Consumers' Views About Farm Animal Welfare: Part I National Reports

Consumers’ Views about Farm Animal Welfare Part I: National Reports based on Focus Group Research edited by Adrian Evans and Mara Miele WELFARE QUALITY REPORTS NO. 4 Welfare Quality Reports Edited by Mara Miele and Joek Roex School of City and Regional Planning Cardiff University Glamorgan Building King Edward VII Avenue Cardiff CF10 3WA Wales UK Tel.: +44(0)2920874709; fax: +44(0)2920874845; e-mail: [email protected] April 2007 The present study is part of the Welfare Quality® research project which has been co- financed by the European Commission, within the 6th Framework Programme, contract No. FOOD-CT-2004-506508. The text represents the authors’ views and does not necessarily represent a position of the Commission who will not be liable for the use made of such information. © Copyright is held by the editors and individual contributors. ISBN 1-902647-75-0 ISSN 1749-5164 CONTENTS Preface iii 1 Hungary 1 2 Italy 53 3 United Kingdom 115 4 The Netherlands 155 5 Sweden 205 6 Norway 253 7 France 323 Bibliography 371 Appendices 379 PREFACE Animal welfare is of considerable importance to European consumers. Nowadays food quality is not only determined by the overall nature and safety of the end product but also by the perceived welfare status of the animals from which the food is produced. The fact that improving the animal’s welfare can positively affect product quality, pathology and disease resistance also has a direct bearing on food quality and safety. The Welfare Quality project is about integration of animal welfare in the food quality chain: from public concern to improved welfare and transparent quality. The project aims to accommodate societal concerns and market demands, to develop reliable on- farm monitoring systems, product information systems, and practical species-specific strategies to improve animal welfare. Throughout this Integrated Project, effort is focused on three main species and their products: cattle (beef and dairy), pigs, and poultry (broiler chickens and laying hens). The research programme is designed to develop European standards for on-farm welfare assessment and product information systems as well as practical strategies for improving animal welfare. The standards for on-farm welfare assessment and information systems will be based upon consumer demands, the marketing requirements of retailers and stringent scientific validation. The key is to link informed animal product consumption to animal husbandry practices on the farm. The project therefore adopts a ‘fork to farm’ rather than the traditional ‘farm to fork’ approach. Welfare Quality will make significant contributions to the societal sustainability of European agriculture. In this report, we present the results of a series of focus group discussions with consumers in seven EU countries (Hungary, Italy, United Kingdom, the Netherlands, Sweden, Norway and France). Seven focus group interviews with 8/10 participants each were carried out with ordinary consumers in all seven study countries in order to explore underlying consumer awareness, concerns and beliefs associated with animal welfare and information on food labels. The groups have been selected on the basis of the participants’ life cycle or consumers’ lifestyles: Urban mothers, Rural women, Empty nesters (Living with partner, no children at home), Young singles, Seniors, and Politically active/vegetarians. In each country a seventh group was selected according to country specific criteria, e.g. Gourmets in Italy, Religious minorities in France, Hunters in Norway, etc. iii iv / Preface Part two of this Report will present the results of a comparative analysis and a thorough description of the focus group protocol and methodology adopted. This will be published separately. Adrian Evans Mara Miele Cardiff, April 2007 1 HUNGARY by Bridin McIntyre and Cathal Cowan National Food Centre, Ireland EXECUTIVE SUMMARY • Price, quality and provenance are the key influences in determining participants’ choice of animal based products. Participants across all social classes appear to be price sensitive and value for money was a critical factor when making purchasing decisions. Loyalty to Hungarian produced products, particularly meat products, was strong among consumers. Health concerns was a major driver for those consumers who have made dietary changes in the last five years. • Participants’ perceptions of farming practices appear to be strongly influenced by their experience with farms. Positive animal welfare perceptions were related to consumers’ direct experiences with farming. Participants’ generally associated large-scale/industrial farming with poor animal welfare practices whereas small- scale farming was considered to have good welfare practices. • The term “animal welfare” is not used in Hungary. However, consumers had a good understanding of the concept. Participants were in general agreement on the core issues surrounding animal welfare. They wanted animals to be housed in hygienic conditions, have a nutritious diet, have sufficient space, live in conditions that avoids suffering and if transported, it be done in a humane way. Consumers welcome changes that will improve animal welfare standards. • There was poor awareness and low consumption of animal friendly products. The most commonly purchased products were organic and free-range eggs, organic chicken and organic yoghurt. Price was a significant barrier to the purchase of welfare friendly products. Other barriers included poor availability and current satisfaction with existing products. Participants generally purchased non-packaged meat in preference to the welfare friendly packaged meat. • Participants generally found the labelling signifying the various certification schemes confusing. Consumer understanding of organic certification was particularly poor. This poor understanding of the various certification processes 1 2 / Consumers’ Views about Farm Animal Welfare: Part I has led to cynicism among some consumers. The “Excellent Hungarian Product” label, which promotes the purchase of Hungarian produced products on the domestic market, appeared to be one of the few certification labels that was both understood and trusted by consumers. Strong promotional support together with a simple message may have contributed to consumers understanding of this label. • Most participants linked good animal welfare practices with quality food. Good animal welfare practices were considered good for consumers whereas poor welfare practices were seen as a potential hazard to the human food chain. • Consumers in general did not actively seek out information on animal welfare issues. In general consumers received information on animal welfare by chance through the media. The print and broadcast media plays a significant role in alerting consumers to scandals in animal welfare while encouraging support for those trying to improve standards. Participants highlighted the need for balanced welfare information. • Participants generally displayed high levels of distrust in many areas of Hungarian society. Consumers differed in their opinions on who should have responsibility for animal welfare. However, participants had greater levels of trust in state- supported organisations rather than market-based stakeholders. Many distrusted the large multiple retailers to inform consumers of animal welfare issues however, the small market vendor was considered trustworthy. In general participants held experts, irrespective of their discipline, in high regard. Experts attached to independent agencies were particularly trusted. Politicians were generally held in low esteem. • In general participants had little confidence in their individual ability to effect change in animal welfare standards. They thought a publicly funded, independent national agency with complete responsibility for all matters concerning animal welfare would be best placed to bring improvements in animal welfare. While consumers in general wish to see improvements in welfare standards, concerns over price, in the short-term at least, could restrict demand for welfare friendly products. • There were mixed views on the role the EU in animal welfare policy. While some participants considered the EU to have a poor understanding of Hungarian farming to take responsibility for animal welfare others considered the EU a credible source of information. • Participants were closely aligned to the ten welfare concerns formulated by the project scientists. However, participants wished to have greater detail on specific issues such as animal feed, space and level of veterinary care. Consumers highlighted the need to retain a sense of proportion when developing animal welfare standards and that any proposed standards should be both effective and cost-effective. Consumers expressed a concern that improved welfare standards could result in price increases. Hungary / 3 • A graded standard was the preferred option for most participants and several consumers suggested using a star system similar to that used in the hotel industry. A single trademark or logo was considered preferable and any proposed standard should be internationally recognised. • Participants thought it imperative that the introduction of welfare standards would be introduced alongside a monitoring and enforcement programme. 1.1 INTRODUCTION Hungary even before democratic elections were introduced had a fairly ‘liberal’ economy. The level of GNP generated by the state sector has now fallen to less than 20 per cent. There has been considerable

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