Farm assurance schemes can set standards to assure compliance with specific requirements relating to animal welfare. As such, standards can be set to address genetic-related welfare problems in farm animals, such as those associated with fast growth rates in meat chickens (broilers) (Gallus gallus domesticus). Based on discussions with broiler breeding companies, broiler producers and in line with published research, the RSPCA placed a maximum limit on the genetic growth rate potential of broilers that could be used within its own farm assurance scheme — Freedom Food. Despite the introduction of this requirement, the number of birds reared on the scheme increased from 25 million to 55 million per year over a three-year period, with all of these birds meeting the genetically slower growing requirement. In addition, the two largest global broiler breeding companies responded to this change in the market by each developing a genetically slower growing bird. This demonstrates that assurance schemes can have a pivotal role in tackling genetic welfare problems in farm animals, such as those associated with fast growth in broilers.

This paper argues that the current drive towards greater use of animal-based measures for welfare assessment raises important issues for how farm visits by welfare assessors are performed. As social scientists, we employ a number of contemporary social science ideas to offer a new approach to examining the practice and performance of farm animal assessment. We identify key findings from a recent study of contemporary farm assessment and speculate upon what some of the challenges of introducing animal-based measures may be. We conclude by arguing for a greater awareness of how sets of knowledge are made, circulated, practiced and become an integral component of the procedures, practices and discourses around farm animal welfare assessment in farm assurance.