A growing number of consumers are willing to pay premium prices for pork produced using humane management practices. If producers can answer questions regarding the way animals are being treated consumers will respond.

The questions that customers need to have answered are basic: Did diets exclude all hormones and non-therapeutic antibiotics? Were animals allowed to roam freely in pastures? Were animals treated humanely?

A strong retail market exists as demonstrated by the success of the Niman Ranch Company (external link). They emphasize quality products, humane treatment of animals, and sustainable production on family farms. Their system is based on low-input production and innovative marketing. Niman Ranch has been extremely successful and is currently experiencing growth rates of 25 to 40% annually, especially in the hog market. They insist on a strict production plan that ensures the hogs are never given antibiotics or any meat or meat by-products in their feed. Importantly they must be raised outdoors on pasture or in deeply bedded pens according to the Animal Welfare Institute’s protocol. They have a central packaging plant and distribution center and as a result truck routes are limited to a few major hubs. Producers who contract with Niman Ranch must use the central processing facility in Iowa and therefore must bring animals to transfer hubs. Producers have other market options though for holistically raised livestock.

At the national level many groups are beginning to gathering under the umbrella of sustainability and antibiotic resistance issues. The Sustainable Agriculture Coalition and the Midwest Sustainable Agriculture Working Group work on policy that can help provide incentives for organic certification and standards on humane livestock production. A variety of strategies are emerging from these national coalitions. These groups are working toward encouraging more incentives to sustainable operations which often are smaller farm operations. Historically the incentives from the USDA through funding mechanisms like the Farm Bill regularly only create incentives for the largest producers which are the industrial, confinement livestock operations. Increasing funding programs that reward producers for on farm stewardship is emerging from this national discussion.

In Ohio, there continues to be opportunity to teach producers about this new livestock production paradigm. Areas in the state where distribution routes intersect with distribution hubs like the Niman Ranch distribution system are natural areas to help promote holistic production methods. Areas where distribution and processing plant access is more difficult will require adding market training for farmers to help them identify local customers.

Challenging the production practices of confinement operations is difficult, but the benefits to society, the producer, the consumer and to the animals cannot be overstated.