The outrage was very similar when a second meat scandal occurred in Sweden when fair trade marked high quality beef was substituted with a imported cheap alternative. No one likes being made a fool and paying 2-3 times the actually value, and different quality of meat has different amount of nutrition, water content, risk of human transferable diseases, toxics and antibiotic/environmental footprint. Most people also have a strong dislike of fraud, and do not like the knowledge that their money got into the hands of criminals.