Understanding the views of those working along the value chain reliant on livestock is an important step in supporting the transition towards more sustainable farming systems. We recruited 31 delegates attending the Pig Welfare Symposium held in the United States to participate in one of six focus group discussions on the future of pig farming. Each of these six group discussions was subjected to a thematic analysis that identified four themes: (1) technical changes on the farm; (2) farm and industry culture; (3) the farm-public interface; and (4) sustainability. The results of this study illustrate the complexity and diversity of views of those working along the associated value chain within the swine industry. Participants spent the majority of their time discussing current challenges, including technical challenges on the farm and public perception of pig farms. Participants were more hesitant to discuss future issues, but did engage on the broader issue of sustainability, focusing upon economic and environmental aspects.
