Because we want to drink healthy milk, quality milk, not the degenerated milk you find in almost every supermarket today.
Quality milk has been replaced evermore by so called ESL milk, treated with higher temperatures, loosing vitamines, proteins and taste. (ESL: Extended Shelf Life) .
We want to be able to buy fresh milk it in our neighbourhood.
Does ESL milk taste as good as fresh milk? We believe, it doesn't at all. It has a thin taste of burned protein. Some dairy producers try to "overlay" this boiled milk taste. Younger people say: We don't know how the milk tasted years ago.
The reason for large dairy companies and multinational supermarket shareholders to replace fresh milk with ESL milk was to make more profit. As ESL milk can be stored much longer, dairy companies and supermarkets can reduce their efforts in milk transport and sales logistic - while keeping the prices as high as before, thanks to full control over the price. Good for their income but NOT GOOD FOR FRIENDS OF FRESH MILK.
EU does nothing
The European Union has done nothing to make a clear labeling of ESL milk obligatory within the EU Member States.