Looking for more? 

We’re just an email away.

CrowdFarming

min

Published January 2026

Reflections on the first half of 2025 (and roadmap for the second half)

Note: I wrote this text as an internal document to share and align with the people working at CrowdFarming. Although some colleagues warned me that we’re giving away too many clues to potential copycats, I believe that sharing our plan is a way to highlight the incredible work our teams do every day to make direct sales work better.

Learnings from the first semester

In agriculture, no two harvests are the same — and therefore, no two years at CrowdFarming are the same either.

Climatic events like torrential rain, hail, or extreme heat are nothing new, but they’re hard to predict, and once again this year, they’ve disrupted our summer plans. In the past month, three of our stone fruit farmers lost their entire harvest from one week to the next due to these events. It was a tragedy for them, and chaos for some of our customers.

What can we do? We’d be wrong to think that just because these events are unpredictable, we can’t do anything. We can inform our customers of what happened so they understand the changes. We need to become more agile in both internal and external communication. We can look for farmers in other geographical areas to limit risk. And we can support farmers who have suffered losses by using their damaged harvests to make our All Is Good jams (our brand of processed products).

On the other hand, we’ve been talking for a while about services we can offer to our farmers beyond sales and logistics. Designing an agricultural insurance policy and negotiating it collectively could be a service that adds real value. We’ll study this option this semester to integrate it into our 2026 roadmap.

Although regenerative agriculture can’t prevent hail, we must continue measuring and using data to convince farmers to implement regenerative practices. A regeneratively managed soil acts like a sponge: able to absorb water during torrential rains and retain moisture during heat waves, droughts, or wildfires.

Let’s keep dedicating efforts so more farmers understand that regenerative practices aren’t about selling at higher prices — they’re about making farms more resilient and productive in the long term. More stable production costs, and more nutritious food with fewer external fertilizers.

What value are we creating?

To me, everything is measurable — but not everything can be demonstrated with short-term data. And one semester is short term.

In this section, I want to give special congratulations to the new Customer Experience service. In a short time, we’ve designed a new complaints resolution system that, in the event a customer receives a damaged product, allows for a fast and fair resolution — both for consumers and for the farmers we represent. Speed is key, and this team is consistently improving their response times.

Sustained growth over 30%: Our farmers have increased their sales by 31% compared to the same period last year. We’ve consolidated our position as the largest direct-sales channel for organic products. Thanks to this growth, we unlocked the second instalment of a European Investment Bank loan (worth €7 million), which will allow us to keep growing and investing in improved services for farmers — all while keeping the majority of the company in the hands of the founding team.

Loyalty from our farming community: This growth would be impossible without the trust our farmers place in us. We must thank them for their patience when we’ve made mistakes and for their unwavering commitment. Several farmers have received threats from supermarket intermediaries, telling them they’ll stop buying from them if they continue selling through CrowdFarming. A clear sign that we’re doing something right — when a farmer has the luxury of saying no to an intermediary!

Customers willing to complicate their lives: Buying directly from farmers has its well-known advantages, but it also requires a shift in consumer habits. When people buy through CrowdFarming, they can’t see or touch the product beforehand — and if weather delays ripening or other issues arise, they may have to wait weeks for their order. Supermarkets offer all fruits year-round, from all corners of the world.

We’ve surpassed 500,000 active households over the past 12 months. Over half a million homes choosing to buy their food directly from farmers, sacrificing the convenience of supermarkets for a fresher, tastier, organic product. Most of these households accept delays — as long as communication is clear and timely.

We must keep evolving our offer and introduce mixed boxes in more sizes to suit all types of households. Let’s make direct sales accessible not just for the most committed supporters, but for anyone who wants to receive organic food at home regularly.

What projects are we launching in the second half of the year?

Farm visits: We’re launching WeFarmYou, a service where customers can book visits to our farms. This will make it easier for customers to visit the farms where their adopted trees or animals live. We’ll run tests over the summer to launch fully by October.

New mixed boxes with transparent origins: We’re working on a new design that will allow customers to see all the farmers and farms involved in a mixed box. Until now, we only displayed one farmer as a representative.

