Animal protection activists are to be expected to continue to actively criticize modern farming practices. The undercover camera approach appears to have become the weapon of choice to draw emotional attention to a cause. What has been documented in other social movements; is to make the issue stick in the mind of the average citizen emotionally laden visual images must be followed up with an appealing rational and do-able goal.

Over time, images and media constructs may accumulate and build a hostility foundation in preparation for the next moral panic opportunity. Producers and the industry should put energy into controlling what we can influence, consensus, hostility and disproportionality.

As an industry and as a farmer concern about where your food comes from and that production animals have a decent life is a justified and righteous prerogative of the consumer. Many livestock industries have a prepared position that articulates our agreement with responsible farming which is already partially covered by the Code of Practice and visible with the implementation of on farm welfare audits.