Cotton manufacture and the ring frame

Abstract

In this chapter the aim is to discuss the relevance of public perceptions of animal welfare in the sheep industry for the sustainability of the industry in terms of licence to farm, best management practices on-farm and the public consumption of produce obtained from sheep. With the given threats to the social licence, there is a need to understand the community expectations, if sheep industries are to be sustained both with regard to farming practices and access to markets. Public opinions change over time. Livestock animal welfare issues, thought to be particularly salient at one point in time can be superseded by another animal welfare issue at another point in time. Following the review of public attitudes to consumption of sheep products including meat and fibre, the relationships between these attitudes and public expressions of opposition of the sheep industry and industry responses, it is concluded that knowledge of public perceptions towards the sheep industry and livestock animal welfare in general can be used to inform the industry of the possible changes in practice throughout the supply chain and provide a basis for educating the public where this is desirable.