Three out of four German consumers want to know where their food comes from and how it is produced. Especially when it comes to meat and fish, in addition to labels and test marks, information about the husbandry, production and origin of animals and raw materials (such as animal feed) is becoming increasingly important. Fair working conditions and resource-saving production become purchase criteria.

Pioneers in meat and fish processing companies are reacting and working towards higher standards along their supply chains: for improved animal welfare, protection of fish stocks, protection of soil and biodiversity and the promotion of more sustainable meat and fish consumption. As processing companies, they also make their contribution to species-appropriate forms of husbandry, avoiding deforestation through sustainable sources of animal feed, sustainable aquaculture or the combination of organic farming with animal husbandry according to organic standards.

Digital innovations in agriculture and sustainable farming practices as well as in product labeling and consumer information are helping in the gradual transformation of the industry. More and more consumers are giving up meat and fish. They switch to alternatives and expect support from manufacturers. Plant-based substitute products as an alternative source of protein are becoming increasingly popular and are gaining larger parts of the market. Many traditional meat processing companies already offer meat-free alternatives as a matter of course. New technologies such as in vitro production will enable slaughter-free meat production with significantly reduced resource consumption. Germany is one of the largest and fastest-growing markets for substitute products in Europe.

The industry includes, for example, meat and fish processing, the use of alternative proteins and the production of meat substitute products.