Who strolls over to the sausage counter of the country along, is often overwhelmed by all the colorful screaming signs of the discounts and special promotions. The shift in the ratio of small prices for the former luxury entices many customers to the easy-going grip, to Schnitzel, and Bratwurst, and without its real value is correct map.

A subject, the device given the current scandal about the meat producer toennies, once again, reinforced in the public consciousness.

Because although in the past a lot about ecological awareness has spoken, and the outrage over the meat giant Tönnies is large in size, are stacked in the shopping carts of many people to the bargain. The don't want to fit. However, the mere claim to a higher willingness to pay of the problem is just?

Klöckner: "There is no law on a daily basis cheap meat"

Already half a year ago, food Minister Julia Klöckner criticized the Germans for this, you would have to spend a little for your food. With less than 10 percent of the income of the Federal Republic of Germany ranks in a European comparison, in the lower third. Reuters/Fabian summer/dpa Julia Klöckner criticized the price policy of the supermarkets.

"not right yet, something," was the verdict of Klöckner, at the time, and made a clear appeal to consumers and retail: supermarkets need to stop with their aggressive pricing policy, especially in the case of meat products, to explain cheap deals the Norm. And consumers should question their priorities: "For an ordinary engine oil, car drivers pay a willing 40 euros per Liter, while salad oil, two euros are too much“, criticized the Minister.

also read: Born for the slaughter: the mind of a pig in its Pig-life-and-feel

In the course of the Tönnies scandal, the Minister renewed their demands last week and announced legal steps against the trade: "I'll currently legally examine the extent to which it is possible for advertising with lock offered the meat to the curb," said the CDU politicians of the "Frankfurt General Sunday newspaper".

appreciation for animals and the people in the industry could not occur if the dumping prices to the agenda. "There is no right to a day of cheap meat," said Klockner.

requirement of consumers is wishful thinking

But such claims - in particular, to the consumer - are realistic? From the point of view Achim Spillers rather not. As the wishful thinking of a Professor of Marketing for the food of the University of Göttingen Klöckners appeal to the consumer.

also read: "pigs jam" in the barn: after Tönnies closure is flesh-Perversion is visible

In the inventor country of the Discount system would have been a lot of people, even before the animal accustomed to welfare and organic production as social issues established, at affordable prices for acceptable quality. A self-contained Shift in the buying behavior of Spiller, therefore, holds for the excluded – "the market is failing at this point," he explains. The more he sees the policy.

food screw tax on animal products

One of the elements of the policy can turn, is a targeted tax procedure. Spiller speaks of a "steering tax on animal products", for example, on the VAT. In order for consumers to not only pay for all the products concerned, but also specifically in the animal welfare or ecological agriculture is invested, could be used in additional tax revenue for the promotion of appropriate projects.

with the rise in the price of consumers ' awareness would be sharpened, and with every purchase you would make a small contribution. The expert is expected to have a positive effect on the demand behaviour of consumers. With the increased Climate awareness and an increased interest in animal welfare within the company, such action could well be justified.

Transparent food labeling

A further adjustment a simple and reliable marking screw. To make informed choices, consumers need the necessary information, but the missing are currently found on many products, or just hard to come by. However, there is little desire and time to hire in the supermarket in front of each handle to the shelf, there's a time-consuming Search.

The current "Label clutter" in German supermarkets is for scientists Spiller can be a Nuisance. Intransparent and inconsistent imprints on food would make it customers impossible to detect whether or not your purchase a positive contribution – be it in terms of Animal welfare or environmentally.

you can also read: "flesh-mob with disgust-Tricks billion": A measure to bring the industry under pressure

Spiller argues for a "uniform and consumer-friendly labelling", as it had managed the policy with the planned introduction of the so-called Nutri-Scores already. The colorful color and letter scale gives information about the nutritional quality of a product. "State certificates and enjoy high-trust", adds Spiller.

As a bundle of measures of the political changes from his point of view can encourage a learning process amongst consumers.

This article has already appeared in a previous version on 14. January FOCUS Online "prospects" in FOCUS Online

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Date Of Update: 13 July 2020, 07:27