After our usual milk market report from Chris Walkland, our hosts Will and Ben are joined by Amy Jackson, Director of Oxtale Ltd and Neil Baker, Farm Manager at Bakers of Haselbury Plucknett to look at the perception and preference of the Great British public towards dairy cow management in the UK. Amy outlines her research into this topic and discusses with Neil how we might use this to change public perception to help people feel good about their choice to buy dairy. From a farm perspective, Neil discusses how we might consider these perceptions when designing future farming systems, also touching on the welfare vs carbon debate.