U.S. Swine Producers’ Preferences and Willingness to Pay for Precision Livestock Farming Technologies: A Case Study on Reducing Piglet Crushing by Sows.

Sow-induced piglet crushing remains a persistent welfare and productivity issue in swine production. Precision Livestock Farming (PLF) technologies promise to mitigate this problem by automating piglet crushing detection and enabling timely interventions. However, adoption remains limited in the U.S. swine industry. This study used a discrete choice experiment (DCE) to quantify willingness to pay (WTP) for PLF technologies aimed at reducing piglet crushing. Given the modest sample size relative to common DCE sample-size guidelines, the results should be interpreted as exploratory estimates of the core anti-crushing PLF value proposition rather than as population-representative adoption parameters. The experiment included three key attributes: percentage reduction in piglet crushing, percentage reduction in time spent managing crushing events, and annual technology cost per farrowing stall. Findings indicated that producers place the highest value on piglet crushing reduction, with a WTP of approximately $0.73 per 1%-point reduction from the current baseline. Reducing time allocated to managing piglet crushing was valued less strongly ($0.23 per 1%-point reduction), and producers showed significant cost sensitivity. Substantial heterogeneity in preferences indicated that while some producers prioritize productivity and piglet crushing outcomes, others remain constrained by cost concerns. These findings suggest that while piglet crushing reduction is the most compelling value proposition for anti-piglet crushing PLF technology adoption, cost remains a key barrier. Tailored pricing models, flexible technology packages, and support structures may improve adoption rates. The study offers critical insights for developers, policymakers, and certifiers aiming to encourage PLF uptake in the swine sector.