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Home AG-Tech What drives swine producers to buy into precision livestock farming
technology?
 * AG-Tech


WHAT DRIVES SWINE PRODUCERS TO BUY INTO PRECISION LIVESTOCK FARMING TECHNOLOGY?

By
Jim Eadie
-
August 14, 2024
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A combination of personal experience and external influences shapes producer
decisions.



Technology is in every aspect of our lives these days, including in the swine
barn, where it can do everything from monitoring a room’s temperature or how
full a feed bin is to counting pigs or evaluating their weight to determine when
hogs are ready for market. Most of this technology can be accessed on our
phones, and almost all of it provides information, including alerts, in
real-time. On a recent trip to the World Pork Expo, a leading industry event
where producers can explore the latest technological solutions, producers had an
array of options to consider. Some innovative technology on offer focuses on
monitoring and managing the pigs themselves, falling into a category often
described as precision livestock farming (PLF), which collects real-time
information from pigs to provide continuous information. In some cases, the
producer can use the information to make decisions; in other situations, the
technology may carry out management actions to address problems or achieve
targets related to production or health. How do producers decide what PLF
technology to bring to their farm when faced with many choices?

In asking swine producers how they feel about PLF, we learned that what drives
their interest in bringing technology to their farms is complicated. Some of it
is based on what experiences they’ve had personally. About a third of the swine
producers we surveyed had already adopted some PLF technology. Most said they
planned to bring more to their farms. A continued willingness to invest in PLF
suggests that it is doing something producers find valuable. But even without
experience, about half of producers without PLF said they plan to get some. This
indicates that external factors, like conversations with PLF-owning producers or
others in the swine industry, have some influence on PLF adoption.


CAPABILITY PREDICTS OWNERSHIP OF PLF

To understand how producers’ thoughts about PLF were reflected in their current
ownership of PLF or their intention to get PLF, we used their knowledge,
experience and confidence in using PLF to measure their capability. In this
context, capability refers to the producer’s understanding and comfort with
using PLF on their farm. We then looked at how this capability predicted
ownership of PLF or intention to get some. If producers felt they were
knowledgeable, experienced and confident about using PLF on their farm, then
they were more likely to own it and were more likely to get PLF in the future.


CONFLICTING FINDINGS BETWEEN CURRENT PLF OWNERSHIP AND PERCEIVED BENEFITS TO
PIGS

Producers with PLF on their farms did not feel that PLF improved their pigs’
performance, health and welfare. Before feeling too negative about this, it’s
important to remember that electronic sow feeders (ESFs) were the most common
type of PLF producers they said they owned. ESFs may have more to do with
complying with legislation or standards related to group housing of sows than
with producers’ preferences for what PLF technology they wanted to invest in
first. Most producers with some PLF on their farms still plan to invest in more,
and producers with ESFs plan to invest next in sensors, cameras, cough meters,
pig counters, pig flow systems and automated weigh scales.


PRODUCERS PLANNING TO BUY PLF SEE MORE POSITIVE BENEFITS

Producers who did not yet have PLF on their swine farms were more optimistic
about PLF benefits. They believed that technology could significantly enhance
their pigs’ performance, health, and welfare, which could fuel their motivation
to adopt PLF. These first-time PLF buyers expressed a strong interest in
sensor-based PLF, with sound and automated scale technologies topping their
list. Other technologies they were keen on included PLF for preventing piglet
crushing, temperature monitoring, and camera systems.


DO EXTERNAL INFLUENCES SHAPE FUTURE PLF DECISIONS?

Producers’ interest in bringing technology to their farms is based on something
other than their current ownership of or personal experience with PLF. About
half of the surveyed producers without PLF technology said they plan to invest
in some. This suggests that external influences play a role in convincing them
to take the plunge.


THE ROLE OF THE SWINE VET IN PLF ADOPTION

In a separate survey, we asked swine veterinarians about their clients’ use of
PLF on their farms to understand what external influences might affect
producers’ decisions to adopt PLF. Over half of the vets we asked reported that
swine producers they serve use PLF on their farms, and 75% of these vets said
they would recommend the use of PLF to their clients. This underscores the
significant and influential role of swine veterinarians in the adoption of PLF.
Even vets without such experiences recognize PLF’s potential and are willing to
suggest it to their clients.


OTHER EXTERNAL INFLUENCES?

Other external influences that could have a bearing on a producer’s decision to
invest in PLF include learning from the experiences of fellow producers or
receiving recommendations (or not) from consultants working for nutrition,
equipment or other allied industry companies. Seeing PLF demonstrations at trade
shows, extension events or fairs can also increase their comfort with new
technologies by letting them see how they work before they commit, fostering a
culture of learning and growth in the industry.

A complicated story is behind producers’ decisions to bring PLF to the farm or
to decide to invest in more. A producer’s ability to work with technology was
the single strongest predictor of whether they already had PLF or planned to get
some. About half of producers who still need PLF intend to get some because they
felt it was worth the time and labor to install, operate, and maintain due to
perceived benefits to their pigs. Producers without personal experience using
PLF are getting information from others to help them choose PLF. Swine
veterinarians advise producers on various issues, and most reported that they
recommend PLF to their clients.



This article was published by Michigan State University Extension. For more
information, visit https://extension.msu.edu. To have a digest of information
delivered straight to your email inbox, visit
https://extension.msu.edu/newsletters. To contact an expert in your area, visit
https://extension.msu.edu/experts, or call 888-MSUE4MI (888-678-3464).

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