LONDON: The sale of reindeer meat has been met with anger and antagonism by Viva! UK, an organization that promotes a vegetarian lifestyle. Retail giant Lidl was slammed today by Europe's largest vegetarian organization for offering reindeer meat to Christmas shoppers. According to a press release from Viva!, they are calling on the company to withdraw sales of the meat, due to the cruelty inherent in modern forms of herding, as well as slaughter methods that may be illegal in the UK. “Due to increasing demand for reindeer meat, traditional methods of herding in Siberia and Nordic countries where they are found, have given way to chasing reindeer on snowmobiles and motorcycles, as well as helicopters,” the statement reads. “This and lassoing, according to animal welfare experts, causes huge amount of stress for these animals. They can become so distraught that their muscle may literally waste away.” Lidl are currently stocking Siberian reindeer leg steaks. Viva! campaigns manager, Justin Kerswell, said in a press statement that the organization is “very concerned about the exploitation of wild animals for meat. “As well as being chased by snowmobiles, and perhaps even by helicopters, their misery doesn't end there. Siberian reindeer may be being killed in a way that could be illegal in the UK, by having their spinal column severed with a sharp implement. This could take several attempts and may cause paralysis which may not immediately be fatal, and may potentially cause a long, lingering and painful death,” he added. More than 70 per cent of all reindeer slaughtered for meat are calves that have grazed during the summer, which means they never even get to see snow. “When most people in the UK think of reindeer they think of Christmas, so it is shocking to think that most reindeer killed for meat never even see the snow and are turned into ‘novelty' meat products,” added Kerswell. “Whether you celebrate Christmas or not, can anyone really justify this torment for just a bit or twisted festive fun? We urge consumers to reject reindeer meat, and for Lidl to set an ethical example of goodwill by dropping it from their stores. Of course, eating any animal causes suffering, so please consider going veggie this Christmas.” BM
