Investigating perceptions, adoption, and use of digital technologies in the Canadian beef industry

This research investigated digital technology adoption in the Canadian beef farming industry. The study was carried out from the point of view of two different stakeholders, farmers and veterinarians, to understand current perceptions, level of awareness, and experiences with digital precision livestock farming (PLF) technologies being used on Canadian beef farms. The study specifically focused on the beef feedlot sector in the Canadian province of Ontario. Data from 11 interviews and 24 surveys were analyzed for key themes and patterns. The data was also analyzed through the lens of Rogers’ Diffusion of Innovations technology adoption theory to help understand the potential for technology adoption among Canadian beef producers. The study findings revealed that feedlot producers use a wide variety of software and hardware technologies, but favoured mature, proven technologies that strongly aligned with their business needs. There was little up-take of PLF technologies that focused on 24/7 individual animal health and welfare monitoring, and evidence was found that current technologies that serve this purpose are both unsuitable and cost prohibitive for the farming practices and business needs of the feedlot sector. The main technology adoption barriers found in the study were costs and return on investment, technology usability, lack of awareness of technologies and their capabilities, and perceived relevance of the technology. The study findings have implications for PLF innovators and industry stakeholders, such as the need for pricing models for products and services that minimize up-front investments, and the need for user-centred design of PLF technologies that bridge the gap between technology capabilities and user needs and expectations.