The aim of beef.ch is to promote dialogue between farmers and consumers, between town and country, to strengthen the reputation of beef production as an important branch of agriculture and to bring it closer to a broader population. Consumers should gain insight into the quality thinking of the Swiss meat industry.
The first beef was held in Langnau in 1996. This was the first exhibition in Switzerland that presented only beef cattle. Suckler Cow Switzerland, formerly SVAMH, then numbered 1700 members. The beef'96, with its 1000 visitors, was run on a small, familiar scale but it represented a milestone for Swiss suckler cow breeders.
In 1999 the beef.ch, the Weidfäscht (pasture festival) on the Pfannenstiel, came into existence and was a great success from the outset. The beef.ch on the Pfannenstiel, repeated in 2001, 2004, 2007, 2010 and 2013, became the heart of all beef events. In the intervening years, the beef events wandered about Switzerland as a regional exhibition. They represent the largest beef cattle exhibitions in the country. Since 1996 20 beef events have taken place, attracting a total of over 700,000 visitors.
From 2016, the split between national and regional beefs was ended. Each year, unique occasions for experiencing and enjoying beef are to be organised in several regions and on various dates. At least one of the events should take place in an urban centre, as with the previous regional beefs.
In 2019, the first volume of the children's story featuring Lea and Ben was published. The children's booklet serves as a communication tool and is used at fairs and events. The story of Lea and Ben has been a great success. This is why a new version was launched in 2022. Further volumes are being planned.
The children's characters Lea and Ben also accompany visitors on the adventure trail. In 2021, the first circuit was opened in German-speaking Switzerland, followed by the French-language path in French-speaking Switzerland in 2022. The locations are changed every 3 years.
In 2023, the Board and the General Meeting of Beef Cattle Switzerland and Beef Event decided to merge the two associations. From July 2023, all projects will run together under the umbrella brand Beef Cattle Switzerland.