Swiss voters are casting their ballots in not one, but two votes which campaigners say will promote ethical and sustainable food.
The votes follow scandals in the last few years over horse meat in lasagne and the destruction of rain forests to make way for palm oil and cattle ranching.
And they reflect growing consumer interest - not just in Switzerland but across Europe - in where food comes from and how it is produced.
Why two votes, and what's the difference?
Switzerland's system of direct democracy means campaigners simply have to gather 100,000 signatures to ensure a nationwide vote on a political issue.
The first proposal, called "fair food", wants more government support for sustainable, animal friendly products - and more detailed labelling so consumers know what they are getting.
It also calls for a crackdown on food waste, and for imports to meet Swiss standards on workers' conditions, environmental safety, and animal welfare.
This would mean Swiss inspectors checking foreign food producers for compliance.
The second, called "food sovereignty" goes even further, calling for much greater state support for local family farms, for higher tariffs on food imports, and for foreign produce that does not meet Swiss standards to be banned.
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