Changing human behaviour to improve animal welfare outcomes.

Context: Producers' behaviour, attitudes, and ethics towards animal welfare emerge from a complex interplay of factors. Applying insights from behavioural science can therefore enrich our understanding of the myriad factors influencing animal welfare and can provide recommendations for creating a positive shift in producers' behaviour. Aims: The current paper documents a partnership between an organic beef exporter, OBE Organic, and a behavioural science company, Evidn. The partnership aimed to improve beef producers' behaviours towards animal welfare by embedding behavioural science principles into producer feedback sheets that are completed post-slaughter by meat processors and beef exporters. Methods: A five-stage approach was applied. Stage one involved a behavioural science 'hackathon' between OBE Organic and Evidn to refine project scope. Stage two reviewed producer communications at OBE Organic through five semi-structured interviews. Stage three analysed the behavioural science literature and other interventions relevant to animal welfare. Stage four pilot-tested recommendations with 10 stakeholders, followed by the re-design of producer feedback sheets throughout Stage five. Key results: Qualitative results were collected from OBE Organic staff and producers to delineate the potential impacts of the re-designed feedback sheets on animal welfare. Results indicated that re-designed sheets reduced complexity, increased saliency of relevant information, and further motivated behaviour change by providing peer comparisons. Industry partners of OBE Organic responded positively to the company's commitment to improving animal welfare, further enhancing their social licence to operate. Conclusions: Behavioural science is a potentially useful tool for improving animal welfare by further enriching our understanding of the myriad factors influencing producers' behaviour and providing evidence-based recommendations to enhance producers' engagement with animal welfare information contained in producer feedback sheets. Implications: Future work should focus on directly linking the re-designed feedback sheets to improvements in animal welfare (i.e. bruising, meat colour). This could involve a large-scale randomised controlled trial (RCT) to test the impact of re-designed communications on animal welfare outcomes. A large qualitative engagement project could also help understand the system of factors influencing producer behaviour and develop a behaviour change program to further improve animal welfare. Ongoing work is also needed to ensure that engagement with feedback sheets is maintained in the long term. Producers' behaviour towards animal welfare emerges from a complex interplay of factors including personal attitudes, social norms, and the broader societal context. Applying a behavioural science lens can further enrich our understanding of these factors and develop strategies for how animal welfare can be improved. This project represents a potential step-change in agriculture by applying behavioural science to improve producer communications relating to animal welfare. [ABSTRACT FROM AUTHOR]