Many things are a contradiction in terms when you think about it. It's best to buy milk directly from the farmer, then you know what you're buying, how the animals are doing and you only pay a fraction of the price.
I assume you're talking about meadow milk. You must have misunderstood something. The point here is not that it comes directly from the meadow, but that the animals have regular grazing on selected meadows ;)
With TerraSuisse meadow milk, IP-Suisse farmers are promoting grassland-based Swiss milk production that is appropriate to the location.