Every now and then, you see something that’s so genuine and grounded in truth, that it makes everything else feel like BS. This brand video for Organic Valley has that quality. It’s hard to imagine anyone not feeling good about the company after watching it.

There’s more telling than selling going on here. Specifically, about how seven organic farmers in Wisconsin became a thriving nationwide cooperative of over 2,000 family farms.

And the video’s creators understand that admitting shortcomings can be more endearing than boasting about successes. Founding employee Harriet Behar takes the credit, or rather the blame, for the company’s boring and unmemorable name. No attempt is made to make Harriet and her aging hippie cohorts more camera-friendly. They’re as real as can be, the kind of people you see everywhere in rural America, but nowhere in commercials.

The quirky, irreverent tone and DIY graphics serve as the perfect lighthearted counterpoint to the company’s earnest mission of producing eggs and dairy products in a way that’s healthier, more humane and more sustainable.

We really like brands that live out their values, and we now go out of our way to buy Organic Valley. Boring name and all.