welfare matters by consumers. However, addressing consumer concerns about animals, per se, will not reverse the declining domestic market for livestock products – this will require more comprehensive, industry‐wide efforts to deliver the full range of benefits to consumers that they demand from food products in the twenty‐first century.