Page 13 - The European Baking Ingredients Market Report 2022 - Volume 1

European Baking Ingredients Market Report 2022
Smart Farming 13
TECHNOLOGY

Milking robots seem to be quite machine, further criticising the Concerns, especially about animal
well known by consumers. Aspects lack of human-animal relationship. welfare seem to be a strong driver
that were considered positive Still, consumer perception for regarding public acceptance.
were how the technology is useful, milking robots overall was slightly From our study, it becomes clear
interesting and that it brings relief positive. that there is still a need for strong
to the farmer, as it saves time. communication between industry
Similarly, the fact that cows can Public knowledge can drive public and the public, as a significant
decide autonomously when they acceptance proportion of respondents knew little
want to be milked was positively In this study, we found that about smart farming technologies
received, as this provides self- consumers generally have a positive or mentioned issues that clearly
determination to the animals image of agriculture and especially differ from experts’ perceptions.
involved. Still, animal welfare was of smart farming technologies. Targeted communication can help
an issue here too. For instance, However, they seem to be more defuse possible concerns, further
participants criticised the fact that critical towards technologies strengthen consumer confidence
a cow is used for milk production relating to animals compared to and improve understanding of
only and therefore treated like a technologies related to plants. agriculture. n

About the author
Dr Jeanine Ammann studied food science at ETH Zurich in Switzerland
and worked in the food industry. After completing a PhD in consumer
behaviour and a few years of research and teaching in the university
environment, she joined Agroscope
where she currently investigates consumer behaviour along the food
value chain.

Dr Jeanine Ammann, researcher at Agroscope
E: jeanine.ammann@alumni.ethz.ch
W: www.jeanine-ammann.ch

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