Perspectives of western Canadian dairy farmers on the future of farming.

Similar to the situation in many countries, the dairy industry in Canada is challenged by the need to adapt to changing societal demands. An industry-led initiative (Dairy Farmers of Canada's proAction Initative, known as proAction) was developed to respond to this challenge, providing mandatory national standards for on-farm practices. Farmers are more likely to follow such standards if they are aligned with their values and beliefs. The aim of this study was to better understand farmers' perspectives on the future of the Canadian dairy industry, with a focus on the role of mandatory policies such as those related to proAction. Seven focus groups were conducted, with discussions based on the principles of appreciative inquiry. Participants were each asked to write down key words that represent the "must-haves" on dairy farms in 20 yr from now. Although participants were encouraged to focus on aspects directly related to animal care, all answers were accepted. Key words were then used to facilitate a discussion and elicit ideas on how to achieve these must-haves. Particular focus was on the direction that participants believed policy should take to meet these goals. Explorative qualitative analysis was used for the written key words, and transcripts of the audio-recorded focus group discussions were analyzed using thematic analysis. Examples of farm-specific considerations that were raised as future must-haves of animal care on dairy farms included cow comfort, employee management, responsible health management, and use of advanced thechnologies. Participants agreed that objectives can only be achieved through collaboration among farmers and between farmers and researchers, and they regarded citizen education as a promising approach to align differing expectations of the public and farmers. Citizen trust in the dairy industry was considered a must-have, and participants believed that one of the benefits of mandatory policies for animal care is their potential to increase trust. These results may help guide the development of new animal care policies and increase understanding of the perceived legitimacy of new policies by dairy farmers. The Authors. Published by Elsevier Inc. and Fass Inc. on behalf of the American Dairy Science Association®. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).