Livestock, ethics, and quality of life.

Agricultural and animal scientists need to embrace a new vision beyond the single-minded existing pursuit of biological efficiency. The public in the West is no longer concerned solely with cheap food. Other paramount issues define quality of life, including: health and safety of foods; nutritional value; traditional, regional, locally produced, and organic foods; animal welfare; sustainable farming, environment, and rural resources. The paper provides examples of how the credibility of animal scientists has been lost due to some recent unethical behavior. Research, teaching and application of agricultural and animal science, especially of biotechnology, need to be reshaped into a new "Quality of Life Agricultural Era" to replace the "Era of Intensification." This new era will need fresh assumptions, beliefs and leadership to match the emerging social agenda of the 21st century. Animal scientists have a special role in implementing this new plausibility structure.