New order preparation line: Our logistics team has been working since late last year on a new order preparation system that will help us increase capacity. This investment means we can handle the entire upcoming harvest of mangoes and clementines on time.

Boosting the organic conversion programme: To build a more sustainable supply chain, we can’t just support those who already farm organically — we need to help those who want to switch, but have doubts. They worry because they can’t sell imperfect fruit to a middleman. They worry because they can’t find an agronomist who really understands organic. They worry because in their town, someone might blame them for spreading pests just for trying a new approach. (I speak from experience.)

Let’s dedicate commercial and technical support to help more farmers adopt organic practices. We’ve already proven that a fair direct-sales channel has more transformative power than financial subsidies in helping farmers make the switch.

Launching Farmeneurs to boost Regenerative Agriculture: For two years now, we’ve been financing training for farmers and conducting soil analysis on 59 farms to gather data on how regenerative practices affect microbiology and soil health.

Starting in November, our farmers will be able to use Farmeneurs — an app designed to help them troubleshoot farming questions, receive weather alerts tailored to their crops, and access services that support regenerative implementation on their land.

We closed this semester with 39% of our sales coming from organic and regenerative farms. Our goal is to reach 50% by the end of the year.

New Website for January 2026: In the final quarter of the year, we’ll work on a new website and app, with a smoother user experience. Some features were suggested by customers themselves. While the team has asked me not to reveal anything yet in this article — stay tuned.

As many of you know, I’m personally starting the second semester with excitement for the imminent arrival of my fourth child. I wish you all a wonderful summer — and I’ll leave you with this motto to guide our priorities:

We make regenerative organic agriculture possible for farmers, and accessible for consumers.

Written by Gonzalo Úrculo

Gonzalo Úrculo

Gonzalo es un "farmeneur". Como cofundador de CrowdFarming y agricultor, divide su tiempo entre la oficina y el campo. Además de la agricultura, disfruta leyendo y escribiendo sobre productos digitales y logística y discutiendo sobre su impacto en la cadena de suministro de alimentos.

Share this content:

Keep digging ...

