title: Letter to the editor: Engaging (but not "educating") the public in technology developments may contribute to a socially sustainable dairy industry.
authors.affiliation: Laboratório de Etologia Aplicada e Bem-Estar Animal, Universidade Federal de Santa Catarina, Rodovia Admar Gonzaga, 1346, Itacorubi, Florianópolis, SC 88.034-001, Brazil. Electronic address: maria.j.hotzel@ufsc.br.
authors.forename: Maria J
authors.initials: MJ
authors.lastname: Hötzel