The significance of animal wellness in the context of food production is paramount, as it directly influences the quality and safety of the food we consume. Animals raised for food play a crucial role in meeting global nutritional demands, and their well-being is intricately linked to the overall health of the food supply chain. Ethical and humane treatment of animals not only aligns with societal values but also contributes to the production of healthier and safer meat, dairy, and other animal-derived products. Monitoring and ensuring the wellness of farm animals encompass various factors, such as proper nutrition, comfortable living conditions, and veterinary care, all of which collectively impact the quality of the final food products on our tables. Recognizing and prioritizing the welfare of animals in the food industry is not only an ethical imperative but also a key element in promoting sustainable and responsible agricultural practices.

NSF, the leading global public health organisation, announced today its compelling research findings on UK consumers’ attitudes towards animal wellness and its impact on their purchasing decisions.

The recent study conducted by NSF confirms that British consumers are highly conscious of animal wellness in food production, with a significant majority placing importance on companies demonstrating transparency and compliance in animal wellness throughout their global supply chains. While data from the UK government shows the demand for meat is at an all-time low, British consumer’s demand for ethical consumerism is growing.

“Animal wellness should not be a marginal concern for brands anymore; it’s a defining feature of ethical consumerism that is increasingly impacting purchasing decisions,” said Dr. Elaine Vanier, a veterinarian and the animal wellness program lead for NSF. “Animal wellness is about doing the right thing for the animal and refers to the quality of life experienced by animals in the food supply chain. Including physical and psychological health, living conditions, and how animals are handled and treated. It substantially impacts sustainability, product food safety, and the responsible use of antibiotics and medication. Our research reiterates the weight consumers place on this matter. We are increasingly called upon to support brands committed to putting these values into practice across their entire protein supply chain.”

Key findings from the study include:

• 68% of UK consumers say animal wellness is either very or extremely important to purchasing decisions.
• 72% of UK consumer said it was very important or extremely important that companies demonstrate consistency and compliance with animal wellness throughout their supply chain.
• 73% declared they are more likely to purchase a product that has been certified for animal wellness by a third party, especially those between the 30-44 age group, who were 87% more likely.
• Only 13% said they would be unwilling to pay a higher price for products certified for animal wellness.
• 84% expect animal products sold by international brands to comply with animal wellness standards, which rises to over 90% for Brits aged 30-44.
• Only 3 in 10 said they were very or extremely informed of UK animal wellness standards.

The revelation that animal welfare labels are often misinterpreted underscores a critical need for consumer education. “Our findings highlight a disconnect between consumer perceptions and the real standards behind labels,” Dr. Vanier comments. “Clear, certified labelling is vital to bridge this gap, granting consumers the assurance they seek when making ethical food choices.”

For food manufacturing and agricultural companies, NSF’s research indicates that investing in animal wellness is not merely a moral obligation or marketing trend. It is a strategic imperative that resonates with countless consumers, signalling the arrival of a critical juncture for the industry to align with progressive ethical practices.

“It’s clear that a significant majority of British consumers understand that animal wellness comes at a price, with only 13% reluctant to pay more for animal wellness-certified products. This speaks volumes about the UK’s consumer conscience and their readiness to invest in ethical and sustainable choices,” said Dale Newitt, Director of Supply Chain Food Safety, NSF. “British consumers are sending a powerful message across borders: 84% expect international brands to not just meet but uphold animal wellness standards. This is a clarion call for global players to align with UK standards of animal care or risk losing relevance in this key market.”

NSF encourages retailers, producers, and food brands to embrace independent animal wellness certifications such as NSF GAWS as a robust framework for delivering on the promise of animal wellness. This commitment benefits all parties involved, offering long-term advantages such as reduced antibiotic use, improved feed efficiency, higher yields, and better product grading.

With the growing consumer demand for ethical food production, NSF stands prepared to guide and support the industry with expertise and solutions to advance global animal wellness.

A farming sustainability bonus programme can have a significant impact on improving animal welfare, biodiversity, and climate actions in agriculture. Such a program provides financial incentives to farmers who adopt sustainable farming practices that prioritize these goals.  Overall, a farming sustainability bonus program can provide a win-win solution for farmers, consumers, and the environment by incentivizing sustainable farming practices that improve animal welfare, biodiversity, and climate actions.

Valio aim to be an innovative dairy and food company. Valio’s mission is to create wellbeing and taste sensations in a responsible way. We make tasty products from milk and many other ingredients; we bring delightful tastes, variety and joy to the food table. We also carry out important roles in society: ensuring food security, enhancing public health and improving animal welfare are some examples of our impacts. In line with our mission, we are making life better.

