The AMA Lukullus – the “Oscar” of the meat industry
The AMA Lukullus has been awarded by AMA Marketing for 25 years and is regarded as one of the most important distinctions in the Austrian meat sector. It honours not only products, but also initiatives, businesses and individuals who set benchmarks in quality, origin assurance and animal welfare.
In the category “Outstanding achievements and exemplary commitment”, individuals are recognised who have shaped the industry over many years – this year the choice fell on our Managing Director, DI Dr Karl Feichtinger.
A life dedicated to Austrian poultry
For more than three decades, Karl Feichtinger has played an active role in shaping the Austrian poultry industry. Under his leadership, WECH has developed from a regional poultry business into the most important poultry company in the south of Austria and into an AMA-certified full-range supplier of chicken and turkey.
What has shaped this journey:
Consistent focus on quality: For many years, WECH has relied on strict production and organisational guidelines, in-house controls and independent AMA inspections. WECH turkey meat bears the AMA quality seal and thus guarantees 100% Austrian origin.
Vertical integration: Karl Feichtinger has built a system that covers everything from the chicks and the family-run poultry farms through to processing and marketing. This seamless value chain ensures maximum transparency and traceability.
Partnership with farming businesses: Around 200 poultry farmers now supply WECH. Long-term partnerships and fair conditions are a declared aim – an important building block in securing domestic production against cheap imports.
Animal welfare and origin as matters close to the heart
In public appearances, Karl Feichtinger has been emphasising for years how important stricter domestic standards and clear labelling of origin are – for example in relation to GMO-free feed or stocking densities in the sheds.
This approach is also reflected in WECH’s positioning:
Austrian quality poultry with clearly traceable origin
Focus on animal welfare and resource-efficient production
Investments in renewable energy and modern housing systems in order to link production with climate responsibility
What this award signifies
With the AMA Lukullus 2025, AMA Marketing is honouring a lifetime achievement that can be summed up in three words: quality, responsibility and pioneering spirit. The award stands for:
trust in domestic poultry
the courage to consistently prioritise quality over short-term cheap solutions
the interaction between farming businesses, processing, retail and consumers
Conclusion – from the perspective of DI Dr Karl Feichtinger
“When you receive such a wonderful award, you must clearly have done quite a few things right – and I am, of course, very pleased about that.
For me, however, it is clear that this success is only possible with a fantastic team like you, and with long-standing partnerships with our farmers, our customers and the many organisations around us.
Even though my name is on the Lukullus, I see this award as recognition for all of us.”
