“At the end of the day, farming is about producing a product. When I give talks to farmers on animal welfare, I joke that they are really bad at being told what to do by government or their own industry.
“But they are really good at adapting and producing something someone will buy.
“I tell farmers it’s always better to engage and be proactive on animal-welfare issues than retreat and put up barriers.
“As a result we are certainly better placed now to address animal-welfare concerns than we were 20 years ago,” he says.