Pork welfare in the media era. Jean-Paul Laforest, Agr., Ph. D. Professor, Université Laval

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1 Pork welfare in the media era Jean-Paul Laforest, Agr., Ph. D. Professor, Université Laval

2 Presentation Outline Introduction Paradigm Social Context Welfare Framework Conclusion 2

3 Introduction THEM: powerful, disturbing images 3

4 Introduction US: sensationalism, out of context 4

5 Paradigm Paradigm: representation of the world, a way of seeing things, a coherent model that relies on a defined foundation - > MAJOR IMPACTS 5

6 Paradigm Paradigm: Man/Animal Relationship Man dominating nature Man protecting nature 6

7 Paradigm Since time immemorial, in almost all cultures, Man has held a dominant position over animals (the super predator ) Today, we are seeing a major shift in perception with an increased concern for animal welfare, but also, with part of the population arguing that animals have the same rights as human beings Where does this shift in paradigm come from? o Animals may suffer (minimize suffering) o Society has changed considerably, especially in terms of standard of living 7

8 Social Context When all of our needs are met, we can more easily look after others needs, including those of animals (especially ones closest to us) middle class A high percentage of the population can address the top need 8

9 Social Context The population s growing need for an abundance of quality, low-cost food has led to an intensification of animal husbandry Industrialization of agriculture and animal husbandry, beginning in the early 20 th century The largest facilities are perhaps more efficient, but they play a role in objectifying animals (change in nature => animals are increasingly considered and treated like objects) 9

10 Social Context Lack of knowledge of the rural environment and of agriculture Lack of knowledge of food production methods Easy access to a multitude of food products Urbanization Since 2011, more than 50% of humans live in the city and the figure continues to grow Little or no contact with death, be it the slaughter of an animal or death of a loved one 10

11 Social Context Animal becomes a member of the family Anthropomorphism Easy analogy between a pet and farm animal (very often used in the discourse of animal rights supporters) Pets USA 60% Canada 50% and on the rise! Emotional appeal 11

12 Social Context More and higher performing tools Information of all kinds, unconfirmed, very readily available; fertile ground for demagoguery Communications Multiplication of tools and an overabundance of information The media want first and foremost to survive and prosper: what sells well? -> news and sensationalism! 12

13 Communications GENERAL PUBLIC + Producers Processors Stakeholders Animal welfare advocates Animal rights defence (highly vocal group) 13

14 Communications ANIMAL RIGHTS ACTIVISM Not representative of the population (> 3%) Actions based on animal rights Ideology trumps truth Often cut and dried ( good vs evil ) Anecdote-based generalizations The end justifies the means (in war!) Huge resources (USA $400M/year!) Not favourable to the promotion of animal welfare Part of the arguments based on an element of truth 14

15 Communications Activist groups are particularly good at using the media They dedicate a lot of time, effort and energy on it For the media, often -> no problems means no news! 2002 New! : Advocate journalist (journalist who defends or promotes a cause) Media involvement Communications 15

16 Communications The multiplication of communication means can be compared to the installation of radar cameras on roads: violators are at greater risk of being caught 16

17 Welfare ANIMAL USE AND TREATMENT Position accepted by most people: o Human beings would be morally justified to use animals to meet their needs (this is debateable!) o Animals must be treated humanely o No useless suffering is acceptable o It is only human to feel pity towards animal suffering 17

18 Welfare SUFFERING AND PAIN Suffering, or pain in the widest sense of the word, is an emotional experience of displeasure and aversion associated with harm or a threat of harm Suffering may be physical or mental, depending on whether it relates primarily to a somatic process or a psychological one in an organism 18

19 Welfare ACCEPTABLE VS UNACCEPTABLE? Cruel treatment > legal framework (legislation) in Canada violation is completely unacceptable. Examples: o Dragging a chained animal o Forcing animals to clamber on top of one another o Using an electric prod on an animal s sensitive body parts o Deliberately closing a door on an animal o Violently beating an animal (Grandin & Johnson, 2003) Respect for the freedoms defined by the Farm Animal Welfare Council (1993) > Codes of Practice - to be followed Enrichment of the environment OK -> next step, which is already underway 19

20 Welfare THE FIVE FREEDOMS (FAWC, 1993) Freedom from thirst, hunger and malnutrition Freedom from discomfort Freedom from pain, disease and injury through protection and treatment Freedom to express most of the normal and natural behaviours of their species Freedom from fear and mental suffering 20

21 Welfare THE FIVE FREEDOMS (FAWC, 1993) Freedom from thirst, hunger and malnutrition Freedom from discomfort Freedom from pain, disease and injury through protection and treatment Freedom to express most of the normal and natural behaviours of their species Freedom from fear and mental suffering 21

22 Welfare Discomfort Pain Social behaviours Fear 22

23 Welfare WELFARE IMPROVEMENT Define an acceptable operational mode (framework) Acknowledge the needs for improvement Find out about the various possible courses of action within a defined and well-known framework Work on ongoing improvement, adopt new practices and share what is being done Base decisions on practices that are as objective as possible ( science-based ) 23

24 Framework REGULATORY FRAMEWORK Legislative approach o Acts, regulations, etc. (cruelty, etc.) o Guides and Codes of Practice Quality assurance programs with a welfare component o Industry initiatives o Upstream initiatives (providers) or downstream initiatives (processors, retailers, restaurateurs, etc.) 24

25 Framework Recommendation 2: Awareness-raising and communication on animal health and welfare Recommendation 6: Screening of serious situations involving mistreatment of animals Recommendation 9: Adoption and release of codes of recommended practices 25

26 Framework COMMUNICATION Importance of being organized and working together o Center for Food Integrity (CFI USA) o Farm and Food Care Ontario (FFCF Canada) o Ag & Food Exchange (Canada) For Quebec - > credible spokespersons, champions : to expand on perhaps (???) o Ag & Food Exchange, Quebec o Stratégie québécoise de santé et de bien-être des animaux [Quebec strategy for animal health and welfare] (perhaps???) 26

27 Framework INDUSTRY POSITION Transparency and communication those who know the industry are best placed to explain pratices (what and how things are done, and why things are done the way they are) Adopt animal husbandry welfare practices that are adequate and recommended and ensure they are followed Raise awareness among, inform and train stakeholders Commit to an ongoing process of practice adaptation and improvement (importance of R&D) Demonstrate the same degree of rigour towards welfare as demonstrated towards other aspects of animal husbandry 27

28 Framework CONSUMER CONCERNS (USA) Center for Food Integrity, 2011 Healthy food Inexpensive food Nutritious food Food products produced with a reduction of synthetic inputs in mind Animals raised with welfare in mind Food produced with a conservation of natural resources in mind Food produced sustainably Food produced to meet global food needs Food produced to increase productivity 28

29 Framework DEMONSTRATION OF RIGOUR A CTV news story in November 2012: a panel of three Canadian experts (organized by CFI) - > found that most practices met good practice standards, but that two practices were deemed unacceptable o Piglet euthanized by striking the head against a metal post o Animal with mobility issues being kicked and pulled by the ears 29

30 Conclusion REMEMBER: We musn t bury our heads in the sand - > social concerns about animal welfare are here to stay and it s the talk of the town! : we must listen actively to the general public and understand its concerns We must have our house in order - > we must be familiar with and adopt good practices, work on ongoing improvement, and we must also be proactive, not reactive: we must interact with animal welfare advocates and avoid giving animal rights activists any ammunition Communication is best when we re in control - > we must talk about what we do and why we do it transparently and honestly, with a coherent, joint message: we must communicate with our partners and with the general public and, MOST OF ALL, do it well 30

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