Public perception has never played a bigger role in agriculture than it does today. With social media amplifying consumer concerns, pork producers and veterinarians find themselves under increasing scrutiny—often from people who have little understanding of modern pig farming. While it’s easy to dismiss these concerns as uninformed, doing so misses an important opportunity: the chance to bridge the gap between consumer expectations and industry realities in a way that benefits pigs, producers, and the public.
When Perception Becomes Reality
I saw this firsthand when I posted a short video about using rubber mats for lame sows. My goal was simple: highlight a welfare improvement—providing a softer, more comfortable surface for recovery. The video took off, reaching 39,000 views and drawing 56 comments. But instead of appreciation, many of the responses revealed deep misunderstandings about swine housing and care.
Some viewers questioned why all pigs aren’t given mats instead of cast iron flooring. Others assumed sows spend their entire lives in uncomfortable conditions, while a few accused farmers of being indifferent to animal welfare. More extreme comments went so far as to paint producers as cruel, profit-driven, and heartless.
At first, I was frustrated. But then I realized these comments weren’t just criticism—they were insights into what the public perceives as gaps in animal care. And in some cases, they weren’t entirely wrong.
Turning Public Scrutiny into Industry Solutions
The lameness discussion was a wake-up call. Lameness is one of the top three causes of sow mortality, and while the industry has long worked to address it, public concerns forced me to view it differently. Instead of brushing off the criticism, I leaned in. This led to a research collaboration between Pipestone, Michigan State, University of Nebraska, and North Carolina State University, funded by the National Pork Board, to study rubber flooring in a Proposition 12-compliant barn. Early results show promising benefits for both pig comfort and production outcomes.
This is just one example of how consumer concerns can fuel meaningful change. Another area frequently criticized online is pain management during castration and tail docking. While industry professionals understand the challenges—lack of approved pain control products, labor constraints, and piglet care logistics—the public sees only the absence of pain relief. And they have a point. If we truly believe in improving animal welfare, we must find solutions that are both practical and effective.
The Importance of Proactive Solutions
History has shown what happens when we don’t take the lead on animal welfare. Proposition 12 in California is a prime example. Because the pork industry didn’t put forward a workable solution for sow housing, regulations were created without our input—yet we are now required to comply. This pattern will continue unless we step up and drive change ourselves.
Key welfare issues such as farrowing and lactating sow housing, pain control at castration, environmental enrichment, and antibiotic use all matter to consumers. Instead of dismissing public concerns, we should harness them—channeling their energy into research, innovation, and improved practices that strengthen both pig welfare and industry reputation.
Where Do We Go from Here?
The swine industry must embrace a two-pronged approach: educating the public while improving our practices. This means:
- Reframing the Conversation with Producers – Public concerns aren’t attacks; they’re opportunities to showcase our commitment to welfare. If these issues matter to consumers, they must matter to us.
- Tracking and Measuring Welfare Metrics – Just as we monitor production efficiency and financials, we need better data on welfare. Tracking lameness treatment success, pain management interventions, and farrowing complications will help refine best practices.
- Developing and Implementing Practical Welfare Solutions – Veterinarians, researchers, and producers must work together to create viable alternatives, from rubber flooring and pain relief protocols to enhanced housing systems.
- Engaging in Policy Before It’s Written for Us – The best way to avoid another Proposition 12 scenario is to be proactive. By leading with science-backed solutions, we can influence policies that are both practical and beneficial.
Moving Forward: A Call to Action
The National Pork Board has already identified key welfare concerns that shape consumer trust. Now, it’s up to veterinarians, academics, and industry leaders to develop solutions, publish findings, and implement changes across farms. This requires a shift in mindset—not viewing public concerns as threats, but as opportunities to showcase the high standards of care that define our industry.
When we talk to producers, clients, and even the public, we need to frame these discussions differently. Instead of getting defensive, we should acknowledge that these issues matter—and that by addressing them, we protect the future of pork production.
At the end of the day, the equation is simple: Good welfare is good business. If we don’t take charge of the conversation, someone else will.
