However, concerns about low public awareness of animal welfare and a lack of official recognition are major obstacles for pioneering enterprises in China looking to move forward.

"Most consumers don't really know what farm animal welfare is, and China has no related standards or recognition issued by the industry association or the agricultural ministry," said Zhang Chuanhang, manager of Dexing's farm in Shantou.

"That means people are ignoring the value of meat produced under high standards of animal welfare."

Having visited a number of European countries, Zhang has noticed that meat produced under high ethical standards is always clearly labeled as such, and its price is usually 25 percent higher or double that of traditionally produced meat.

"Along with better public awareness of the value of high-quality farm produce, a complete chain of service standards and recognition systems will be the fundamental driving force for the improvement in animal welfare in China," he said.

Contact the writer at yangwanli@chinadaily.com.cn