J. Jansen

Debunking the myth of the hard-to-reach farmer: Effective communication on udder health

Worldwide, programs to control mastitis are implemented using different strategies to reach farmers. Even though education materials and best practices may be technically optimal, they need to be used to be successful. Thus, effective communication with farmers is essential in order to change their behavior and to improve their farm management. During a Dutch national mastitis control program, a substantial number of farmers seemed to be hard to reach with information on udder health. Consequently, this study was designed to provide insight into the attitude and motivation of such farmers. In the period of October 2007 to July 2008, 24 in-depth, semistructured interviews were conducted with farmers whose veterinarians considered to be difficult to approach with advice on udder health management (8 practices, 3 farmers from each practice). The interviews included questions about the farms and the farmers, their attitude and behavior regarding mastitis, and their information sources and social environment. The results show that so-called hard-to-reach farmers were not always badly informed about udder health and did not always experience problems with mastitis. These ostensibly unreachable farmers were not a homogeneous group, but rather could be divided into 4 categories based on their trust in external information sources regarding mastitis and their orientation toward the outside world: proactivists, do-it-yourselfers, wait-and-see-ers, and reclusive traditionalists. There are ample opportunities to reach hard-to-reach farmers, provided that the communication strategies are tailored to their specific needs. There is especially much to gain in communication with do-it-yourselfers and wait-and-see-ers, but this demands a more proactive role on the part of veterinarians and extension specialists. Different types of farmers need to be approached in different ways and through different channels with information on udder health. Consequently, this study can contribute to the optimization of future programs designed to control and prevent diseases.

Building knowledge systems for sustainable agriculture: supporting private advisors to adequately address sustainable farm management in regular service contacts

Advisory service provisioning on sustainability issues such as environmental care and food safety is considered suboptimal in privatized extension systems, which comprise a diverse set of private advisors. Apart from funding dedicated ‘public good’ projects, government also relies on these advisors to address sustainability issues in their regular service contacts with farmers. Policy measures have hence been proposed to stimulate farmer demand for such sustainable farm management (SFM) advice (pull measures) and to build capacity among advisors (push measures). This paper assesses two interventions, in nutrient management and mastitis prevention, that integrate pull measures (awareness building and economic incentives) and push measures (promoting facilitative advisory styles and optimizing knowledge system linkages) to stimulate advisory service provisioning on SFM. Results indicate that effectiveness appears to depend on an adequate mix of, and balance between, push and pull measures. Awareness building is a prerequisite to creating demand for such services and appears more important than economic incentives. However, awareness is not built by the interventions alone; indeed, a lack of awareness may not be the main problem: the broader institutional context may not be conducive to a proactive approach to addressing SFM if regulatory frameworks are unclear and inconsistent. The main conclusion is that, despite interventions having an impact, it is uncertain whether the demand for, and supply of, SFM advice will be sustained after interventions are withdrawn.

What veterinarians need to know about communication to optimise their role as advisors on udder health in dairy herds

Abstract The veterinary practitioner is one of the most important advisors for farmers in the field of udder health. He or she has the tools to improve udder health if farmers are motivated to do so. Many farmers think that udder health is important, but this does not always mean that management of mastitis is up to standard. Many veterinarians are of the opinion that they are unable to convince their clients of the possible profits to be gained from investing in management of mastitis. Something is required to bridge this gap. This article, based on data and experiences from The Netherlands, describes the communication issues that can be considered in order to improve the role of the veterinarian as advisor, to achieve better udder health. The outcome is beneficial for both farmers and veterinarians, the former for reasons of economics, welfare and ease of work; the latter because it creates extra, challenging work. It is concluded that the veterinary practitioner is in an ideal situation to advise and motivate farmers to improve udder health but, to do this, the means of communication need to take account of the different learning styles of farmers. The most important aspects of such communication are found to be a pro-active approach, personalisation of messages, providing a realistic frame of reference for the farmer, and use of the farmers social environment. Importantly, all persons and organisations in a farmers social environment should articulate the same message.

The Role of Communication in Improving Udder Health

Our findings provide insight into Dutch dairy farmers’ behavior and mindset toward mastitis management, and into the way these can be affected by communication strategies. They may differ from those of North American dairy farmers, but probably many findings are comparable. Elements of farmer mindset are important determining factors in mastitis control, including the perceived threat (ie, “Do I have a problem?”) and the perceived efficacy of mastitis management measures (ie, “Can I solve the problem easily?”). These issues need to be addressed in communication strategies. Veterinarians can be important intermediaries in communication about udder health, provided that they are aware of their role as proactive advisor and apply the accompanying communication skills. To be effective, a mastitis control program should do more than distributing technical information about best management practices to dairy farmers. Prevention of complex diseases such as mastitis requires customized communication strategies as well as an integrated approach between various stakeholders and different scientific disciplines. Because farmers are part of, and are influenced by a wide institutional context, such programs need to be supported by a combination of several policy measures to change farm management in the long run.

The effect of a national control program on mastitis occurrence in the Netherlands

A 5-year national mastitis control program was initiated in the Netherlands in 2005. Knowledge transfer and improvements of dairy farmers’ motivation towards udder health were used as means to decrease mastitis occurrence in Dutch dairy herds. The aim of this study was to determine the effect of the control program on (sub)clinical mastitis occurrence and on farmers’ mindset and behaviour in relation to clinical mastitis. Two identical surveys were conducted in the same herds at the beginning and end of the control program to quantify the change in mastitis occurrence and farmers’ mindset and behaviour. Prevalence of high composite somatic cell count (CSCC) and incidence rate of farmer-diagnosed clinical mastitis (IRCM) were compared between both surveys. The change in farmers’ mindset and behaviour towards udder health was associated with the change in IRCM in 104 dairy herds using factor analyses and linear regression models. There was no significant decrease in high CSCC prevalence between both surveys. However, IRCM decreased from 33.5 in 2004/2005 to 28.1 quarter cases per 100 cow-years at risk in 2009. The variation in the change in IRCM was mainly explained by the 2004/2005 IRCM (29%) and factors describing the change in farmers’ mindset (20%). These factors described a change in the perceived lack of control, a change in the perceived lack of influence on sources of mastitis, and a change in the worries about mastitis. This study indicated that udder health was improved in the Netherlands over the course of a mastitis control program. Changing dairy farmers’ mindset seemed effective in decreasing clinical mastitis occurrence in dairy herds.