Farmers fight for reputation

Why “sick animals” are actually perfectly healthy

Reality and appearance: animals that consumers think are sick are actually perfectly healthy. One of the image problems that plague farmers.

(Bild: LK NÖ/Birgit Plank)

Images from the barn that do not come from advertising often convey a deceptive picture. This is also confirmed by a study. While the farmer sees healthy and relaxed animals, the consumer perceives sick livestock. Why farmers are fighting for their image, why their livelihoods are under serious threat and why animal welfare and environmental protection are contradictory.

There are around 16,000 livestock farms in Lower Austria. In the battle for high consumer confidence, 6570 of these - around 41 percent - are also members of the AMA seal of approval, for which a farmer is inspected every 30 minutes throughout Austria.