Even before it opened a week ago, “The vegan butcher shop” A minor celebrity in Dresden. On social media users have been chafing ever since about the name of the meat substitute shop, about veganism and supposed dietary regulations. One of the founders, Nils Steiger, 27 and of course vegan, is caught on the cell phone when he is going to buy more rolls.
SZ: Your shop has been quite well known on the internet for a week. How did you find out about this?
Nils Steiger: I haven’t read a single article or comment yet, I just don’t have the time.
And suddenly there was a 50 meter long queue in front of the door when it opened?
It’s actually been there almost the whole time, for a week now.
What were you expecting?
We had bought 50 rolls for the opening, that was our expectation for the day. We sold them in eleven minutes.
Have you been running to the baker all the time since then?
We ordered more every day, but today they’re all gone again.
Nils Steiger, 27, runs a gym and physiotherapy and eats no animal products. Together with three others he founded the vegan butcher shop in Dresden.
(Photo: Createsome Community UG )
What is bought the most?
Sauerbraten, rolled roast and salami made from seitan, French cashew cheese and of course the schnitzel and meatloaf rolls. But actually everything is accepted, we are sold out every evening. Our two chefs do nothing but produce, but it’s not enough in the first place or the second. wait a minute… (to the bakery saleswoman:) Yes, here I am again, I’m picking up the rolls. Thanks. Do you perhaps have more lying around? Too bad.
Have you now bought the bakery empty?
At least they don’t have any rolls now.
Do you actually want to turn meat eaters into vegans or lead vegans back to meat?
Vegans are not our target group at all, we already have them on our site. The idea is that we make it as easy as possible for omnivores, i.e. people who eat everything, to get started on a vegan diet. In our society nobody has to eat meat, we get the nutritional values from somewhere else. The only reason is taste and texture – and we simply imitate that.
Does it really taste like the meat counterpart?
You can come over. The feedback from people is: yes.
Who comes to your store?
Luckily quite a lot of omnivores who are curious actually. That’s the coolest thing, even hotter than social media and all the press stuff, when they come and say something like: “It’s not that bad after all.” And that from a Saxon! That’s the most you can get.
Have people accidentally walked into your shop wanting a decent roast pork?
Yes, today two Dutchmen. But otherwise not really.
On social media, some gasped for breath because of the “vegan butcher shop” oxymoron. Why didn’t you use a V pun like the “Vetzgerei” in Berlin?
Herbert Grönemeyer said that quite nicely about the people who get stuck on the streets: In order to make things relevant, it has to hurt a little, provoke a little. The combination of “vegan” and “butchery” annoys people, and that’s how the topic got on the dining table. Children discuss with their parents, men discuss at work: “What’s that supposed to be?!” A discourse is already emerging.
Why do some meat eaters feel so offended?
This is a world view that is being shaken. You’re brought up that way and you think everything you do is right. And now suddenly someone comes and says: That’s not really right, because of the environment, because of ethics, because of health. Even the WHO has now said sothat a vegetarian diet is only beneficial. Few like to question themselves.
There was also a lot of hate…
We also received death threats. They told one of us to be hanged. But that’s normal.
Normal?
Yes, people feel attacked, but I see that more as positive feedback. I don’t just want the products to be sold, but above all that the topic should be discussed.
Have you replaced a conventional butcher for your shop?
At most, we pushed out one conventional nail salon, but that was already closed before then. Statistically, meat consumption in Germany is declining. Butchers are on the decline anyway.
More episodes of the SZ series “A call to …” can be found here.