A contented cow, said to be from California, grazes in a perfectly green field in the famous TV milk commercials.

Few cows in California actually live in such rosy conditions.

That contradiction prompted CowsandCrops.com, a Tulare-based Web site, to take an online poll this week.

"Some say it's a fantastic marketing campaign. Others say humanizing animals just fuel [People for the Ethical Treatment of Animals] and [Humane Society of the United States]. What do you think?" was the question posed to CowsandCrops.com viewers.

Manuel Soares, who created the site, said voting has been running 50-50 for and against the commercials.

Soares said he generated the poll because he wonders if the commercials do more harm than good by being "unrealistic."

"The cows don't sleep on waterbeds, but their health and happiness is crucial to the success of the farmer. I think we should show more realism," Soares said.

Discussion about the commercials comes as consumers and retailers are showing more interest in how animals are treated. Proposition 2, which prohibits close confinement of chickens, passed last year with 64 percent of the vote.

Similar propositions focusing on other animals might be next.

Local dairy farmers highlighted the difference between raising animals for food production and raising them for pets, but they also indicated a willingness to demonstrate humane practices.

"We just need to reassure [the public]. We're developing programs to almost where we have third party audits to guarantee to our buyers that we're doing everything environmentally sustainable and animal welfare sustainable," said Tom Mendes, a Riverdale dairy operator.

Mendes is on the board of California Dairies Inc., a producer co-op that plans to establish an animal welfare certification for its members.

Mendes said he favors it because "that's what our buyers and consumers want."

There are a lot of animal husbandry practices conducted by dairy operators to care for animals that people may not know about. They include things like regularly vaccinating their cows, said Steve Nash, a Selma dairy operator.

"All the dairymen I know work hard to take care of their animals," Nash said.

An animal welfare certification seal on the packaging, or something similar, might be a good idea, he said.

"Every one of us has a responsibility to take care of our own operations ... and I think we need to get out more and publicize it," said George Longfellow, a dairy operator south of Hanford.

"I would say that we all should maintain some reasonable standards of animal care and comfort," Longfellow added.

The reporter can be reached at 583-2432.

(Nov. 14, 2009)