From the history of raw milk production, it becomes clear that a financial incentive and a fair trade will help to deliver a good, high quality product. Most farmers prefer to milk only 20-50 cows rather than 350, but they are often forced by the market to invest and grow.

Milk produced without antibiotics, milk from pastured cows, milk from older cows as well as a safe hygienic production, comes at a price. In an associative relationship between consumer and dairy farmer, the consumer pays for the labour input of the farmer and the delivered quality product. Additionally, the farmer desires for continuity and sustainability, and that should ultimately be included in the consumer price. This can only be achieved within a non-anonymous market. In this direct local market, farmer and customer are on equal terms and choose each other, like in a marriage.

Foto: milk collected in Austria