A dairy cooperative in western New York is putting farmers in front of consumers in a “Return to Values” advertising campaign.

The ads tap into the local food movement that is sweeping the country.

“We want consumers to realize just how close to home their milk really comes from,” Colleen Aungst, account director for the ad agency Cenergy, told the Buffalo News.

As one ad reminds viewers, “You pass our cows every day, on the way to work in the morning, on your way home at night; they’re always there, doing what they do best.”

The ads are sponsored by the Upstate Niagara Cooperative.