Demand: Federal government should only support advertising for label meat

The strictest Swiss animal product labels - such as KAG Freiland - are having a hard time. Actually, they offer what many consumers imagine as desirable animal husbandry and meat production: Pasture grazing, suckler cow husbandry, grass as feed, stress-free transport to the slaughterhouse without industrial "handling." According to Swiss Animal Protection (STS), for example, KAG Freiland is one of the best certificates for animal husbandry anywhere.

How the SonntagsBlick writes in the current issue, many farms that produce according to the high, animal welfare-oriented guidelines are nevertheless struggling with sales problems: Sales of label meat are stagnating in Switzerland, and in some cases are even declining.

High margins, glorifying advertising

According to STS, there are two reasons for this: On the one hand, retailers are raking in high margins on labeled meat. High prices for consumers, little profit for producers. On the other hand, advertising is held responsible. They advertise showcase or even label farms, although in reality not all farms produce according to these standards. Pigs can be seen sleeping on straw - in conventional farming, which the advertising of the meat association Proviande mainly promotes, the law only requires a concrete base.

This image of idyllic Swiss meat production pisses off the STS. "With the advertising, consumers are led to believe that the conventional level is also animal-friendly," criticizes Stefan Flückiger, STS managing director of agricultural policy, in the SonntagsBlick. This is not the case because the legal minimum requirements are often not animal-friendly - neither bedding nor exercise are obligatory. In addition, there is a lack of structures in which the animals can act out their natural behavior.

Organic farmer Stefan Schürmann, who produces according to KAG guidelines, agrees: "You show label animal husbandry in advertising to also promote the sale of mass-produced goods."

Proviande fights mainly against meat imports

5.7 million Swiss francs a year is paid by the federal government to Proviande to promote meat sales. The aim is to position domestic products vis-à-vis imported ones. Compared to the SonntagsBlick Proviande explains that it wants to highlight the much better animal husbandry in this country compared to abroad - and admits: "Admittedly, not everything is perfect in Switzerland either." Voluntary animal welfare programs and the aforementioned labels ensure even better animal husbandry.

Only promote what serves animal welfare

If it is up to Swiss Animal Protection, there should now be a change in the way that all Swiss meat is thrown into the same pot when it comes to promotion. The STS demands that in the future, federal sales promotion should only be given to label products with stricter regulations regarding animal welfare and nature protection. According to Flückiger, the federal government is obliged to promote sustainable food production. The issue is being backed by SP National Councilor Martina Munz, for example - she is calling in a motion for the federal government to only support advertising for meat that has been produced to a higher standard in accordance with the federal government's animal welfare programs.