M&S deploys AI welfare monitoring across entire dairy supply chain

Marks & Spencer (M&S) has announced it is rolling out AI-powered monitoring systems across its entire milk pool in a move that will set a new standard for dairy cow welfare.

The technology is being introduced across 46 dairy farms and uses cameras to capture footage of cows when they are indoors. This footage is then analysed by an algorithm developed alongside vets to monitor animal welfare in real time.

The AI-powered video analytics creates an individual health profile for each animal, tracking factors including mobility and body condition over time. The system also monitors lying time, feeding time, social interactions and movement to generate a ‘cow comfort score’, which can support vets when assessing the health of individual animals.

The technology is designed to give farmers objective and consistent data on the wellbeing of their herds while complementing existing in-person welfare checks carried out by independent vets.

M&S has always had market-leading welfare standards and as we continue to support British farmers in this latest evolution of welfare monitoring, powered by AI, it will support farmers to give the best care to dairy cows.

This latest innovation supports our Plan A for Farming to build resilience in British farming and continue to raise the bar on animal welfare.”

Peter Kennedy, Head of Agriculture at M&S Food

Technology supports individual care

The cameras can assess body condition scoring, helping farmers monitor cows’ nutritional status over time.

“Changes in body condition are early indicators of metabolic health, fertility and overall wellbeing,” said Terry Canning, CEO of livestock monitoring company, Cattle Eye. ”Tracking those changes more regularly, across every cow, gives farmers a level of insight that was previously unavailable outside research environments.”

M&S says the algorithm supporting the technology has been tested and found to perform to the same standard as a trained welfare assessor.

The systems follow trials at a selection of M&S dairy farms, where farmers used the data to make changes designed around individual cows.

By monitoring lying times, farmers have adjusted bedding to improve the comfort of individual cows according to their size and shape. Feeding schedules have also been adapted to reduce the amount of time cows spend standing, while some stalls have been redesigned to improve comfort.

£14m investment in farming innovation

M&S has invested more than £7m over the past decade in agricultural innovation and has committed a further £7m over the next five years.

The latest project forms part of its Plan A for Farming initiative, which has also supported trials including new flooring at an upgraded milking parlour, technology to measure methane from Aberdeen Angus cattle to support breeding lower-emission cows and technology used to farm parsnips with the aim of increasing yields and quality while reducing carbon emissions.

M&S milk is 100 percent British and sourced directly from 46 dairy farmers in its Select Farm milk pool. The retailer says its close partnerships with farmers are central to its responsible sourcing approach, with a focus on animal welfare, the environment and the long-term future of farming.

“M&S has had a longstanding focus on animal health and welfare, which has been in place for more than 15 years,” said Jenny Allan, Map of Ag Veterinary consultant. ”Going forwards AI technology will enable real-time cow comfort and health parameters to be monitored, providing valuable insights across 46 farms.”