Characterizing pork producer demand for shelterbelts to mitigate odor: an Iowa case study

Shelterbelts have been shown to mitigate livestock odors incrementally through complex physical and social dynamics. By surveying Iowa hog producers, we assessed the current degree of shelterbelt usage by pork producers, examined producers’ beliefs and concerns regarding shelterbelt usage for odor mitigation and estimated both their willingness to pay and their overall demand for shelterbelts. Overall, Iowa hog producers display strong beliefs that shelterbelts help, social-psychologically, to mitigate odors and generally believe that shelterbelts physically reduce odors. Seventy-five percent of producers expressed a mean willingness to pay $0.18 per pig produced annually. Sixty percent are willing to pay within a range of estimated costs, and 13% are willing to pay more. Overall, younger (<mean) producers are the most probable users of this technology, and they tend to meet four criteria: they plan to be at the same site for over 10 years; they are located in regions with high pig populations; they are at higher risk of affecting neighbors with odors, due to their proximity; they appreciate the more intangible perceived benefits of using shelterbelts (e.g., those associated with social-psychological responses). Overall, the younger producers perceived excessive cost/labor requirements as their main concerns. This information is critical to guide future extension programming that addresses all key concerns of current and potential users of shelterbelts.