Mw.ir. J. (Jolanda) Jansen: “Effective communication strategies to improve udder health”

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7 Sep 2010 16:00
Unit: Wageningen University
Location: Aula, building 362, Gen. Foulkesweg 1, Wageningen
Organisation: Wageningen University
Promotor: prof.dr.ir. C. Leeuwis (Communication and Innovation studies)
Co Promotor: Dr. R.J. Renes, Dr. T.J.G.M. Lam (Director UGCN Dutch Udder Health Centre and Manager Ruminant Research and Innovation of GD Animal Health Service Ltd., Deventer)

 Mastitis and farmer mindset
Mastitis (udder inflammation) is considered one of the main health issues in the dairy industry. Why some farmers, even though it would benefit their results, do not implement effective mastitis management practices is not always known. It is assumed that ‘farmer mindset’, including e.g. farmers’ attitudes and beliefs, influences farmers’ behavior and therefore their herds’ udder health status.
The results of this thesis show that farmer mindset is indeed a decisive factor in mastitis prevention. In particular, the perceived level of mastitis problems as well as the perceived efficacy of preventive measures, are important determinants that need to be addressed in communication strategies. Veterinarians can be important intermediaries in communication about udder health improvement, provided that they take up their role as pro-active advisor and that they apply the necessary communication skills. To be effective, a disease program should do more than distribute technical information about best management practices to dairy farmers. It requires customized communication strategies as well as an integrated approach between various stakeholders and different scientific disciplines. Such programs need to be supported by a combination of policy measures to change farm management in the long term, because for example milk price, milk quota, and financial incentives on milk quality norms, such as bonuses and penalties, have a strong influence on farmer mindset.

Title thesis:  "Mastitis and farmer mindset. Towards effective communication strategies to improve udder health management on Dutch dairy farms"
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