The purpose of the paper is to explore the role market practices (can) play in relation to improving animal welfare. Specifically, we look at market practices in relation to pork. Recent changes in European animal welfare standards for sows have narrowed the differences in animal welfare between conventionally produced pork and production forms with a greater emphasis on animal welfare. Using the market practice approach proposed by (Kjellberg and Helgesson, 2007), we explore how the conditions for animal welfare are shaped by the representational, normalizing and exchange practices of various actors in the pork industry and how these practices can reshape the market with a view to improving marketing activities and increasing sales of pork produced to better welfare standards than mandated by regulators. We also draw on the literatures on inter-organisational interaction and business networks.
MAPP; animal welfare; business networks; market practices