Abstract
Veterinarians and animal scientists can provide leadership on issues relevant to farm animal welfare, but perceptions of these stakeholders regarding societal expectations for welfare are underexplored. This study involved five focus groups of veterinarians and animal scientists (n = 50 in total), recruited at a European meeting focused on cattle welfare. Participants were invited to discuss topics related to cattle welfare and were prompted with questions to elicit their perspectives of public concerns and how the participants felt public input should be included when developing solutions. Discussions were moderated by trained facilitators, audio-recorded and transcribed, and transcripts analysed using reflexive thematic analysis. Ultimately, four primary themes were developed: (1) The public as concerned; (2) The public as ignorant; (3) The public as needing education; and (4) The public as helper or hindrance. Groups identified specific farming practices viewed as concerning to the public, including lack of pasture access, behavioural restriction, and painful procedures. Discussions about these concerns and the role of the public were often framed around the assumption that the public was ignorant about farming, and that this ignorance needed to be rectified through education. Participants were generally ambivalent in their beliefs regarding public contributions to solutions for farm animal welfare but suggested that consumers should pay more for products to help shoulder any costs of welfare improvements.