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The appropriate treatment of farm animals while for a long time primarily discussed among a small group of activists is in the meantime a highly debated issue in media, politics, the meat sector and among consumers/citizens in many Western countries including Germany (Bennett et al., 2002; Heerwagen et al., 2015; Hartmann et al., 2014). The latter increasingly evaluate rearing conditions of farm animals as critical. While in 2006, 78% of the German population believed that welfare protection of farm animals needs to be improved (European Commission,