Feed Strategy - July 2019 - 7

FeedStrategy ❙ 7

The majority of consumers expect livestock to be raised similarly to pets. Somrerk Kosolwitthayanant | iStock.com
They have many other things going through their heads
and in their lives."
Sherrard agrees animal welfare is far from a "top of
mind" issue for most consumers, rather it plays into wider
health concerns.
"On the issue of antibiotics and hormones, where
relevant, I think that's the way people think about feed;
what goes into the animal goes into my body, and that's
the connection people make."

Sustainability first
Susie Stannard, senior consumer insight analyst at AHDB,
says a more pressing opportunity for animal feed lies in
telling a sustainable story.
"Beyond what consumers say directly, there is more talk
on social media around the inefficiency of meat production," she says. "To counter this, it would be great to be
able to highlight how much animal feed actually comes
from waste parts of crops and that land which can't support
crop growth can be used to produce meat while absorbing
carbon, to demonstrate that meat production is sustainable."
EU animal advocacy organization Eurogroup for
Animals agrees: "One of our main concerns regarding
the animal feed industry is the provenance of the plant

proteins and cereals that are fed to the animals, especially in industrial animal agriculture. We are aware
that vast areas of the planet are subject to deforestation
in order to provide the animal feed industry with plant
proteins, for example soy, and cereal monocultures
which are also water-intensive, and this will become
increasingly unacceptable."
According to DuBois, 26% of U.S. consumers are
concerned about sustainability when shopping for meat
products and seafood sustainability will "continue to be
something extraordinarily strong."
"There are topics that are much more important than
animal welfare around the meat side but it doesn't minimize the fact that taking care of animals responsibly is
important to people," he says.
Animal welfare will gain importance, he adds, and
there will be a shakeout of leading certifiers, resulting in
one or two taking center stage.
"Certifications play a role across industries, not just meat;
it happens for fair trade in the coffee categories or confectionery and sustainability in seafood. The certification piece
is real and, as consumers look to see that across the store,
it will increasingly be a source of authority and trust for
consumers and something companies can invest in." ■

Kacey Culliney is an experienced B2B multimedia journalist, passionate about how food fits into the global picture
and how industry tackles major problems like climate change, malnutrition and economic crises.
July 2019 ❙ www.WATTAgNet.com


http://www.iStock.com http://www.WATTAgNet.com

Feed Strategy - July 2019

Table of Contents for the Digital Edition of Feed Strategy - July 2019

Feed Strategy - July 2019
Contents
In the Mix
Industry Happenings
Consumers invested in animal welfare, but knowledge is limited
Piglet welfare is compromised by feed regulations
Nutritional strategies for piglet diets without zinc oxide
Marketing nutrition through your own local offices
Retiring AFIA CEO Joel Newman’s advice for feed industry
Nutritional factors that influence milk quality, composition
Modern dairy cows deserve modern vitamin nutrition
The effect of feed particle size on pig health
SPACE to focus on many issues facing agriculture
The latest in bulk feed transportation equipment
Products
Advertisers’ Index
Feed Strategy - July 2019 - CT1
Feed Strategy - July 2019 - CT2
Feed Strategy - July 2019 - Feed Strategy - July 2019
Feed Strategy - July 2019 - Cover2
Feed Strategy - July 2019 - Contents
Feed Strategy - July 2019 - In the Mix
Feed Strategy - July 2019 - Industry Happenings
Feed Strategy - July 2019 - Consumers invested in animal welfare, but knowledge is limited
Feed Strategy - July 2019 - 5
Feed Strategy - July 2019 - 6
Feed Strategy - July 2019 - 7
Feed Strategy - July 2019 - Piglet welfare is compromised by feed regulations
Feed Strategy - July 2019 - 9
Feed Strategy - July 2019 - 10
Feed Strategy - July 2019 - 11
Feed Strategy - July 2019 - 12
Feed Strategy - July 2019 - 13
Feed Strategy - July 2019 - 14
Feed Strategy - July 2019 - 15
Feed Strategy - July 2019 - 16
Feed Strategy - July 2019 - 17
Feed Strategy - July 2019 - 18
Feed Strategy - July 2019 - Nutritional strategies for piglet diets without zinc oxide
Feed Strategy - July 2019 - 20
Feed Strategy - July 2019 - 21
Feed Strategy - July 2019 - Marketing nutrition through your own local offices
Feed Strategy - July 2019 - 23
Feed Strategy - July 2019 - Retiring AFIA CEO Joel Newman’s advice for feed industry
Feed Strategy - July 2019 - 25
Feed Strategy - July 2019 - 26
Feed Strategy - July 2019 - 27
Feed Strategy - July 2019 - Nutritional factors that influence milk quality, composition
Feed Strategy - July 2019 - 29
Feed Strategy - July 2019 - 30
Feed Strategy - July 2019 - 31
Feed Strategy - July 2019 - Modern dairy cows deserve modern vitamin nutrition
Feed Strategy - July 2019 - 33
Feed Strategy - July 2019 - 34
Feed Strategy - July 2019 - 35
Feed Strategy - July 2019 - The effect of feed particle size on pig health
Feed Strategy - July 2019 - 37
Feed Strategy - July 2019 - 38
Feed Strategy - July 2019 - 39
Feed Strategy - July 2019 - 40
Feed Strategy - July 2019 - SPACE to focus on many issues facing agriculture
Feed Strategy - July 2019 - The latest in bulk feed transportation equipment
Feed Strategy - July 2019 - Products
Feed Strategy - July 2019 - Advertisers’ Index
Feed Strategy - July 2019 - Cover3
Feed Strategy - July 2019 - Cover4
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