Samenvatting

The negative image of the pig sector in the Netherlands is an import topic for The Dutch labor union (Nederlandse Vakbond Varkenshouders) (NVV). The negative image of the pig sector emerged by the swine fever (1997), zoonosis, up-scaling, antibiotic resistance, particle matter etc. The negativity has led to a gap between citizen-consumers and farmers and ignorance1 by the citizen-consumer about the pig sector. Therefore, this research for developing company etiquette that needs to improve the image of the pig sector is conducted. The main question was formulated as follows: ‘What company-etiquette needs to be designed and implemented in practise in the perception of the Dutch pig farmers?’ In the performance of the questions about the company etiquette asked to the pig farmers deeper knowledge is attained in the society performance of the farmers and what the farmer understands by the ‘Wishes of society’. Furthermore, the implementation, check and design are researched, because this is needed for starting–up the development of the company etiquette. Thereby, the opinion of the farmer is leading because what does the farmer think of the idea to develop the company etiquette and does the pig farmer think the pig sector will become more representative. The desk research focuses at the society development to attain deeper knowledge about the current demands of the society.