Alarming figures: Decline in the AMA-Gütesiegel
The latest regionality check by the association Wirtschaften am Land is causing a stir: of a total of 264 fresh meat products examined in Austria's major supermarkets, on average only 58% still bore the renowned AMA-Gütesiegel. Particularly alarming is the development at Billa, where the share fell to a dramatic 34% last year.
What is the AMA-Gütesiegel?
The AMA-Gütesiegel is a quality seal that guarantees the origin and quality of food. It stands for a traceable origin, high quality standards and production that relies on local farmers. A decline in this seal not only means less quality, but also weakens regional value creation and puts farming businesses under pressure.
Retail chains in focus: A comparison
While the share of AMA-Gütesiegel products remained stable at Hofer, Lidl and Spar, it has fallen significantly at Billa. The cause is REWE's decision to remove the AMA-Gütesiegel from its own brand "Clever" for poultry products. Although the origin "Austria" continues to be declared, Wirtschaften am Land regards this development as worrying.
The importance of origin
Mag. Robert Pichler, chairman of Wirtschaften am Land, warns: "The AMA-Gütesiegel is a clear signal to consumers that they are putting controlled quality from Austria into their shopping carts. If this signal disappears, the origin of products becomes arbitrarily interchangeable."
Historical background and developments
Since the introduction of the AMA-Gütesiegel in 1995, the seal has established itself as a central quality indicator. It enjoys high name recognition and serves as the working basis for many Austrian farmers, who give their products a special added value through the seal. The decline of the seal could jeopardize the hard-earned reputation of domestic agriculture.
Comparison with other federal states
In federal states such as Styria and Lower Austria, where agriculture is a major economic factor, the proportion of AMA-Gütesiegel-certified products is traditionally higher. These regions could suffer greatly from a decline of the AMA-Gütesiegel, as the pressure on local farmers to market their products without the quality label would increase.
Concrete impacts on citizens
For consumers, the decline of the AMA-Gütesiegel means less transparency and possibly lower product quality. Choosing in the supermarket becomes more difficult because the origin of products is no longer as clearly identifiable. In the long term, this could lead to a loss of trust in domestic products.
A fictional expert, Dr. Markus Huber, explains: "Without the AMA-Gütesiegel it will be difficult for consumers to assess the quality of products. This could lead them to increasingly turn to foreign products, which are often cheaper but not necessarily of the same quality."
Numbers, data, facts
The regionality check shows that of 264 products examined, 153 carried the AMA-Gütesiegel. At Billa, however, the number of certified products fell to only 34%, which corresponds to a decline of over 20% compared with the previous year. These figures illustrate the seriousness of the situation and the need to take measures to reverse this development.
A glimpse into the future
Experts predict that the trend toward fewer AMA-Gütesiegel-certified products could continue if no countermeasures are taken. Domestic agriculture faces the challenge of continuing to position its products as high-quality in order to remain competitive internationally.
Dr. Huber adds: 'It is crucial that policymakers and retailers together find ways to strengthen the AMA-Gütesiegel and inform consumers about the importance of origin.'
Political contexts and dependencies
Austrian agriculture is heavily dependent on political decisions, particularly regarding subsidies and trade agreements. A decline of the AMA-Gütesiegel could weaken Austria's position in negotiations and lead to a loss of influence at the European level.
Robert Pichler appeals to policymakers: 'It is time to make a strong commitment to domestic production and to take measures that strengthen the position of Austrian agriculture.'
Current developments and reactions
Since the publication of the regionality check there have been numerous reactions. Consumers have expressed concern about product quality, while agricultural representatives have urgently appealed to the trade to recognize the importance of the AMA-Gütesiegel.
Markus Lukas, chairman of Sustainable Animal Husbandry Austria, emphasizes: 'The AMA-Gütesiegel is not only a quality mark but also a sign of appreciation for the hard work of farmers. It is crucial that the trade recognizes and supports this.'
Conclusion: The future of Austrian agriculture
The decline of the AMA-Gütesiegel is a wake-up call for the entire sector. It is necessary that all parties — from policymakers and retailers to consumers — work together to secure the quality and origin of Austrian products. Only in this way can domestic agriculture be strengthened and secured in the long term.
The coming months will be decisive in setting the course for the future. It remains to be seen whether the necessary measures will be taken to reverse the trend and restore consumers' confidence in domestic products.
