--- - |2 Abstract Meat production and consumption is hotly debated in many parts of the world, in part because of ongoing animal welfare concerns. Drawing on several contending positions about the role of human agency in social practices, coupled with a sociology of emotion, we empirically identify a range of perspectives on the role of emotions in social practices. Drawing on a narrative inquiry method with cow‐calf producers in Alberta, Canada, we seek to clarify how emotions can play a role in the evolution of farm animal care. Results suggest a narrative of ‘emotional agency’ where primary and secondary emotions are a catalyst for challenging, re‐directing, and changing norms associated with farm animal welfare. This article is protected by copyright. All rights reserved. - 'Sociologia Ruralis, Volume 0, Issue ja, -Not available-. '