Press Release 18th October 2023

BILLA in conversation at CHS Villach - meat consumption in transition

As part of the new event series "BILLA in Dialog", BILLA invites experts to an open exchange of opinions on current, controversially discussed topics. The kick-off event took place on October 12 at CHS Villach on the topic of "Meat from happy (?) animals - What value does animal welfare have in our society?".

A group of people posing outdoors on a stone path, surrounded by greenery. They are dressed in business casual attire, with some standing and others kneeling in the front row. The scene is well-lit with natural light.

BILLA invited experts to an open exchange of opinions at CHS Villach on October 12 as part of the new event series "BILLA in Dialog". / Copyright: © RegionalMedien Kärnten

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At a glance

Trend: Less meat is eaten, but the demands on quality and husbandry conditions are increasing
Experts discussed what is needed to implement more animal welfare at CHS Villach
Since March, BILLA has offered only meat from animal welfare programs in its service counters and supports farmers with long-term purchase contracts.

Under the leadership of Iris Straßer, initiator and head of the network "Show Responsibility!", representatives from agriculture, consumer protection, trade and animal welfare discussed with students and teachers of the CHS Villach about changing demands on meat production and the challenges to meet them. Beforehand, the students had the opportunity to see for themselves what goes on in practice during farm visits.

"We see that animal welfare is becoming increasingly important for consumers. That's why we are the only food retailer in Austria to have converted all our service counters offering meat and sausage to 100% animal welfare quality this March," said Kurt Aschbacher, Billa Sales Director Carinthia.

"We are a strong partner of domestic agriculture and rely on close cooperation with farmers," explains Andreas Steidl, head of Billa's animal welfare programs. The conversion to animal welfare barns - which offer more space for each animal, natural daylight, and opportunities for exercise - is associated with high investment costs and thus risks for the farmers. BILLA supports the farms with long-term purchase contracts, among other things. The housing conditions in Austria are good compared to the EU, but there is still potential for improvement, the panelists agreed.