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A recent panel discussion on animal welfare touched on many topics, yet one recurring theme left a lasting imprint on its participants. While the discussion focused on animal care and food safety concerns for all consumers, the millennial audience and the vocal role they are taking to drive animal welfare practices across the food chain took center stage.

During The Food Dialogues®: Dairy Forum that took place on January 28 in Boca Raton, Fla., Bruce Feinberg, global animal health and welfare officer with McDonald’s, told the more than 300 people in attendance and hundreds watching online that social media has allowed consumers to reach out and self-educate around agricultural issues, and companies must understand the relevance to consumers.