Opinions of persons from outside the livestock industry on the practice of hot-iron jaw branding as perceived by persons from within Texas livestock show industry

Abstract

The purpose of this study was to determine how opinions of persons from outside the livestock industry on the practice of hot-iron jaw branding are perceived by persons from within the Texas livestock show industry. The key-informant interviews conducted revealed interesting findings. The persons interviewed from within the Texas livestock show industry personally did not feel that there was a problem with the practice of hot-iron jaw branding, but they did feel that persons from outside the livestock industry would obtain a negative image of the livestock industry from hearing about or witnessing the practice. The majority of the respondents felt the time for a change had come. The issues which surfaced during every interview centered on more efficient education and good sound reasons for every practice. From within, the livestock show industry must spot and mark for change or justify areas of potential or emerging concern. If a practice can be justified by persons within the livestock industry, it adds validity to the action. If a practice cannot be justified by persons within the livestock industry, the practice should be discontinued. Modern technology now gives us alternatives to hot-iron jaw branding with different perceptions of pain and effectiveness associated with them. Therefore, there is no longer an excuse for using a practice by reasoning that there are no alternatives. Persons from within the Texas livestock show industry perceive that persons from outside the livestock industry would have a negative experience when exposed to the practice of hot-iron jaw branding. If an individual found the practice negative, it could affect future buying choices and some respondents thought it would trigger the individual to continue to discover negative practices. It behooves the Texas livestock show industry to change from the current method of permanent marking at the livestock shows (hot-iron jaw branding) to a method which would be seen as more acceptable to persons from outside the livestock industry. Alternatives which should be considered by livestock shows in Texas include ear tattooing. hoof branding, electronic identification, non-removable eartags, nose printing, nontamperable neck chains, and no permanent marking.