Swiss market for meat from animal-friendly production - Responses of public and private actors in Switzerland

Animal welfare is an important societal issue in Switzerland. Policy makers have responded with a strict legislation on animal protection and with two programs to promote animal friendly husbandry. Also private actors in the meat industry initiated programs for animal friendly meat production to meet consumers' expectations. Labeled meat has a market share of over 20%. Depending on the stakeholders responsible for the labels, their objectives vary. While retailers want to attract consumers with meat produced in an animal friendly and environmentally compatible manner and with products of consistently good sensory quality, producers want to keep market shares and increase their revenues.