Alex Birch, a farmer from Baslow Edge, Derbyshire, is struggling with the influx of tourists and influencers attracted to his Highland cattle, known for their shaggy coats and charming looks. Visitors have been engaging in activities such as hugging the cows and filming videos, which Birch finds disruptive. After attempting to report TikTok videos that seem to invite more visitors without success, he has decided to crossbreed his cattle with the less attractive whitebred shorthorn. This 'de-beautification' process is expected to take about six years. Birch's grandfather, David Thorp, who introduced the Highland breed to the area in the 1970s, is concerned about the decision, as the herd has become a local institution. Birch is motivated by the potential legal liabilities from tourist interactions, as the Peak District National Park Authority has warned against close contact with cattle due to safety risks. Despite his efforts, the appeal of his cows remains strong, leading him to take this drastic measure.