According to Austrian Times, as a result of cooperation between the producers and suppliers, Wech is now able to implement the changes and since the beginning of the year have been the first company in Austria to feed their animals on completely GM free products.

Genetically modified crops are fed to farm animals throughout Europe and the rest of the world. Genetic engineering normally takes place to increase yield and strength of crops but raises both ethical, environmental and health concerns.

Managing director of Wech, Dr Karl Feichtinger said, "We are very happy that our idea has been supported because we can now guarantee our customers that not only is our produce 100 per cent Austrian but also 100 per cent free from genetic modification."

The GM free meat is now on the shelves of Billa, Merkur, Sutterlüty and Hofer. The high-quality products are easily recognised as they have a bright green label that reads "produced without genetic engineering". An area where demand for GM free meat has not spread however is restaurants.

The family-run company has taken up residence in Carinthia with its headquarters in St. Andrä im Lavanttal since 1958. The business has engaged since then in the rearing, slaughtering and sale of quality Austrian poultry. The company has been particularly successful due to its strict production methods which guarentee farmhouse fresh and Austrian reared chicken and turkey. Wech can now add GM free to their list.

Despite being one of the most modern and successful companies in Austria with high technical hygiene and production methods, their philosophy has not greatly altered from its earliest days. Fundamentally the company believes in maintaining a respectful partnership with more than 270 poultry farmers, traders, and staff and of course the two million consumers who enjoy Wech products at least once a week.