Youngstock Management as “The Key for Everything”? Perceived Value of Calves and the Role of Calf Performance Monitoring and Advice on Dairy Farms

Replacement heifers are key to the future milking herd and farm economic efficiency but not always prioritised on dairy farms. Dairy enterprises comprised of components which compete for limited resources; scarce information about calf performance associated losses (potential) gains farms can mean calves less in management investment decisions. The research reported this paper explored personal contextual factors that influence decisions Forty in-depth, semi-structured interviews were conducted with farmers (26 interviews) advisors (14 who recruited using purposive “snowball” sampling. Interviews recorded, transcribed, thematically analysed. Six major themes constructed from interview data relating to: perceived importance youngstock management, role rearers, monitoring, farmer engagement advice, quality communication veterinary involvement rearing. Results indicated although wider industry has promoted youngstock, often have been fully integrated into whole system, nor culturally accepted as an integral part productive herd. Calves tended be marginalised farms, largely due resources, lack their unrecognised potential, well social norms scarcity support structures impacting upon Many rearers disappointed by repetition impractical nature print media. Most did routinely consult veterinarian calves, rather following a reactive treatment model even when preventive health strategy was applied adult Advisory require driven individual calf-centric interest prevent being overlooked. Furthermore, advisory efforts failed motivate act advice. These findings indicate need greater focus how achieve rearing targets provision technical foster action toward improved wellbeing, status raised line vital