Animal welfare has emerged as one of the most pressing challenges facing the pork industry today—not just at the farm level, but across the entire value chain. This was the resounding message from veterinarians who spoke at the South African Pork Producers’ Organisation’s PigX2 Conference, held in Pretoria from 31 July to 1 August 2025. Experts cautioned that the industry risks losing consumer trust—and ultimately, its market—if it fails to address the growing concern about the treatment of pigs.
Dr Susan Rodakis, technical manager at Zoetis, noted that while public concern over animal welfare is on the rise, consumer understanding of the issues remains uneven. “Research shows that consumers know pigs are sentient and can experience pain. They don’t want to buy products that promote suffering,” she said. This has led to what psychologists refer to as the “meat paradox”—a state of cognitive dissonance where consumers enjoy meat as part of a healthy diet, yet feel deeply conflicted about the suffering involved in its production.
“It’s vital for the pork industry to address welfare concerns, because it can either drive consumers to buy pork, or another protein source that aligns with their welfare concerns,” Rodakis explained. In today’s competitive market, this alignment is critical.
Dr Matthys Uys, a veterinarian at Woolworths, expanded on the mental calculations consumers make during their grocery store visits. “What’s going through a consumer’s mind at the supermarket? They are thinking about their family, their well-being, and what can be served up that is delicious and nutritious. But they may also be thinking about antibiotics used in meat, protests they’ve seen about animal welfare, or something they’ve seen on social media about how pork is produced,” he said. Price, of course, remains a factor—but not the only one. “What happens on-farm matters at the dinner table. Ignoring that is a threat to the industry.”
Also Read: Digitalise or Fall Behind – How South African Agriculture Can Beat US Tariffs
Rodakis added that while consumers might not be willing to pay a premium for better welfare, they still expect it to be a standard feature. “Studies show consumers don’t want pigs to experience pain from procedures like castration, but they won’t pay extra for pain relief. This puts the onus on the industry to find cost-effective solutions that meet public expectations.”
According to Rodakis, farmers hold the greatest responsibility for ensuring welfare because they control the daily lives of animals in confined systems. “They hold all the power. Their decisions directly impact animal well-being. Studies show that staff often feel guilty because they know animals could be suffering in the production process, but they feel powerless to do anything about it. Farmers must empower staff to act and make improvements.”
Both Rodakis and Uys emphasized the importance of consumer education—done correctly. “Research shows that consumers’ sources of information differ in terms of where they get it and who they trust. A lot of information is obtained from the Internet and TV, but the information they trust comes from universities and NGOs,” said Rodakis. “If we want to share our point of view, it’s critical that we look at where we are doing it and how we are engaging in those spaces.”
Uys concluded with a call for unity across the pork value chain. “It’s not up to one link in the chain to fix things. If we want pork to stay at the centre of the table, we all need to work towards a product that meets consumer expectations and is viable for farmers to produce.”
The message is clear: prioritizing animal welfare is no longer optional—it’s a business imperative.