Nikita Teryoshin

Hanover, Messe EuroTier

A stand at the EuroTier agricultural trade fair emblazoned with the slogan “Don't let cows waste your money.” I immediately notice the money-eating cow. When you consider what dairy cows already have to give away in the name of efficiency – calves, milk, horns, freedom – the advertising sounds very cynical to me. In the end, it inspired me to start this photographic work about the modern dairy cow and to supplement the typical image of a green pasture on the milk packaging with other, less familiar motifs.

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Madleen Bühlmayer

Research associate and doctoral candidate in the “Farm Management” department at the University of Hohenheim

The slogan “Don’t let cows waste your money” reduces the cow to her economic benefit. What strikes me: Actually, the word “cow” could just as easily be replaced by any other animal species. Why is a dog or a cat not said to be wasting money?

The difference is that money is earned with farm animals.

As a result, they are seen − whether intentionally or not − as means and goods of production. For a long time, the focus in agriculture was on intensification and increasing efficiency. However, as a scientist who deals with the economic view of farms, I am noticing a change that is slowly but steadily taking hold: Away from “more output with less input” towards a holistic approach that harmonizes animal health, productivity and environmental impact. 

It is a change that I personally very much welcome.

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