From the vast sheep farms of South Africa to the bustling exhibition rings of Meknès-Morocco, the African livestock sector is currently telling two very different stories. These stories represent opposite sides of the same coin. For the veterinary community, these contrasting events serve as a powerful reminder that animal welfare is no longer a “luxury” concern, it is the very foundation of market legitimacy.
The darker side of this reality was recently exposed by a Reporterre investigation and PETA, involving wool suppliers in South Africa linked to the retail giant H&M. Despite the wool being marketed under the Responsible Wool Standard (RWS), investigators documented “extreme cruelty,” including sheep being mutilated and handled with violence. This scandal highlights a devastating failure in certification schemes. It proves that paper-based certifications are meaningless without rigorous, on-the-ground oversight by veterinarians. When cruelty is exposed, the reputational risk doesn’t just hit the retailer; it stains the entire regional industry, threatening the livelihoods of thousands of ethical producers.
In sharp contrast, the SIAM 2026 (International Agriculture Show in Morocco) recently demonstrated how a commitment to quality can revitalize an industry. The event hit record-breaking numbers, hosting over a million visitors and featuring 690 animals from 239 breeders. Across 30 competitions, the best in dairy, meat, and camel breeding were put on display. These contests are the of reward excellence in health, productivity, and welfare. Here, veterinary oversight is the hero of the story. This public recognition of “the best of the best” strengthens trust between the industry, the government, and the consumer.
Ultimately, these two cases offer a shared lesson for the veterinary profession: welfare is the ultimate measure of legitimacy. The South African scandal shows the cost of negligence, while the Moroccan showcase proves the value of excellence. As veterinarians, our responsibility is dual-sided. We must be the whistleblowers who call out abuses that damage our sector’s reputation, and we must be the mentors who support breeders in reaching the high standards seen at SIAM. Whether in a shearing shed or a competition ring, the health and dignity of the animal remain the only true path to a sustainable and trusted livestock industry.
