The product milk has become controversial in the past years because a rising number of consumers are concerned about animal welfare in the industry, as well as the milk´s environmental impact. In Germany, this led to the dairy industry founding Initiative Milch to promote the consumption of dairy and start a discourse to transparently talk about the industry. This thesis analyzes the strategies the Initiative is using to legitimize the consumption of dairy and construct the human-animal relationship in their discourse. The method consists of a Critical Discourse Analysis, to analyze selected articles on the website, as well as selected pictures, that were published alongside the articles. This thesis concludes that there is a clear pattern of justifications, as well as discursive strategies identifiable in the discourse. Besides the justifications described in the 4 N Theory (Joy, 2010; Piazza et al., 2015), milk was also constructed as sustainable, discursive strategies included romanticization, othering and hiding the problem.