Debunking the myth of the hard-to-reach farmer: effective communication on udder health.

Worldwide, programs to control mastitis are implemented using different strategies to reach farmers. Even though education materials and best practices may be technically optimal, they need to be used to be successful. Thus, effective communication with farmers is essential in order to change their behavior and to improve their farm management. During a Dutch national mastitis control program, a substantial number of farmers seemed to be hard to reach with information on udder health. Consequently, this study was designed to provide insight into the attitude and motivation of such farmers. In the period of October 2007 to July 2008, 24 in-depth, semistructured interviews were conducted with farmers whose veterinarians considered to be difficult to approach with advice on udder health management (8 practices, 3 farmers from each practice). The interviews included questions about the farms and the farmers, their attitude and behavior regarding mastitis, and their information sources and social environment. The results show that so-called hard-to-reach farmers were not always badly informed about udder health and did not always experience problems with mastitis. These ostensibly unreachable farmers were not a homogeneous group, but rather could be divided into 4 categories based on their trust in external information sources regarding mastitis and their orientation toward the outside world: proactivists, do-it-yourselfers, wait-and-see-ers, and reclusive traditionalists. There are ample opportunities to reach hard-to-reach farmers, provided that the communication strategies are tailored to their specific needs. There is especially much to gain in communication with do-it-yourselfers and wait-and-see-ers, but this demands a more proactive role on the part of veterinarians and extension specialists. Different types of farmers need to be approached in different ways and through different channels with information on udder health. Consequently, this study can contribute to the optimization of future programs designed to control and prevent diseases.

A multidisciplinary approach to determine factors associated with calf rearing practices and calf mortality in dairy herds.

In the Netherlands, an increase in ear-tagged calf mortality (3 days to 1 year of age) in dairy farms was observed. The aim was to determine why calf mortality increased and how to reduce calf mortality in herds with structural high rates. A multi-disciplinary approach was chosen to study this phenomenon. First analysis of census data revealed that the majority of the calves died in the first month of life. In addition, a panel of 236 farmers indicated that the increase in calf mortality might be related to priority, time management and the mind-set of farmers. For that reason a questionnaire was carried out to detect risk factors for mortality among young calves (<1 month) in 100 dairy farms with increased calf mortality compared to 100 dairy farms with stable and below average calf mortality. The results showed that, besides management factors such as IBR and BVDV control, and purchase of cattle, also the answers to statements giving an indication on the farmers' mind-set, were associated with calf mortality. Therefore, a qualitative sociological study on the farmers' identity was conducted by performing in-depth interviews among 30 farmers with structurally high calf mortality rates. Afterwards, the results were communicated with a veterinary advisor who visited the farmers and gave tailored advice. Most of the interviewed farmers believed to have sufficient knowledge and skills regarding calf rearing. The farmers did not share their calf rearing problems with colleagues and advisors but they mentioned to be open to receive advice if not communicated in a reproaching or pedantic way. The sociologist distinguished three different phases of awareness concerning calf mortality among the farmers: (1) farmers who were only partly, or not at all, aware of high calf mortality; (2) farmers who felt powerless because of their inability to find a solution to their problems; and (3) farmers who knew they can be inaccurate when it comes to rearing calves, but were reluctant to change this. With the background information of the farmers' identity it was easier for the veterinary advisor to provide tailored advice resulting in a higher probability of following up. A first evaluation in which calf mortality rates in the six months after providing the advice were monitored, indicated that the advice resulted in reduced mortality. The combination of census data, epidemiological and qualitative sociological research revealed that advisors should be aware of the attitude and mind-set of the farmer and adapt their approach and advice accordingly.