In many places animals have to live a life that is unethical and far from being species-appropriate. Worldwide demand for animal products is rising. Animals often have to bear the consequences of the increasing pricing pressure.

The Maasai in East Africa show how livestock farming can be carried out with dignity and in harmony with nature - like they have done for thousands of years. They keep their herds in natural grazing lands. The relationship with their animals is characterized by deep respect.