Today, breeding is increasingly caught up in the flux of development and modernisation. This is a trend not to be taken lightly as it concerns standards of national food safety. The unceasing march of progress has forced the breeding industry to change in order to ensure public demand for livestock-based food sources remains consistent and attainable at reasonable prices.
About a decade ago, plenty of hot fuss was kicked up in the wake of a rather entertaining campaign for dairy products. This campaign, born in sunny California in the United States of America, promoted the concept of happy cows, which in turn gave rise to great dairy produce. Last year, the People for the Ethical Treatment of Animals (PETA) filed their final appeal in a decade-long lawsuit against the California Milk Advisory Board in the Californian Supreme Court. PETA’s beef (no pun intended) with the ads? That Californian cows were, in fact, terribly unhappy as opposed to the widely advertised claim. PETA lost the suit.