Further information on the initiative can be found here: www.initiative-fleisch.de

We are part of the Meat Initiative because we believe that only by working together can we find the right answers for the future of our industry. Direct exchange helps us to identify opportunities, honestly address challenges – and get things moving together. 

The initiative provides a framework in which we can talk openly about the role of meat: about how enjoyment and responsibility go hand in hand. How health, the environment and cultural diversity can be combined. A space in which we can exchange ideas and listen to each other. Because only if we take an honest look and allow other perspectives can we constructively address the challenges of our time and find new ways forward. 

Meat consumption raises many questions. And that is precisely why many answers need to be heard. The Meat Initiative brings people together: consumers who want to make more informed decisions. Experts who explain complex issues in an understandable way. And critical voices that encourage us to take a closer look.

We come from a tradition in which responsibility is not only assumed, but lived. And that is precisely why we want to make our contribution to a sustainable industry. The Meat Initiative accompanies us on this path – transparent, open and ready to tackle even uncomfortable issues. Our goal: to take responsibility together. For today. For tomorrow. For everyone.