Whole farm assurance programmes as a means to achieving best practice dairy farming: A case study of the Synlait Milk Ltd Lead With Pride Programme

Best management practice (BMP) is seen as a way of facilitating a synergy between productive and sustainable farming systems within the dairy industry. Driving the adoption of programmes that implement BMPs may help to address a number of issues surrounding the dairy industry and the change associated perceptions these issues create. Understanding the adoption behaviours of farmers could help increase the uptake of programmes. Synlait Milk Ltd Lead With PrideTM (LWP) programme seeks to demonstrate industry leadership on food safety and sustainability by recognizing and financially rewarding suppliers who achieve dairy farming best practice. The ISO/IEC 17065 accredited whole farm assurance scheme follows a four-pillar approach focusing on environment, animal health and welfare, milk quality and social responsibility, with each certified supplier independently audited. A qualitative study was conducted to understand the adoption drivers and motivations amongst farmer suppliers and to determine the financial value returned to farmers. Thirteen semi structured interviews were conducted with both certified and non-certified suppliers to understand their perceptions and motivations, which were analysed utilising the theory of planned behaviour framework. Three case study farms provided financial data to conduct an analysis of the potential profitability of programme participation to understand if implementation of BMP programmes may lead to financial benefits. The research identified perceived relative advantage, compatibility and complexity as the dominant factors influencing suppliers’ behaviour regarding adoption. Key factors influencing adoption (both positively and negatively) were the premium on offer for the milk supplied, the exposure to new social responsibility requirements and the importance of the support of extension services through the certification process. In addition, the fact that farmers participated in the programme’s development was also seen as an important influence on adoption. The findings also revealed that an extension can be made to the model presented by Reimer, Weinkauf, and Prokopy (2012), highlighting the consideration that suppliers gave to the future implications of adoption. Findings from the research concluded that adoption of BMP through LWP could allow for enhanced profitability for the average Synlait supply farm, predominately attributable to changes within animal health and welfare practices. However, the extent to which a farm may financially benefit from adoption of the programme will vary, as this depends upon the practices that were in place prior to adoption. Findings from the research provide evidence that adoption of BMP within intensive farming operations can drive profitability and ensure sustainability within New Zealand’s dairy industry.