The interest and know-how of consumers not only present challenges but also unique opportunities. Small and medium-sized businesses, in particular, can set themselves apart through credible concepts, for example with mountain farmers, organic products or dairy products from grass-fed cows, thereby achieving greater acceptance when compared to conventional dairy products. After all, many consumers are prepared to pay more for local organic products. In return, customers expect these differentiated, higher-priced products to provide complete proof and, if possible, digital presentation of origin and quality.