Abstract

Animal welfare is an importantsocietal issue in Switzerland. Policy makershave responded with a strict legislation onanimal protection and with two programs topromote animal friendly husbandry. Alsoprivate actors in the meat industry initiatedprograms for animal friendly meat productionto meet consumers' expectations. Labeled meathas a market share of over 20%. Depending onthe stakeholders responsible for the labels,their objectives vary. While retailers want toattract consumers with meat produced in ananimal friendly and environmentally compatiblemanner and with products of consistently goodsensory quality, producers want to keep marketshares and increase their revenues.