CrowdFarming

9 min

The “why meat” question

The path to a truly regenerative agricultural system often unfolds in unexpected ways. For many of our organic farmers, the journey began with the adoption of cover crops – plants grown not primarily for harvest, but to protect and enrich the soil. However, managing these cover crops, especially in complex landscapes like the terraced avocado groves of Southern Spain or the undulating terrain of vineyards where machinery access is limited, presented a new challenge. It was in seeking solutions that these farmers rediscovered an ancient ally: livestock. Animals, they found, were remarkably adept at managing these “weeds” and cover crops. But the benefits didn’t stop there. The integration of livestock brought with it a cascade of positive ecological effects. Their manure provides a natural source of fertiliser, rich in nutrients and organic matter, steadily improving soil health. The gentle disturbance of their hooves can help to break up compacted soil surfaces and tread seeds into the ground, aiding germination and plant diversity. As they graze, they trample plant matter, creating a natural mulch that protects the soil from erosion and helps retain moisture. Furthermore, animals can carry seeds in their coats and digestive tracts, contributing to the dispersal of plant species and enhancing biodiversity – a process known as zoochory. In essence, livestock became active partners in regenerating the land, contributing not only to soil health but also supporting greater biodiversity, including vital pollinators feeding on diverse pastures and increased soil microbe and earthworm populations benefiting from organic matter cycling. This rediscovery, however, highlighted another pressing issue: the scarcity of shepherds and skilled livestock managers. For generations, shepherds were the stewards of the land, guiding their flocks in a way that benefited both animals and ecosystems. Yet, a confluence of factors – including the rise of intensive farming systems, challenging economic returns from traditional sheep and goat products, the demanding lifestyle, shifting land use policies, and an ageing rural population – has led to a sharp decline in their numbers.  This presented a quandary. How could we, at CrowdFarming, encourage the vital integration of livestock into regenerative systems if the very people skilled in managing them were disappearing? Or, if farm managers took on herd management themselves, how could we ignore a potential avenue to support their livelihoods, especially when it aligns so seamlessly with our model of direct connection? Simultaneously, throughout our journey into regenerative agriculture, we have encountered remarkable livestock farmers. These individuals are managing vast areas of land with inspiring dedication, ensuring the soil remains covered for most of the year, fostering biodiversity, and sequestering carbon through well-managed pasture systems. Many of them, such as Alfonso and Yanniek from La Junquera (Yanniek is also a valued member of our “1% for the Soil” committee), Sergio and his colleagues from Orgo, and Benedikt Bösel from Gut & Bösel, have shared their insights on our “What The Field!?” podcast, highlighting the profound ecological benefits of pasture-fed, regeneratively managed livestock.  However, these pioneering farmers often face considerable challenges. They navigate the competitive pressures of intensive farming, the financial investment required for organic certification, and restricted access to markets that genuinely recognise and reward their dedication to superior environmental and animal welfare standards. These experiences and observations have culminated in a new step for CrowdFarming. Driven by our commitment to supporting farmers who are at the forefront of regenerative and organic practices, we are introducing responsibly sourced meat products as an evolution of our current model. By creating a stable and direct sales channel, we aim to bolster the economic viability of these farmers, supporting their transition towards, or their ability to continue, these regenerative and organic farming systems. And we are taking this step after much reflection and debate. Debate both internal and external, with people who support us in this decision and others who would have preferred we didn’t make it. I want to extend a special thanks to the group of vegans working at CrowdFarming for engaging in such constructive discussions and for presenting a well-reasoned perspective. This is a matured decision that we are making resolutely, convinced that moderate consumption of meat from farmers who share our values can help us build a more sustainable food supply chain. Who makes the cut The producers participating in this new initiative will be certified organic (or in the process of converting to organic certification), their animals will be predominantly pasture-fed, and the farms will be actively implementing measurable regenerative agricultural practices. For those unfamiliar with the terminology, it is important to clarify these terms: Organic Farming: Within the European Union, stringent regulations govern organic farming. These mandate that animals are predominantly reared outdoors with ample space, receive feed from organic sources, and that the use of genetically modified organisms (GMOs) is prohibited. Furthermore, there are strict limitations on the application of antibiotics and other veterinary treatments. These organic principles, combined with our pasture-feeding requirements, inherently exclude intensive practices such as continuous indoor confinement or feedlot finishing. Pasture-Fed: A significant portion of the EU’s organic agricultural land, approximately 44%, consists of permanent pasture. If this pasture is managed regeneratively, the opportunity to generate a positive impact on the environment is considerable. For herbivorous animals (e.g., cattle, sheep) in this initiative, their diet will consist of 100% grass and forage from these pastures. For omnivorous animals (e.g., pigs), a minimum of 70% of their diet will be pasture-based, with the remainder being certified organic supplementary feed. Crucially, the definition of pasture and forage under these standards excludes common intensive feed ingredients like grains (maize, wheat, barley), soya meal, grain legumes (peas, beans), and specific industrial by-products. Regenerative Agriculture: For CrowdFarming, this represents a commitment beyond standard organic practices, focusing on actively improving the farm ecosystem. It describes a holistic approach where the primary focus is restoring and enhancing soil health, increasing biodiversity, and improving water cycles. Livestock farmers participating in this initiative adhere to organic principles (or are in conversion), meet our pasture-fed standards, and follow the Measurement, Reporting, and Verification (MRV) protocol of CrowdFarming’s Regenerative Agriculture Program. This ensures practices lead to quantifiable positive outcomes, which are monitored and made public through our Regeneration Index. Key practices often include rotational grazing, which mimics the natural movement of wild herds allowing pastures periods of rest and recovery, preventing overgrazing and promoting soil regeneration, as well as fostering diverse pastures.   