*Appendix A.1. Rewind*

The video starts with a girl receiving a postal package that contains traditional cheeses from Southern Italy. The girl is shown so excited while unwrapping it that she decides to eat one of the products. At the moment of tasting, a scene change takes place, and the entire production process is shown in reverse (hence, the name Rewind), that is, from the end product to the raw materials. The main video sequences include the landscapes

of Southern Italy, the animals grazing freely, the cow milking and the detailed cheese production phases—from the milk curdling to the cheese seasoning and marking.

### *Appendix A.2. The Myth*

The video starts with a voice-over narrating a legend (hence, the name The Myth). The Godhead gifted the human beings a harmonious and clean planet, the Hearth. Humans soon started harnessing nature, dealing with disastrous consequences. Several images of fires, natural landscapes polluted by garbage heaps and melting glaciers are shown. Displeased by their behaviour, the Godhead decides to punish them by erasing their memories. Five grea<sup>t</sup> sages decide to redeem humankind by starting the production of local cheeses using traditional techniques as a way to live in harmony with nature and preserve memories. Therefore, several images of natural landscapes, pictures of ancient villages in Southern Italy, animals grazing in pristine areas and cheeses produced with traditional techniques are shown.
