“I Feel Sorry for Them”: Australian Meat Consumers’ Perceptions about Sheep and Beef Cattle Transportation

Abstract

Concern for livestock welfare is significantly increasing in many parts of the world. One area of concern is the transportation of livestock. Using qualitative research methods, this research explores the concerns of Australian meat consumers related to livestock transportation practices, both on land by truck and on sea by ship. Participants were predominantly concerned about animals being “crammed” into trucks and ships, and the long distances over which livestock were transported. Likely contributors to these reactions are the high visibility of truck transport in urban areas, and recent media and political attention to the live-export issue in Australia. We argue that participants’ concerns about transport are arising for a variety of reasons, including anthropomorphic tendencies, genuine concern for the welfare of farm animals, and emotional responses related to the discomfort experienced by meat consumers when they are reminded of the meat-animal connection. Given the importance of transport to the red-meat production industry, these results suggest that the sector may need to reconsider some of their practices and increase transparency and communication about the practices, which they utilise to ensure good animal welfare.

Keywords

• livestock
• transport
• live export
• trucks
• road transport
• consumer perception
• Australia