Transparency is an unwavering principle at the heart of the CrowdFarming model. The authenticity of the farming practices for this new meat offering will be assured through several robust layers of verification: The official EU organic certification. An internal protocol, overseen by our agronomic teams, to ensure adherence to minimum levels of pasture-feeding. The Monitoring, Reporting, and Verification (MRV) framework integral to CrowdFarming’s Regeneration Index. Clearing the air: Methane, CO2 and N2O Conversations about livestock farming inevitably involve greenhouse gases, and some of the first arguments often include cows’ burps (against) or the ability of pastures to sequester carbon (for). It’s not as black and white, and it’s crucial to address this openly and accurately. Methane: Ruminant animals produce methane through digestion. Unlike carbon dioxide (CO2), which persists and accumulates in the atmosphere for centuries, methane is a potent but “short-lived” gas, breaking down in about 10–12 years: which means it doesn’t have the same warming effect as CO2. While global methane levels require significant reduction across all sectors (including fossil fuels and landfill), climate science indicates that eliminating agricultural methane entirely isn’t necessary to stabilise temperatures. Strategies compatible with pasture-based systems, such as improving animal health, selective breeding for lower emissions, and potentially optimising forage diversity, offer pathways for sustainable reduction.   Carbon Sequestration: Well-managed grasslands and integrated systems with trees (agroforestry) have the potential to draw down CO2 from the atmosphere and store it as carbon in soils and biomass. While the exact amount and long-term permanence of sequestration is complex and varies greatly depending on soil type, climate, and management history, focusing on these practices contributes positively to soil health and ecosystem resilience, even beyond the carbon benefit. CrowdFarming focuses on verifying these practices known to build soil health, rather than making specific farm-level carbon negativity claims, which remain challenging to substantiate definitively year-on-year.   Nitrous Oxide (N2O): A long-lived and potent greenhouse gas, N2O emissions in agriculture are strongly linked to the use of synthetic nitrogen fertilisers and manure management. By requiring organic certification (eliminating synthetic fertilisers) and favouring pasture-based systems (reducing manure concentration), our approach inherently lowers N2O risks compared to intensive models. Furthermore, integrating nitrogen-fixing legumes like clover into pastures can significantly reduce or eliminate the need for external nitrogen inputs, further mitigating N2O emissions. Offering a better alternative This initiative extends beyond merely introducing a new product category. Its core purpose is to provide tangible economic support to farmers who are leading the charge in ecological and regenerative livestock systems. By establishing this direct channel, we aim to furnish them with a degree of predictable income, thereby strengthening their financial stability and enhancing their capacity to maintain and expand practices that yield substantial benefits for our shared ecosystems. We understand and respect that individuals choose vegetarian or vegan lifestyles for a variety of environmental and ethical reasons, and there’s many of us in CrowdFarming following this way of life. Indeed, major scientific bodies like the Intergovernmental Panel on Climate Change (IPCC) have highlighted that shifts towards balanced diets, including a reduction in the overall consumption of animal-sourced foods – particularly those from high-emission systems – can contribute significantly to mitigating greenhouse gas emissions and lessening environmental pressures.  However, many people continue to include animal products in their diet and are actively seeking high-quality meat that aligns with their values regarding animal welfare and environmental stewardship. This search for quality is supported by research indicating nutritional differences in the resulting meat and dairy. Studies have shown that products from animals raised predominantly on pasture, compared to those fed grain-concentrate diets, tend to have higher levels of beneficial omega-3 fatty acids, a more favourable omega-6 to omega-3 ratio, higher levels of conjugated linoleic acid (CLA), and higher concentrations of certain vitamins like E and some B vitamins. For these consumers, finding and verifying products from farmers employing robust organic, pasture fed and truly regenerative methods often remains a significant hurdle. We view this initiative as a significant opportunity to raise awareness among consumers about the positive impacts of well-managed, integrated livestock within regenerative organic agriculture. It also serves to highlight the distinction between these farming models and other systems that can have more detrimental environmental and animal welfare outcomes. We are convinced that by fostering a deeper understanding and providing direct access to these thoughtfully produced products, we can play a part in encouraging more farmers to embrace these beneficial philosophies of land stewardship. It also empowers consumers to make informed decisions about the origin and production methods of their food. This expansion is a carefully considered evolution for CrowdFarming, reinforcing our unwavering commitment to forging an agri-food chain that is more fair, sustainable and resilient. By providing direct access to meat from farms adhering to these rigorous organic, pasture-fed, and verified regenerative standards, we empower consumers to make informed choices that directly support farmers investing in animal welfare and ecosystem health. We are enthusiastic about embarking on this new chapter with our community of consumers and farmers.

