Increase grazing vs indoor feeding to meet customer desires and added milk value

Understanding consumer desires may help in adding value to milk (products). Consumers are found to care about sustainability, animal welfare and grazing - however, despite seeing higher value in systems that support animal welfare the willingness to pay does not necessarily go together with consumer preferences. One of the more apparent consumer preferences is having milk from dairy cows that have a relative higher degree of movement freedom, typical for free walk systems either with or without grazing, in line with their natural behaviour and/or fitting with cultural image.