LANDCORP FARMING LIMITED LECTURE ‘Clean, green and ethical’ animal reproduction: extension to sheep and dairy systems in New Zealand G.B. MARTIN 1 , Z. DURMIC 2 , P.R. KENYON 3 and P.E. VERCOE 1 1 University of Western Australia Institute of Agriculture M082, The University of Western Australia, Crawley, Western Australia 6009, Australia 2 School of Animal Biology, The University of Western Australia, Crawley, Western Australia 6009, Australia 3 Institute of Veterinary, Animal and Biomedical Sciences, Massey University, Private Bag 11-222, Palmerston North 4442, New Zealand ABSTRACT In this paper, we present our approach for ‘clean, green and ethical’ (CGE) management in small ruminants and dairy cattle, in a context that is relevant to New Zealand livestock industries. We will focus in particular on reproduction and nutrition aspects, with several possibilities for CGE management: 1) control of the timing of reproductive events by using socio-sexual signals (the ‘male effect’) to induce synchronised ovulation in females; 2) ‘focus feeding’ - short periods of nutritional supplementation that are precisely timed and specifically designed for each event in the reproductive process; 3) ‘nutritional pharmacology’ – a term that reflects the possibility of using forages containing ‘bioactive’ compounds to improve rumen health and efficiency with environmental benefits through the reduction of methane emissions from ruminants; 4) maximizing offspring survival by a combination of management and nutrition; 5) genetic selection for fertility, fecundity and temperament. These tools involve novel ways of manipulating the endogenous control systems and production of animals. Ultimately, the CGE tools can be cost-effective, increase productivity and, at the same time, greatly improve the image of meat and milk industries in society and the marketplace. Keywords: ruminant reproduction, rumen manipulation. INTRODUCTION Animal industries around the world are being challenged because of changing attitudes in consumers that are having an impact in the marketplace. We can recognise this trend through an increasing demand, in markets dominated by discretionary spending power, for products that are ‘clean, green and ethical’ (CGE) (Martin et al., 2004a). Interestingly, these issues have been widely recognised – hence projects such as the Food Animal Initiative at Oxford University (www.faifarms.co.uk), where CGE is reflected in the phrase ‘Ethical, Environmental and Economic (3Es)’. What does ‘CGE’ signify? Clean: Minimising the use of drugs, chemicals and hormones; this demand is rarely supported by hard data, but it does highlight the major issue of food safety. Green: Minimising the impact of the industry on the environment; this issue has a long history associated with animal waste in intensive industries and excessive use of fertilisers to generate forage. It is now very sharply focussed on the production of greenhouse gases by ruminants and, in Australia, maintaining plant biodiversity by expanding the feed base to include native and/or novel species in grazing systems. Ethical: The obvious focus is animal welfare, an issue that can be a complex issue if the pursuit of a ‘clean’ image means, for example, avoiding antibiotics and thus compromising the welfare of the animals. In addition, ethical judgement needs to be applied to CGE practices in transport, manufacturing, processing, packaging and marketing, a topic that has recently had a very high profile in the international dairy industry. In this paper, we will link this vision to two major animal industries in New Zealand, sheep meat and dairy cattle. In both cases, the productivity and profitability of the industries effectively depend on reproductive performance and nutritional efficiency. The question is whether we can improve reproductive output without exogenous hormone regimens or high-level reproductive technologies? These technologies are effective and essential for the long-term future of the industries, but often have little direct, short-term benefit for the majority of producers (Martin, 1995; Martin et al., 2004a). For producers, CGE management need not be difficult because, as we work towards a better understanding of the physiology and behaviour of our production animals, we should be able to improve productivity and profitability and, simultaneously, promote CGE practices. Proceedings of the New Zealand Society of Animal Production 69, 140-147.