in REWE stores by mid-2025. The reason for the enthusiastic shift? While there are many different theories, the prevailing wisdom in Germany is that the kids are alright. “Among the young people, you can see a cultural change, because they are much more aware of what they eat, how they consume,” Inka Dewitz, senior program officer for international food policy with Heinrich Böll Stiftung, a German think tank, has said. Whatever the reason for the shift, former Rügenwalder Mühle CEO Christian Rauffus likely isn’t surprised by the outcome. Just over a decade ago, he told a re-porter from German newspaper Die Welt that “sausage will be the cigarette of the future,” adding that, though the change worried him as a meat executive, “I think it’s perfectly reason-able to eat meat in moderation.” “My generation is perhaps the first in human history to be able to eat meat every day. And I predict it will also be the last,” he said in 2014. “Because younger generations don’t want to do that anymore.” Some even call [Berlin] the vegan capital of the world, and with good reason. —Leif Rehder, USDA agricultural spe-cialist, writing about the changing food culture throughout Germany.
Alt-Meat May 2025: Page 5
