In a bold move to reshape perceptions about meat consumption in Switzerland, butcher Michael Vogt is on a mission to educate the public about the value of all parts of the animal, not just the prime cuts. On April 4, 2025, Vogt, alongside Swiss business organizations, launched a campaign aimed at promoting sustainable meat consumption while vehemently opposing what they term the "Nanny State"—a government approach they believe is encroaching on personal freedoms.
Vogt, 47, who took over a disused slaughterhouse in Staad SG four and a half years ago, has become a vocal advocate for meat education. "I want to show people that the whole animal is valuable," he stated, highlighting a common trend among consumers who prefer only filet cuts. His approach emphasizes not just the nutritional aspects of meat but also its role in sustainable farming practices.
The campaign, which features the slogan "Bin kein Baby" ("I'm not a baby"), seeks to awaken consumers to the increasing regulations affecting various aspects of life, including meat consumption. The Swiss Business Federation (SGV), Gastrosuisse, and the Swiss Retail Federation are the driving forces behind this initiative, which aims to push back against what they perceive as excessive government intervention.
At a media conference held on the same day, Vogt appeared alongside fellow campaigners, including baker Jean-François Leuenberger, SGV Vice President Daniela Schneeberger, and Babette Sigg, president of the Consumers Forum. "We want to shake Swiss consumers awake," Schneeberger declared, emphasizing the importance of personal choice in a democratic society. Sigg echoed these sentiments, noting that the increasing restrictions on consumer freedoms are a significant concern.
Vogt's passion for meat is evident in his business, where he specializes in cuts from older Swiss mother or dairy cows, which he believes contributes to a more sustainable model of meat consumption. "We want to make meat consumption in Switzerland more sustainable," he remarked, underscoring his commitment to responsible farming.
The campaign also addresses a broader societal issue, as the organizations involved argue that citizens are increasingly being stripped of their rights to make personal choices. They cite various examples of proposed bans and restrictions, including those on gravel gardens, fireworks, church bells, driving, alcohol, sugar, and, of course, meat. These concerns resonate with many Swiss citizens who cherish their freedoms.
Leuenberger, who has been in the baking industry for years, expressed frustration over the increasing burden of food regulations. He pointed out that the government has become an adversary to certain ingredients, such as sugar, which he views as detrimental to his craft.
As for Vogt, he remains optimistic about the future of meat consumption in Switzerland. He does not believe a meat ban is imminent, but he acknowledges that meat is often portrayed negatively. "We need to talk about it because animal husbandry is valuable for both humans and nature," he stated, reinforcing the idea that meat should not be equated with harmful substances like alcohol or tobacco.
The campaign's provocative slogan, "Bin kein Baby," is designed to challenge the status quo and prompt discussions about the role of government in personal choices. The group aims to remind Swiss citizens that they are a free-spirited people who should be able to make their own decisions without undue influence from the state.
Schneeberger emphasized that the campaign is not about overturning democratic decisions or opposing reasonable regulations, such as smoking bans in restaurants or seatbelt laws in cars. Instead, it seeks to stem the tide of what they see as an ever-growing list of prohibitions that threaten their way of life.
The campaign also coincides with ongoing discussions about proposed advertising bans in Zurich and an upcoming national vote on a potential ban on fireworks. These issues illustrate the broader context of the campaign, as many Swiss citizens feel that their freedoms are under siege.
Vogt's message is clear: he wants to foster a more informed dialogue about meat consumption, one that acknowledges the value of animal husbandry and the importance of sustainable practices. He believes that education, rather than regulation, is the key to achieving a more balanced approach to meat consumption in Switzerland.
As the campaign gains traction, it remains to be seen how the public will respond to these calls for action. Will Swiss consumers rally behind the message of personal choice and sustainable consumption, or will they continue to allow the government to dictate their dietary preferences? The outcome could shape the future of meat consumption in Switzerland for years to come.
