New Zealanders Embrace Positive View of Livestock Industries and Farmer Welfare Practices

According to a recent survey conducted by Research First, the public perception of livestock industries and their welfare practices in New Zealand is overwhelmingly positive. In fact, the perception of farmers has improved more than any other industry in the country over the past three years.

Liz Morley from Research First highlighted that the sheep and beef, as well as the dairy sub-sectors, experienced a significant increase in positive perception, with no significant change in negative perception. The survey involved 380 New Zealanders and covered various industries, including healthcare, tourism, construction, and retail.

The survey revealed that farmers and growers now have the highest proportion of positive perception among the population. Further analysis of the data showed even more positive results for farmers. Three-quarters of respondents expressed trust in farmers' ability to properly care for their animals, and a similar percentage rated the welfare of animals in the dairy, sheep, and beef sub-sectors as "good" or "very good." Only 11% of respondents indicated a level of distrust.

Morley explained that instead of simply measuring positive or negative views, the research aimed to identify the direction and driving factors of public perception trends. The survey asked participants to rate the welfare of various livestock animals. Wool-producing sheep received the highest level of positive responses at 78%, followed by dairy cows at 76%, beef cattle at 75%, sheepmeat farming at 73%, and deer at 66%. Layer hens and broiler chickens received the lowest ratings at 52% and 40%, respectively.

Regarding trust in people involved in the livestock industry to properly care for animals, 28% strongly agreed and 46% agreed with the statement about farmers. Similar percentages were observed for transport operators and abattoir workers, with 18% strongly agreeing and 42% agreeing.

The survey also assessed the level of trust in information related to farm welfare in New Zealand. Animal welfare organizations received the highest level of trust, with 15% completely trusting them and 47% having some trust. Farming industry bodies and government press releases ranked second, with industry bodies being completely trusted by 9% and somewhat trusted by 38% of respondents. Government press releases were completely trusted by 8% and somewhat trusted by 41%. Celebrity chefs were the least trusted, with only 4% expressing trust and 28% somewhat trusting them, followed by supermarkets, with 5% trust and 33% somewhat trusting them for farm welfare information.

Julian Ashby, the chief insights officer of Beef+Lamb NZ, noted that the research aligns with their own public perception surveys. He expressed satisfaction in seeing the public recognize the hard work farmers put into caring for their animals and the land. Ashby believes it demonstrates New Zealanders' support for sheep and beef farmers and showcases the red meat sector's resilience in the face of challenges over the past three years.