Imagining the ideal dairy farm.

Practices in agriculture can have negative effects on the environment, rural communities, food safety, and animal welfare. Although disagreements are possible about specific issues and potential solutions, it is widely recognized that public input is needed in the development of socially sustainable agriculture systems. The aim of this study was to assess the views of people not affiliated with the dairy industry on what they perceived to be the ideal dairy farm and their associated reasons. Through an online survey, participants were invited to respond to the following open-ended question: "What do you consider to be an ideal dairy farm and why are these characteristics important to you?" Although participants referenced social, economic, and ecological aspects of dairy farming, animal welfare was the primary issue raised. Concern was expressed directly about the quality of life for the animals, and the indirect effect of animal welfare on milk quality. Thus participants appeared to hold an ethic for dairy farming that included concern for the animal, as well as economic, social, and environmental aspects of the dairy system.