Enjoy your meal - in an environmentally friendly way!

In the wake of numerous reports, findings and discussions on the negative effects of intensive livestock farming and high meat consumption on the environment, health and animal welfare, one would expect that a meat-heavy diet would be a thing of the past. Numbers, however, do not reflect this expected trend; instead of Germany’s annual meat consumption declining as hoped, it has been stagnating at a high level for years.

The needed transformation which, aside from lower consumption levels and a more sustainable product-choice, also demands a change in livestock husbandry- to generally lower levels-, is complex. It comprises many elements and depends on the support of various actors. Consumers bear a great deal of responsibility in this area due to their eating and purchasing behaviour, making them key players in the transition to a new diet. Every day one decides anew what to eat and which products to buy.

Less meat consumption reduces environmental impacts of private consumption

Dietary changes can bring about the highest, food-related relief for the environment. This has been shown by a Swiss study, the results of which are also applicable to Germany. Meat consumption plays an important role here: eating a vegetarian diet reduces the environmental impact from consumption of private households by ten percent overall.

Nonetheless, the environmental impact is not only dependent on meat consumption; a diet that

• reduces animal produce including meat, milk and eggs;

• contains fewer luxury consumables such as alcohol, coffee and chocolate; and

• avoids greenhouse-grown vegetables and products imported by plane

can reduce the environmental impact of a household’s total consumption by about 13 percent.

Consumers can also choose to buy the more expensive organic meat or a cheaper piece of meat from conventional intensive livestock farming. Do you buy an entire chicken or only the fancy breast fillets?

The ingredient of parsimony

In addition to these two courses of action, one can also seize the opportunity to save money. This means,

• not buying any more than one needs,

• not planning bigger portions than needed; and

• integrating leftovers in meal-plan instead of throwing it out.

If less is consumed, less needs to be produced.

Responsibility of politics

The regulatory framework in which consumers act is set by politics. For the desired development, the framework has to be such that all relevant actors along the value chain can act in the sense of the desired transformation to animal welfare and environmentally-friendly food. Laws, for example, provide the framework for livestock farming, animal transport and slaughter, whilst also integrating EU requirements regarding nitrate.

Those responsible in politics and administration should actively use the instrument of public procurement for this transformation including more organic food in commercial kitchens and more attractive dishes with less meat on the menu. This system lever is often underestimated, for it not only has a direct effect in the respective facilities with communal catering, but also generates an effect on demand in the value chain. Certain offers are only made possible through big enough demand, which then only makes them available to other actors.

Political approaches using pork as an example

In the Trafo 3.0 project, experts from Oeko-Institut have developed approaches for transforming pig and pork farming:

1. Using social trends

   An example of a relevant trend in meat consumption and meat production is the willingness to pay a higher price for meat from animal-friendly husbandry. In order to push this, politicians can create the necessary transparency through the obligatory declaration of husbandry conditions on products and a strict national animal welfare label for instance. Regional products are also becoming very popular and could hence also develop into a trend. Here, politicians could provide incentives for the re-establishment of regional value chains.

2. Fostering innovation

   Digitalization is already being used in innovative ways for direct marketing. Regional institutions (e.g. associations, local authorities) could incorporate this further by launching digital platforms that increase the reach of small businesses and make them more visible. Long-term breeding programs could also be established with breeding objectives, which focus not only on performance, but also on animal health, robustness and motherliness.

3. Ending unsustainable structures

   Policy makers should set clear exit targets for unsustainable farming systems in livestock production and develop an implementation strategy that includes a transparent timetable and a financing plan for the farms and regions concerned.

4. Using time windows

   Crisis situations often offer the opportunity for change. Farm handovers and succession arrangements can also be used to convert to organic farming. The institutional advisory services for agricultural enterprises should actively use this.

Conclusion: There are already numerous approaches on how to support the desired transformation. Many actors and levels of action are required. Consumers can do their part by eating less meat, eating meat produced under more environmentally friendly and animal-friendly conditions, eating more organic produce, and avoiding waste through frugal consumption. 

Dr. Dietlinde Quack is an expert on sustainable consumption and products and works in the "Products and Material Flows" department of Oeko-Institut in Freiburg. She regularly writes for the Critical Agricultural Report.