Farmer experiences with virtual fencing: Adoption, adaptation, and farm system change in New Zealand pasture-based dairy systems

Virtual fencing (VF) is a livestock management technology that uses global positioning systems-enabled collars and audio or electrical cues to geo-fence and herd animals. Virtual fencing is now in use on farms in several countries; however, there have been limited studies on the use of VF on commercial dairy farms and assessing the implications for how farm systems are managed. The aim of this study was to explore farmer experiences with VF use on pasture-based dairy farms in New Zealand. A qualitative research approach was used, with 60- to 90-min semistructured interviews conducted with 20 New Zealand dairy farmers (participants). Interviews were transcribed and analyzed using inductive open coding through Atlas.ti Web software (version 7.4.0-2024-04-04). Innovation appeal, improved job satisfaction, and reduced labor demands were dominant drivers for adoption. Adaptation of animals and people to the new system occurred within a few days or weeks following implementation of VF; however, more time was required for farm system adaptations, such as laneway modifications, additional water troughs, and removal of some permanent fencing. Post-adoption benefits, as perceived by participants, related to time savings, greater control of grazing and crop management, and herd management improvements. Although it was difficult for participants to place a financial return on their VF investment, almost all expressed an ongoing commitment to using the technology, indicating the presence of strong nonfinancial benefits. Findings from this research highlight the transformational potential of VF in grazed dairy systems, while underscoring the need for user-friendly interfaces, robust support systems, and strategies to support the early learning process and mitigate cognitive load.