Valio’s sustainability bonus programme for dairy farms was updated on 1 May 2023. Previously, farms that have taken actions to improve animal welfare have received additional pay for the milk they supply. Going forward, farms can receive an additional cent per milk litre for farming practices supporting biodiversity, for grazing their cattle and providing access to outdoor activity, and for efforts aiming to reduce the farm’s carbon footprint. With the update, Valio will pay its dairy farmer owners, through cooperatives, nearly 50 million euros annually for sustainability actions.

Previously, the sustainability bonus was two cents per milk litre; now farms can earn an additional cent by combining various actions. For example, the average sized farm of 45 cows currently receives a sustainability bonus of 8,000 euros. With the programme update, it’s possible to increase the bonus to 12,000 euros. About 80% of the milk produced in Finland is within the sphere of Valio’s sustainability bonus programme.

“Since 2021, all Valio farms have been within the sphere of the sustainability bonus programme by committing to the actions required to improve animal welfare. Now it is time to raise the bar to also boost climate actions, biodiversity and the grazing of cows. The new actions included in the sustainability bonus programme are voluntary for the farms, and each farm can choose the programme actions that are the right fit for their farm to reduce the climate impacts of milk production and to increase biodiversity. Animal welfare continues to be an important theme, and now we will focus particularly on increasing the grazing of cows and their year-round access to outdoor activity,” says Ilkka Pohjamo, Senior Vice President, Primary Production at Valio.

Starting 1.5.2023, dairy farms can receive an additional cent per milk litre they produce by, e.g., ensuring  grazing and year-round outdoor access, by planting biodiversity zones that benefit pollinators, by practicing carbon farming methods, by cultivating multi-species grasses and by using the Carbo® Farm calculator to report the carbon footprint of the milk they produce.

“Some 1,900 farms are already using the Valio Carbo® carbon footprint calculator and about 1,000 farms, i.e. 25 per cent of all Valio dairy farms, have taken part in carbon farming training. Carbon farming methods are already being used on nearly 85,000 hectares,” says Ilkka Pohjamo.

No food production without biodiversity

Milk production impacts biodiversity in both negative and positive ways. For example, clearing fields in areas of high natural value and cultivating peatlands reduce biodiversity. Grazing cows, on the other hand, enhances biodiversity because cattle manure attracts insects, which in turn attract birds. The positive biodiversity impacts of grasslands for grazing can be enhanced by maximising the rotation period of grasses and by using multi-species grasses. Grazing can be used to control invasive alien species that adversely impact the diversity of native species.

For example, nearly a quarter of all the species classified as threatened in Finland live in highly endangered traditional biotopes. Therefore, the preservation of traditional biotopes through grazing is particularly important. Regenerative farming methods and perennial, multi-species grassland cultivation also enhance biodiversity, improve soil condition and increase carbon sequestration, thus benefiting both the environment and the farmer.

“Valio has developed a multi-species grass seed mixture that improves carbon sequestration and biodiversity, as well as a seed mixture that attracts pollinators and can be used to grow biodiversity strips along the borders of fields, for instance,” says Ilkka Pohjamo.

The heifers on the Pietinmäki farm in Mynämäki have been grazing for 50 years in a traditional biotope area along the coast of Mynälahti bay. The area contains traditional biotopes of various ages, the oldest and most valuable of which is an open seashore meadow. The Pietinmäki farm’s Katja and Henri Hartikainen know that without biodiversity, farming would also cease. By diversifying cultivation and crops, they are more likely to have good yields even in exceptional years.

“It was easy to choose the right actions for our farm from the new voluntary sustainability bonus actions. It’s nice that we’ll be paid for the sustainability actions in the milk price,” they say.

“Last year we planted a landscape field from which people passing by could pick flowers. There were plenty of varieties of winged insects seen in the field. The grass is a mixture of 6-7 species, with peas, broad beans, maize and sorghum,” the Hartikainens note.

Valio is owned by ca. 3,700 Finnish dairy farms through cooperatives, and Valio pays all its operating profit to the owners through the cooperatives.

Dairy farm entrepreneurs can choose from the following actions to collect an additional cent per milk litre:

Animal grazing and access to outdoor activity

• Grazing, outdoor exercise, outdoor access in winter for different groups of animals

Measures to support biodiversity

Biodiversity area

• Cultivation of crops that benefit agrobiodiversity, in particular those suitable for pollinators

Environmental agreements

• The entrepreneur manages a contract area (e.g. traditional biotope, natural pasture, field border of high natural value in terms of biodiversity or landscape importance) in accordance with an environmental contract, or a traditional biotope management contract under the Helmi Habitats Programme.

Reducing the carbon footprint

• Using and updating Valio Carbo® Farm calculator reporting
• Completing carbon farming training
• Using carbon farming practices in the farm’s production of feed