How benchmarking motivates colostrum management practices on dairy farms: A realistic evaluation

This study used realistic evaluation to determine how, and in which circumstances, providing dairy farmers with benchmarked data on their calves can motivate improved colostrum management practices. Dairy farmers from British Columbia, Canada, were recruited through 2 veterinary clinics that offered benchmarking of calf data as part of their services. For approximately 8 wk, blood samples were collected from newborn calves to evaluate serum total protein concentrations as an indicator of the effectiveness of the farmer's colostrum management. These data were analyzed separately for heifer calves ("replacement calves") and non-replacement calves, including males and beef crossbred females ("surplus calves"). The results of these analyses were benchmarked against other participating herds and presented to dairy farmers (n = 27) by their herd veterinarian (n = 7). Follow-up interviews were conducted separately with the farmers and veterinarians after each meeting to determine their perspectives on the utility of this benchmarking strategy. Therefore, a total of 42 interviews were coded, and realistic evaluation was used to determine common contexts and mechanisms that contributed to the success or failure of the benchmark meeting, with success characterized by farmers' expressed intention to improve their colostrum management practices. Four important contexts were identified that influenced the outcome of the benchmark meetings: (1) farm resources (e.g., facility limitations), (2) the farmer's perception of their calf performance, (3) management strategies, and (4) the farmer's personal values. Depending on these contexts, some farmers intended to improve their calf care practices based on resources the benchmark meeting provided, which included illustrative data and veterinary advice. These resources motivated change through influencing farmer decision-making, which depended on the value they saw in the data as a decision-making tool. The economic or moral interest farmers expressed in their surplus calves also influenced whether farmers intended to implement management changes. Recommendations for future implementation of benchmarking include targeting producers who are motivated to improve and who value the future performance of their calves, those who have engaged calf care personnel, and those who prefer data-driven decision-making. This study supports the important role veterinarians can play in motivating improved calf care practices through providing benchmarking services.