Purpose The purpose of this paper is to examine producer preferences for changing Farm Animal Welfare (FAW) levels in regards to sheep and goat husbandry in Bursa-Turkey. Design/methodology/approach The paper tests "panel estimators" in a stated preference data by using the payment card question format. Probit panels are employed to measure individual effects on FAW levels by considering producers' willingness to accept. Three different FAW levels were identified for valuation as "base" level, "better" level, and the "best" level. The current study suggests a protocol with WTA(P) nomenclature to resolve complexity issues in FAW studies by investigating producers rather than consumers because the scenarios regarding FAW levels include quite technical and difficult topics which are vague to consumers. Findings If half of the total number of the sheep and goats in Turkey are assumed to be in bad animal welfare conditions, which are worse than base level, the non-use benefits of bringing them to at least the base level would be about US$130.3m. Figures would be 166.2m US$/year and 175m US$/year for "better" and "best" FAW conditions, respectively. Originality/value This paper provides a contribution to the existing literature by examining the producers' responses to new FAW schemes. Also it helps policy makers to understand producers' environmental behavior as well as their sensitivity to FAW schemes.