Animal Welfare.
Provenir was designed around one idea: the least stressful journey for an animal is the one it never has to take.
We go to them
One of the ideas that influenced our thinking was the work of American animal scientist Dr Temple Grandin. Grandin transformed thinking around livestock handling by asking a deceptively simple question: what does this experience feel like to the animal?
Her research showed how things humans might barely notice – an unfamiliar shadow, a sudden noise, a reflection, a person standing in the wrong place – can cause cattle to hesitate, become agitated or experience unnecessary stress. She went on to design livestock handling and restraint systems around the natural behaviour of cattle, rather than expecting the animal to adapt to our way of thinking.
That perspective resonated deeply with us. Rather than asking how we could make cattle more comfortable after transporting them somewhere unfamiliar, we asked whether we could remove that part of the journey altogether.
Our thought was you move the system and not the animal. And that idea sits at the heart of Provenir.
