Handover in the management of AMA-Marketing: Christina Mutenthaler-Sipek takes over the agenda from Michael Blass
After the conditions on an AMA poultry farm in Styria became known, AMA Marketing wants to strengthen its control mechanisms.
“For us, the goal is to continuously improve effectiveness and learn from every opportunity,” outgoing AMA marketing director Michael Blass told the APA. The emphasis should be on unannounced checks, for example. However, the allegation that the exams were toothless is rejected.
In mid-December, a case of severe animal cruelty became public on a chicken farm in Styria. The fact that this is not an isolated case was proved by the VGT (Association Against Animal Factories) using two further test videos from other companies that carried the AMA seal of approval at the time of the registrations. Although the AMA reacted by blocking the operation in question, criticisms were voiced, especially against its control system. Rewe International board member Marcel Haraszti is said to have accused the AMA of a “clear failure”. AMA Marketing takes this and similar criticisms very seriously, said the designated head of the AMA, Christina Mutenthaler, who will succeed Blass from January 1, 2023. According to her, the AMA will implement further measures to strengthen the control system in the future. In particular, they want to increase the ratio of announced to unannounced checks. There is also potential for improvement in the area of prevention, where further counseling options are to be launched. In addition, there is a desire to exchange more information digitally with other regulators, such as doctors. “We see a big influence in data networking,” Mutenthaler says.
Even now, however, there is “a very tight network of control”. The AMA conducts approximately 15,000 inspections each year. This year alone, around 50 companies were excluded from approval programs during testing. Furthermore, it must be seen that 99 percent of companies in Austria work carefully and observe proper animal husbandry. And: “There is no such thing as 100% security.”
High cost pressure on farmers
When asked whether laws to improve animal welfare in Austria were being implemented too slowly, Mutenthaler referred to the particularly high cost pressure for farmers at the moment. These would always operate in an international context and would have to prove themselves against local competition. The implementation of measures such as the abolition of fully slatted floors, which – in the eyes of critics too late – should be implemented in 2039, would therefore take time. At the AMA itself, for example with animal welfare modules like the “Pig Master Plan,” the new CEO pointed out that deadlines were way ahead of those deadlines.
The AMA sees an opportunity to strengthen domestic quality manufacturing in food origin labeling. There has been movement in this context with a regulation for public kitchens. This is welcomed, but from the point of view of the AMA further transparency efforts would also be desirable in the direction of gastronomy. According to Mutenthaler, 1,600 companies currently operate under the AMA quality seal for gastronomy: “We have a potential of 10,000 companies that could take part in our program.” But this can only be done voluntarily.
Trade in responsibility
Mutenthaler believes that high food prices in general have a major impact on the domestic food market. According to our surveys, purchase volumes have recently decreased by 9% and the frequency of purchases has also dropped dramatically. Especially when it comes to the price-sensitive meat product, consumers are increasingly turning to cheap products and discounts. In the long run, however, there is optimism that people will be willing to pay a reasonable price for high-quality food. Blass believes the trend towards greater responsibility for how things are made and bought will continue.
An imbalance of power between Handel and agricultural enterprises, as repeatedly criticized by former minister Elisabeth Köstinger (ÖVP), Blass sees only to a limited extent. “Austrian retail is the most important partner for agriculture and is the most important partner for processors.” If you compare the standards that have been achieved through this cooperation with other countries, you can see what the Handel strip. However, there is Handel an oligopoly for many years. Especially in times of high inflation, it is therefore important that the large chains conscientiously assume the resulting responsibility. AMA Marketing sees itself as a mediating element here, as Mutenthaler added. We want to continue playing this role in the future and expand it in the long term. (WHAT)
