In Switzerland, the demand for chicken meat is soaring, particularly among young people aged 15 to 30, who perceive it as a healthier and more sustainable option compared to other meats.

This surge in popularity has led to a potential supply shortfall, with local production struggling to keep pace.

In response, Migros subsidiary Micarna plans to build a new poultry slaughterhouse in Saint-Aubin to replace an older facility.

However, environmental activists, led by Greenpeace, are opposing the project, citing concerns over increased traffic, water usage, and transparency in sales processes.

Despite these objections, the demand for Swiss chicken continues to outstrip supply, prompting companies like Bell Group to seek more local farmers for poultry production.

The debate highlights the tension between growing consumer preferences and environmental sustainability efforts.