The main objective is that the videos give consumers an insight into how the milk they drink is produced. It shows what life and work on farms in the region is really like, increasing the connection between producer and consumer. Christine Licher from the association speaking to The Local said she hoped this will improve the image of modern farming practices in Germany: “The videos show that the milk producers truly care about the wellbeing and health of their herds. They often have a personal relationship with each individual animal”