AUSTRIA

Austria: How the meat industry can overcome social, ethical, and economic challenges

The consumption of meat and the production of meat products are currently the focus of intense debates. At the annual AMA Meat Forum organized by AMA Marketing, international experts come together to debate current trends and developments in the meat industry and to discuss the future development of animal-based foods.

Posted on Jun 22 ,00:05

Austria: How the meat industry can overcome social, ethical, and economic challenges

33.5 kilograms of pork, 13 kilograms of chicken and 10.3 kilograms of beef and veal - that's what Austrians eat per person per year. Sausage is also regularly on the table in Austria. The most popular is ham, followed by extra sausage, frankfurters, knackwurst and liver sausage.

Despite the great popularity of meat, the meat industry is also facing challenges: Is it still appropriate to eat meat? How can consumers become more conscious about meat consumption? And how can more sustainable production methods be developed and implemented? Experts wanted to get to the bottom of these questions at this year's AMA Meat Forum. 

As the industry's communications center, AMA Marketing offers an annual platform for discussions with international experts with the AMA Meat Forum. Around 200 guests attended this year's event on June 5th at the Anker Brotfabrik. The motto of this year's event, "Values in transition. A world of opposites," reflected how changing consumer behavior is affecting the industry. One of the most important statements was that the meat industry must respond to changing consumer behavior.

At the beginning, Peer Ederer, Founding Director of GOAL Science (Global Observatory for Accurate Livestock), provided scientific findings on the social benefits of the international meat industry. Philosopher and communications scientist Christian Dürnberger then spoke about the future moral and ethical challenges in livestock farming and society's expectations of agriculture. In an exciting panel discussion, answers were sought to the questions of what prospects there are for meat and meat products or their alternatives and what the drivers and obstacles to the development of meat alternatives are. The aim was to discuss how the political, social, economic and technological challenges can be mastered together.

In the second part of the AMA Marketing event, two top-class experts spoke about the meat industry: Author Nadine Filko gave an insight into the global developments in novel foods. She asked whether people will only eat steaks from test tubes in the future and whether consumers are even prepared to switch to clean meat.
Dagmar Adeline Brüggemann then addressed the question of what role meat will play in the future, where the potential of the "original" lies and what challenges need to be overcome. A short journey through time through the development of meat advertising and the changing values of meat rounded off the event.

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