For several nights last month Campbell exhaustively milked a story on the evils of feedlot finishing cattle, prompted by drone film footage of the Five Star Beef facility near Ashburton, conveniently provided by the anti-animal farming group SAFE.
At about the same time Fish and Game published photographs of cattle on winter crops, questioning the appropriateness of animals standing in mud.
Earlier in the month Forest and Bird attacked regional councils for the way they manage dairy farm consents.
Individual councils were accused of not doing follow-up inspections after discovering non-compliance, of not prosecuting and of not knowing the number of dairy farms in their region, claims all subsequently shown to be wrong (Farmers Weekly, August 20, p21).
Not to be outdone, SAFE last week released photographs taken in Southland of cows giving birth in barren paddocks of deep mud.
Dismiss these claims if you wish but the primary sector cannot ignore the underlying message that it faces more intense scrutiny than ever before.
As we have seen with the illegal placement of video cameras on dairy farms, groups wanting to question our methods and practices are prepared to use innovative ways to get footage.
A comment on social media that these accusations are consumer feedback carries some truth though it is doubtful many SAFE supporters eat dairy or meat.
Some of the claims might be blatantly wrong and others can be challenged but our consumers and customers are hearing the unfiltered version and will ask questions.
It is inevitable that one day animal welfare and environmental concerns will force farmers to further change practices.
Being practical and cost-effective will no longer an acceptable defence.
Rather than waiting to be told, the sector needs to front foot these challenges with solutions that show it is listening to customers’ concerns.
Neal Wallace
