Intensive animal husbandry and the way in which food is produced have increasingly become the focus of social attention in recent years in view of ecological, climatic and animal-ethical contexts. In inverse proportion to the decline in the number of farms and employees on farms in rural areas, the profession of farmer has become a media-present and culturally charged projection surface. Barbara Wittmann's study focuses on the farmers themselves and analyzes and contextualizes their positions on society, economic, ecological and animal-ethical problem complexes. It shows that our image of conventional production has to be thought of in a much more complex and less normative way.