A multi-methods, multi-actor exploration of the benefits and barriers to milk recording on Irish farms using the COM-B model.

Milk recording is a critical tool in dairy farming, providing individual cow information. When used effectively, this data contributes to on-farm productivity, herd health management decisions and supports prudent veterinary prescribing of antimicrobials. Although an industry and government priority, uptake has been relatively slow in Ireland. This multi-methods, three-part study aimed to gain a comprehensive understanding of the benefits to farm performance, and factors driving uptake of milk recording on Irish dairy farms. It involved an economic analysis of N=516 farms from 2008-2019, a workshop with N=26 stakeholders and an online survey of N=197 non-milk-recording farmers. Quantitative and qualitative data were analysed using econometric models and thematic analysis respectively. Results were synthesised using the COM-B model to gain a deeper understanding of what drives the target behaviour. The study revealed that agricultural education, farm location, farm specialisation in dairy and membership of a farmer discussion group were the main factors influencing uptake of milk recording. Milk recording was associated with a €39.04/cow increase in gross margin, a 177.58 litres/cow increase in milk yield and a reduction of 13,450 cells/ml in bulk milk tank somatic cell count readings. Infrastructural constraints, cost, lack of benefits and workload were the most reported perceived barriers to milk recording by farmers. The Behaviour Change Wheel illustrates how to utilise findings and systematically develop future interventions to increase milk recording uptake. This study highlights the importance of a multi-methods approach to agricultural technology adoption and the need for evidence-based methodology when developing behaviour change interventions.

Exploring the relationship between mastitis risk perceptions and farmers' readiness to engage in milk recording.

The need to move towards Selective Dry Cow Therapy (SDCT) has become increasingly pertinent as a means to reduce the use of antibiotics in the dairy sector. With the EU 2022 ban on prophylactic antibiotics at drying off, practices on some farms will need to drastically change. In Ireland, one particular challenge to the sector-wide transition to SDCT is the lack of widespread uptake of milk recording across dairy farms, a decision support tool which can support mastitis control and help identify cows to select for SDCT. The current study examined readiness to engage in milk recording amongst Irish dairy farmers, and specifically investigated the role of mastitis risk perceptions in shaping farmers' readiness. The study explores the multifaceted nature of risk perception as a construct shaping farmers' attitudes. An online survey was carried out with 197 Irish dairy farmers exploring their attitudes towards mastitis and milk recording. A cluster analysis classified farmers according to their mastitis risk perceptions, with 3 segments identified with differing risk perception profiles. Elevated mastitis risk perceptions were linked to an increased readiness to milk record. However, this relationship was not universal across all farmers. One segment of farmers in the current study maintain low mastitis risk perceptions and remain unmotivated to engage in milk recording. The study concludes that targeted risk communication strategies related to mastitis and milk recording are needed to encourage the move towards SDCT and reduced AMR. Results suggest that the types of risk communication strategies - message framing and two-way risk communication - should reflect farmers' types of mastitis risk perceptions to have the most effective impact on milk recording uptake.

Can technology help achieve sustainable intensification? Evidence from milk recording on Irish dairy farms.

This article explores the potential of a farm technology to simultaneously improve farm efficiency and provide wider environmental and social benefits. Identifying these 'win-win-win' strategies and encouraging their widespread adoption is critical to achieve sustainable intensification. Using a nationally representative sample of 296 Irish dairy farms from 2015, propensity score matching is applied to measure the impact of milk recording on a broad set of farm sustainability indicators. The findings reveal that the technology enhances economic sustainability by increasing dairy gross margin and milk yield per cow. Furthermore, social sustainability is improved through a reduction in milk bulk tank somatic cell count (an indicator of animal health and welfare status). Conversely, milk recording (as it is currently implemented) does not impact farm environmental sustainability, represented by greenhouse gas emission efficiency. While the study shows that milk recording is a 'win-win' strategy, ways of improving current levels of utilisation are discussed so that milk recording achieves its 'win-win-win' potential in the future.