The approximately 1.8 million cattle raised in Austria serve as milk and meat suppliers and are considered the most important branch of our agricultural production. But what actually happens on the way from stable to plate? The association “Land Creates Life” has investigated this question and has a clear question for politicians – and also for consumers.
When you take a hearty bite from a hamburger or fry a steak, few people think of large manure farms. You have the feeling that every animal in Austria leads a varied life on an alpine pasture and is addressed by name by the farmer.
But the reality is different, as the meat industry’s marketing departments sometimes want us to believe. What is produced is what the consumer orders and buys – and unfortunately that is not meat of the highest organic quality, but it is still the cheapest offering.
The association “Land Creates Life” published on Tuesday the results of two years of research on the subject of beef and shows the conflicts between production requirements and our consumer behavior:
Stinginess is a horny mentality
We consumers demand that cattle are raised in the pasture, but in the supermarket we demand beef of the same quality as cheaply as possible. This largely comes from young bulls, whose intensive fattening mainly takes place in the stable on a fully slatted floor – this is not only a thorn in the side of animal protection organizations such as the “Association against Animal Factories”, because this form of livestock farming can make the animals sick to make.
Myth of white veal
We reject long animal transports, but in the catering industry we demand veal that is as white as possible. This white meat is often imported veal from the Netherlands and the light color is a sign that the calf is malnourished. At the same time, many Austrian calves are exported because there is less demand for their meat due to the higher price.
These are just two examples of how consumers’ purchasing decisions differ greatly from their expectations of domestic beef production. A lack of knowledge, but also a lack of transparency, exacerbates such discrepancies, says Hannes Royer, founder of the association ‘Land Creates Life’.
Consumer decision in the supermarket
“We always only talk about what meat production in Austria should ideally look like, but we don’t change anything about our consumption. On the contrary: with our purchasing behavior we often promote the very production conditions that we actually reject when someone asks us about them. “We have the great luxury of being able to choose beef products that meet our requirements, but we also have to use them,” says agricultural expert Royer, who farms himself.
Where is it from?
In addition to the mandatory indication of origin, the consumer must also be able to see at first glance the conditions under which an animal has been kept. For Maria Fanninger, co-founder of the association, a clear message: “This not only ensures the necessary transparency, but also promotes awareness of what is actually on my plate. Whether in the canteen, at home or in the restaurant.”
Regulations urgently need to be tightened
A welcome step that the “Krone” and its readers have been asking for for a long time. For Tierecke manager Maggie Entenfellner, a more extensive labeling requirement is long overdue: “It is very important to our readers and me to strengthen the products of our farmers. Our stated goal should be to greatly tighten the labeling requirement. Consumers still don’t know where their schnitzel really comes from, and not every innkeeper is willing to provide information.”
Source: Krone
I am Wallace Jones, an experienced journalist. I specialize in writing for the world section of Today Times Live. With over a decade of experience, I have developed an eye for detail when it comes to reporting on local and global stories. My passion lies in uncovering the truth through my investigative skills and creating thought-provoking content that resonates with readers worldwide.
