How to improve the communication of AW issues to/among organic farmers and consumers?
It was emphasized that the measurement and improvement of AW are closely linked. As mentioned in Item 3, one of the major goals of AW assessment should be an increased farmer awareness of existing/potential problems. The recognition of problems alone will, in many instances, lead to improvement. How to communicate AW to other groups, including consumers, decision-makers and advisors, was considered. It was suggested that, while the farmers need tools, the consumers need more general information, and the message should be as simple as possible. However, the information should be precise and transparent. It was considered important that the consumers are kept aware of the ongoing welfare discussions, and that they are aware of the need to pay for improved AW. Summary and conclusions To make the link between organic livestock production and good AW more real/sustainable, the following were suggested: • Policy makers (i.e. certifying bodies) need to listen to ethologists/other AW experts w
