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Canadian dairy plant becomes unlikely symbol of defiance for Ukrainian farmers

The cows on Lyuba Pastushok's farm are like her "cheeky children," she explained in Ukrainian as she walked among her growing herd, gently cooing to them and softly petting their heads.

A few years ago there were only five cows on her small family operation in Holoskovychi, a rural community an hour and a half east of the nearest city of Lviv, in western Ukraine.

Now she tends to 25 cows, six of which she bought after Russian forces invaded the country. 

Wrapped up against the cold with a kerchief tied over her head, the Ukrainian matriarch pointed out each by name, her voice full of motherly pride.

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Genomic Technologies and Public Trust - Dr. Ellen Goddard

Video: Genomic Technologies and Public Trust - Dr. Ellen Goddard


In this episode of The Swine it Podcast Show Canada, Dr. Ellen Goddard, Professor Emerita at the University of Alberta, discusses public acceptance of genomic technologies in pork production. She explains why disease resistance is viewed positively, how labeling affects trust, why farmers remain highly credible messengers, and how communication can shape consumer confidence around gene editing. Listen now on all major platforms!

"Not providing information is a choice that can affect long-term public trust."

Meet the guest: Dr. Ellen Goddard / ellen-goddard-11541138 is Professor Emerita at the University of Alberta and an agricultural economist. Her work focuses on consumer behavior, trust, livestock sectors, and public attitudes toward food technologies. She also specializes in economic modeling for pork, beef, and dairy systems. Learn more from Dr. Ellen Goddard on the Swine in Canada Podcast Show, available on all major platforms.