The Supply Chain’s Role in Improving Animal Welfare
School of Agriculture, Food and Rural Development, and Centre for Rural Economy, Newcastle University, Newcastle upon Tyne, NE1 7RU, UK
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Received: 2 May 2013 / Revised: 10 June 2013 / Accepted: 14 June 2013 / Published: 14 August 2013
The ability of supply chains to deliver high(er) levels and standards of animal welfare is subject to two critical conditions: (a) the innovative and adaptive capacity of actors in the chain to respond to society’s demands; (b) consumers actually buying animal-friendly products. Unless citizens are willing to support suppliers who comply with high(er) standards, their votes for better animal welfare risk exporting poor animal welfare to other countries with less rigorous standards. The logic of market failure in the case of animal welfare points to the superiority of consumer subsidies over producer subsidies to deliver improved animal welfare.