Veterinary ethics in the context of food production is a special case that is in need of additional reflection from philosophy and veterinary professionals. To substantiate this claim two developments will be presented and analyzed in order to show the current challenges facing veterinarians specialized in farm animal health. First, I argue that in the context of farm animal health and welfare the plurality of views on the moral standing of animals evokes special difficulties. A second development focuses on the (...) changing expectations with regard to the veterinary profession and the related extending range of competences a veterinarian needs in order to work in the agri-food sector. Next, I sketch three scenarios, often meant to deal with these developments in practice, and show that they deny the moral pluralism and the genuinely moral character of the professional responsibility of a veterinarian. Finally, I claim that professional codes or standards are important, but are insufficient to deal with these developments. I end with some remarks on the importance of professional integrity. I argue that veterinarians working in the agri-food sector need to maintain an independence from the concerns and interests of stakeholders to effectively deal with ethical challenges. (shrink)