Press Release 21st January 2026

Since 2020, BILLA has been the only food retailer to offer fresh meat sourced exclusively from Austria – including chicken and turkey

With its decision to exclusively source fresh meat from Austria, BILLA has taken on a pioneering role in the Austrian food retail sector in 2020. In the current debate surrounding the Mercosur Agreement, BILLA makes it clear: All BILLA, BILLA PLUS and BILLA Kaufleute stores sell only fresh meat from animals that were born, raised and processed in Austria. This applies not only to beef, veal and pork, but to all meat categories – including chicken, turkey, duck, goose, game and lamb. The Mercosur Agreement will not change our commitment to Austrian agriculture. BILLA is the first and so far only food retailer in Austria to offer fresh meat – including poultry and promotional items – exclusively from Austria.

A group of brown and white cows lounging on a grassy hill with a backdrop of dense green forests and a clear blue sky.

All BILLA, BILLA PLUS and BILLA Kaufleute stores sell only fresh meat from animals that were born, raised and processed in Austria. / Copyright: © Christian Dusek, Reproduction for PR purposes free of charge

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At a glance

No back door for chicken and turkey from abroad: In Austria, turkeys and chickens have significantly more space by law than in other countries and are therefore kept at higher costs. BILLA stands by Austrian agriculture and only sells Austrian poultry – not cheap imports.
No change due to Mercosur: BILLA and BILLA PLUS already offer chicken, turkey, pork, beef, veal, duck, goose, lamb and game that is 100% born, raised and processed in Austria.
Animal welfare is well received by customers: across the entire fresh meat range, products from Ja! Natürlich and ‘Fair zum Tier!’ have exceeded the 50% mark in sales figures.
BILLA also focuses exclusively on fresh meat and poultry from Austria for its promotions.

Erich Szuchy, BILLA CEO: "Six years ago, we made a clear commitment to Austrian agriculture and greater animal welfare. We will continue to stand by this in the future. We are the only food retailer in Austria that exclusively offers fresh meat from Austria. In addition, we have invested in our animal welfare programmes. Animal welfare is no longer a niche issue at BILLA. Across the entire BILLA meat range, Ja! Natürlich and “Fair zum Tier!” products account for over 50% of sales revenue."

The animal welfare initiative for better husbandry standards

For decades, BILLA has been working with committed partners in agriculture to improve conditions for farm animals in a sustainable manner. With Ja! Natürlich in the organic sector and with the animal welfare label ‘Fair zum Tier!’ in the conventional sector. Ja! Natürlich is the only organic brand in Austria to guarantee free range for the majority of animals around the clock, all year round, as well as the highest animal welfare and organic quality.

‘Fair zum Tier!’ stands for improved husbandry standards, such as more space and outdoor access, comfortable stable design with straw-covered lying areas, daylight and the provision of suitable enrichment materials. All animals must be fed in a species-appropriate manner and without genetic engineering. Feed that cannot be produced by the farm itself and is purchased must be GMO-free and originate from Europe.