‘Smart farming’ in Ireland: A risk perception study with key governance actors

peer-reviewedAs research and innovation around Smart Farming further advances, there is a need to consider the impact of these technologies including the socio-economic, behavioural and cultural issues that may arise from their adoption. The current study explores the perceived risks and benefits arising from the development of Smart Farming in Ireland and in particular focuses on the different interpretations ascribed to risk issues by different actors. Semi-structured interviews were carried out with 21 actors who through their professional positions have some level of responsibility for the growth of Smart Farming in Ireland. Although the participants in the current study were largely in agreement about the benefits presented by Smart Farming for Irish agriculture and society, they held different interpretations and opinions when discussing identified risks. The main concerns related to consumer rejection of technologies, inequitable distribution of risks and benefits within the farming community, adverse socio-economic impacts of increased farmer-technology interactions, and ethical threats presented by the collection and sharing of farmers’ data. The current study reinforces how ambiguity can surround the discussion of risks as individuals form perceptions based on divergent value judgements. The findings reinforce the call for discourse-based management of risks and the embedding of frameworks such as Responsible Research and Innovation within Smart Farming

Ethical, moral and social dimensions in farm production practices: a segmentation study to assess Irish consumers’ perceptions of meat quality

peer-reviewedGrowing consumer concerns with modern farming and food production systems indicate a significant market opportunity for meat production practices that consider ethical, moral and social value traits. In the current study, we aimed to identify and characterise distinct segments of Irish consumers based on their perceptions of the quality of meat from different farm-level production practices (organic farming, high animal welfare standards, free range farming, and “natural”, treatment-free feeding regimes). An online survey was carried out with 251 Irish meat consumers. Using cluster analysis, we identified three distinct segments: “Target consumers”, “Purist consumers” and “Disinterested consumers”. Chi-square analyses revealed differences between the segments based on gender, age and meat-purchasing motivations. The results provide insight into the opportunities that exist for exploring new viable market segments as well as for engaging Irish consumers and empowering them with information around the ethical, social and moral aspects of farm-level practices related to meat production

Making sense of altmetrics: The perceived threats and opportunities for academic identity

peer-reviewedHow research impact is defined and evaluated is much-debated at research policy level. Offering one avenue for capturing societal research impact, altmetrics are proposed as quantitative indicators providing a measure of the reach and attention that a research output, such as a peer-reviewed paper, is receiving online. Eighty publicly-funded food researchers participated in an online mixed-methods engagement study. The analytical framework of sensemaking was used to explore participants’ views of altmetrics as a threat or opportunity for their perceived professional identities. The identities important to our participants included ensuring rigour and quality in knowledge production; communicating and engaging with non-academic audiences; and bringing about tangible and meaningful changes in society. While an appetite for changes to research evaluation was apparent in our study, altmetrics was perceived to introduce a number of different threats as well as opportunities to the academic identity, which will influence its potential uptake and use.This study was funded through the CommBeBiz Project which has received funding from the European Union’s Horizon 2020 research and innovation programme, Project No: 652707 under call H2020-ISIB-2014-1

Social media and academic identity in food research

peer-reviewedPurpose With increasing emphasis on public engagement and scientific communication and dissemination, scientists are increasingly required to redefine their academic identity. Theoretical frameworks of academic identity and social media functionality were used to explore food researchers' attitudes towards social media. Design/methodology/approach An online study was carried out with 80 scientists working in publicly funded food research. Findings Commitment to scientific rigour, disseminating science to society, and being part of an academic community were important facets of academic identity and shaped participants' perceptions of social media functions. Functions offered by social media were most favourably viewed by the food research community for academic peer engagement and academic community building. Social implications Cultural and organisational changes are needed to mobilise food researchers to view public engagement as an important facet of academic identity. Originality/value The current study adds to the theoretical literature on academic identity and social media functionality by providing empirical evidence outlining how scientists working in publicly funded food research feel about engaging with social media within their professional role

Exploring the relationship between mastitis risk perceptions and farmers’ readiness to engage in milk recording

peer-reviewedThe need to move towards Selective Dry Cow Therapy (SDCT) has become increasingly pertinent as a means to reduce the use of antibiotics in the dairy sector. With the EU 2022 ban on prophylactic antibiotics at drying off, practices on some farms will need to drastically change. In Ireland, one particular challenge to the sector-wide transition to SDCT is the lack of widespread uptake of milk recording across dairy farms, a decision support tool which can support mastitis control and help identify cows to select for SDCT. The current study examined readiness to engage in milk recording amongst Irish dairy farmers, and specifically investigated the role of mastitis risk perceptions in shaping farmers’ readiness. The study explores the multifaceted nature of risk perception as a construct shaping farmers’ attitudes. An online survey was carried out with 197 Irish dairy farmers exploring their attitudes towards mastitis and milk recording. A cluster analysis classified farmers according to their mastitis risk perceptions, with 3 segments identified with differing risk perception profiles. Elevated mastitis risk perceptions were linked to an increased readiness to milk record. However, this relationship was not universal across all farmers. One segment of farmers in the current study maintain low mastitis risk perceptions and remain unmotivated to engage in milk recording. The study concludes that targeted risk communication strategies related to mastitis and milk recording are needed to encourage the move towards SDCT and reduced AMR. Results suggest that the types of risk communication strategies – message framing and two-way risk communication – should reflect farmers’ types of mastitis risk perceptions to have the most effective impact on milk recording uptake

Engaging with selective dry cow therapy: understanding the barriers and facilitators perceived by Irish farmers

peer-reviewedBackground Selective dry cow therapy (SDCT) is widely promoted in dairy farming as a method to reduce antimicrobial usage. New legislation introduced by the European Union will restrict and regulate the prophylactic and metaphylactic use of antibiotics from January 2022. Blanket dry cow therapy continues to be a practice engaged in by many farmers in Ireland and for many of these farmers, moving towards SDCT would require a significant infrastructural, behavioural and/or cultural change on their farm. Existing research has reported the important need to understand farmers’ motivations to initiate any substantial behaviour change. However, it is currently unknown what farmers know, think and believe about SDCT in Ireland. The aim of this study was to use qualitative methods to explore what barriers and facilitators farmers perceived to exist with SDCT and explore if they had chosen to implement SDCT after voluntarily participating in a funded dry cow consult with a trained veterinarian, with the objective of maximising the dry period udder health performance and moving safely to SDCT. Results In this study, 19 farmers were contacted, and telephone interviews were conducted regarding farmers’ beliefs about the consequences of SDCT. Audio recordings were professionally transcribed verbatim and analysed qualitatively using an inductive thematic analysis. The analysis identified 6 barriers and 6 facilitators to implementing SDCT. A significant fear of increasing mastitis incidence was evident that caused reluctance towards SDCT and reliance on antibiotics. Mixed perceptions on SDCT, infrastructure limitations, a perceived lack of preventive advice as well as peer influence were presented as barriers to SDCT. Farmers can build confidence when a graded approach to SDCT is implemented, which could help overcome the fear of SDCT and reliance on antibiotics. Regulatory pressure, high standards of farm hygiene and use of targeted veterinary consults were found to facilitate SDCT. Education was suggested to motivate farmers in the future uptake of SDCT. Despite cited negative influences, peer influence can be utilised to encourage the farming community. Conclusions This study prioritises areas to facilitate the major behaviour change required as a dairy industry in order to move from blanket dry cow therapy to SDCT