Meat consumption has become a contentious issue among the Swiss population. The emotional character of the debates surrounding the necessity for a change of habits, namely a reduction in consumption and a shift in the kind of meat we eat, reveals its particular place in our societies: as a symbolic food with roots in our affective economies, as involved in the creation of a shared culture and national identity, and as a political object used to defend different views. To date, research in sustainable consumption has given much attention to environmental- and animal-friendly groups and their practices. However, certain interest groups have been voicing the right to meat, or promoting alternative forms of meat consumption. In this paper, we seek to understand the affective dimension of ‘no', ‘low' and ‘pro' meat consumption initiatives in the Swiss context. Based on a qualitative study and an understanding of emotions as part of social practices, we draw out what affects and related moralities are being mobilized by prescribers and how they are picked up in practice. By doing so, we contribute to further understanding the emotions and moral registers linked to different approaches to meat (non)consumption, their role in promoting certain practices over others, as well as the dynamics that make reducing meat consumption such a contentious issue. We conclude by discussing the need to take emotions and related moralities seriously as a crucial step towards understanding opportunities for ‘healthy and sustainable' food practices.