Read

CrowdFarming

min

Rethinking the journey

At CrowdFarming, we often talk about soil health, biodiversity, and regenerative practices on the farm. But what happens once the harvest leaves the field? The journey from the farmer to your doorstep is a critical piece of the puzzle. In this article, you’ll learn: Why the “middle mile” is the biggest source of emissions in our logistics chain. What HVO is and why we’ve chosen it over other alternatives like electrification. How our partnership with Trucksters is making our longest routes cleaner. The real, certified impact this change has had on our carbon footprint since late 2024. 1. The elephant in the lorry: Our biggest carbon challenge In the world of logistics, much of the recent innovation has focused on the “last mile”—the final delivery to your home. It makes sense; this is the part of the journey consumers see, with electric vans and cargo bikes becoming common sights in our cities. But the real giant in terms of emissions is the “middle mile”: the long-haul journey that takes thousands of boxes from farms and regional hubs across Europe to distribution centres before entering the last stage of home delivery. To put it in perspective, a Life Cycle Assessment we conducted on oranges traveling from Valencia (Spain) to Berlin (Germany) revealed that transport is the single largest contributor to their carbon footprint, accounting for around 70% of total emissions. The middle mile alone accounted for 47% of the total carbon footprint from farm to fork. While farming practices and packaging matter, the long road between the field and the final distribution hub is where our biggest impact lies. For years, this has been our biggest operational challenge. As Javier Sanjurjo, CEO of CrowdLog — CrowdFarming’s logistic company —, explains, “We are always looking to reduce our environmental impact, from agricultural practices to the final delivery. The middle mile was where we saw the most room for improvement.” 2. The search for a solution: Beyond the electric dream Our first instinct was to explore electrification. The idea of silent, zero-emission trucks is compelling. However, the reality of heavy electric transport in Europe is, for now, a complicated dream. “We explored electrifying our routes,” says Javier, “but the hurdles were immense. The initial investment in charging infrastructure was sky-high, and the operational reality of taking a truck off the road for up to 11 hours to charge just isn’t viable for a supply chain that needs to be agile.” This is where our partner, Trucksters, came in. While continuing to test electric options, they presented a more immediate, scalable, and powerful solution: HVO. 3. HVO: Turning used cooking oil into a cleaner journey So, what exactly is HVO? HVO stands for Hydrotreated Vegetable Oil. It’s a premium-quality biofuel that can be used in conventional diesel engines without any modifications. Crucially, we use second-generation HVO, which is produced from waste materials like used cooking oil. “The emissions’ reduction is massive,” explains Alvaro Guerreiro, International Sales Manager at Trucksters. “A normal truck emits around 2.2 tons of CO₂ on a long-haul trip. With second-generation HVO, we reduce those emissions by up to 90%.” Unlike electrification, HVO requires no new infrastructure, has no range limitations, and can be implemented immediately. It represents a pragmatic and powerful step forward. While it’s still more expensive than conventional diesel, as Javier puts it, “from a sustainability perspective, it’s not expensive at all.” It’s important to note that while the second-generation HVO we use (from waste products) is a powerful tool, it is not a silver bullet for the entire industry. The global supply of used cooking oil is finite, and the broader debate around biofuels remains complex. This is especially true for first-generation biofuels, which are made from agricultural crops grown specifically for fuel (like palm, soy, or rapeseed oil). The use of these crops raises critical questions about land use—often referred to as the ‘food vs. fuel’ debate—as it can compete with food production and potentially drive deforestation. For us, focusing on second-generation HVO is a crucial and effective transitional technology that allows us to act now, while we continue to explore and support future innovations in sustainable transport. 4. How we guarantee the impact: The mass balance system When a truck fills up with HVO, how do we ensure that the emissions’ reduction is correctly attributed to CrowdFarming’s deliveries and not double-counted? The risk of double-counting in this context refers to the risk of a logistics provider assigning the same batch of sustainable fuel, and its corresponding CO₂ reduction, to two different clients. For example, if a provider buys 1,000 litres of HVO, they could fraudulently sell the environmental benefit of those 1,000 litres to Client A and to Client B, effectively claiming twice the impact that was actually achieved. To prevent this, the entire process is managed through a certified system called Mass Balance Accounting. This system works like a transparent digital inventory: Audited Supply: The fuel provider, Cepsa, certifies every litre of HVO that Trucksters purchases. Tracked Consumption: Trucksters uses a platform called SQUAKE to track every kilometre driven for CrowdFarming and calculates the exact amount of HVO consumed. This inventory is meticulously managed to prevent double-counting. Certified Reduction: Finally, an independent body, TÜV, audits this data and issues an official certificate detailing the exact CO₂ reduction achieved. “This strict, three-step audited process gives us and our clients complete confidence,” says Alvaro. “They can be sure the impact is real.” 5. The results: Our impact since the beginning of our HVO journey We began transitioning our main route from Museros, Spain, to Speyer, Germany, in the last quarter of 2024. The results have been immediate and significant. In the final months of 2024, 21 full truckloads were powered by HVO. This shift has already allowed us to avoid approximately 34.5 tonnes of CO₂e. Our goal is to continue expanding the use of HVO across all our routes with Trucksters and to encourage our other logistics partners to adopt this technology. “It’s not crazy to think that we can cut our middle-mile carbon footprint in half,” says Javier. “Which is huge.” Conclusion: From offsetting to actively avoiding For years, the logistics industry has relied on carbon offsetting—planting trees to compensate for emissions. While well-intentioned, this approach doesn’t tackle the problem at its source.Our switch to HVO represents a fundamental shift in strategy: from offsetting to actively avoiding emissions. By investing in cleaner fuels and smarter logistics, we are proving that a more sustainable supply chain isn’t just an abstract goal—it can be built into the very way we move food.This is a journey, and it’s not without its challenges. As Alvaro notes, widespread adoption requires a “mindset change” from manufacturers, insurers, institutions, and truck drivers themselves. At CrowdFarming, we see our role as finding and supporting these solutions, while engaging others to take the same route. By supporting pioneers like Trucksters, we are helping to accelerate a much-needed transformation in the transport sector.

Read

CrowdFarming

min

Joining forces to go further

How did the idea of joining forces come about? A year ago, I met Juliette Simonin and Gonzalo Úrculo, the founders of CrowdFarming. It started with a couple of video calls to share the challenges we were facing and how we were addressing them. When we realised there was genuine chemistry, Gonzalo invited me to spend a few days at his orange farm. It was there that we began to recognise the potential we could have together.Gonzalo and Juliette have a very clear vision: to expand organic and regenerative farming through direct sales. What struck me most was the simplicity with which they explained it: direct sales allow farmers to capture better margins, which they can reinvest in producing more nutritious organic products that consumers enjoy and benefit from. Who are the founders of CrowdFarming? Two farmers, an economist, and a programmer. Gabriel, Gonzalo, Juliette, and Moises founded CrowdFarming in 2017 after working together to grow and sell organic oranges.Since then, they have built Europe’s leading platform for direct sales of organic produce, fulfilling over 3 million orders each year and supporting the community of farmers across France, Italy, Spain, and Germany.Through CrowdFarming, consumers can adopt a tree on one of the farms and have the harvest delivered to their door, or purchase individual boxes of fruit and vegetables that are harvested on demand. Our new mission To make regenerative organic farming viable for farmers and accessible to consumers.The merger brings opportunities for everyone: introducing more farmers to La Ruche qui dit Oui! and allowing our community to buy fruit and vegetables directly from the source, with home delivery via crowdfarming.com.Here’s a photo of us with their boxes. From left to right: Moises, Juliette, Philippe, and Gonzalo.Thank you for being part of our story.Philippe Crozet, Juliette Simonin and Gonzalo Úrculo

Read