Looking for more? 

We’re just an email away.

Our manifesto

What The Field?! (WTF?!) isn’t just a name. It’s our reaction to a food system that doesn’t prioritise what matters: fair prices, resilient ecosystems, nutritious food and a future where new generations can keep farming.

Let’s start with some data

WTF?!

Use of fertilisers

Chemical fertiliser use has increased by over

300%

since the 1960s

Soil degradation

During this time, soil quality has decreased to the point that

60%

of European farmland is degraded

Nutrition

This has caused

a drop

in essential nutrients in our food

Climate change

The food system is responsible for over

30%

of total climate change emissions

Money

The EU invested

 1.5 T€

in agricultural subsidies in the last 25 years

Farmers age

57%

of farmers are over the age of 55 with few prospects of generational renewal

So, what now?

Action beats outrage. The more you know, the more you do. That’s why we believe:

Before we 
can act, we 
must first understand.

What the Field?! is an information hub that detangles the agri-food industry through journalism, investigation, and data. A place to enter, explore, and keep coming back. A living library that shows how the food system really works, and ideas on how it could work better.

Access over paywalls.

Knowledge of our food systems should be pop culture.

What The Field?! is powered by CrowdFarming, a company whose goal is to make regenerative organic farming viable for farmers and accessible to consumers. This is how all our content is of free and open access.

Curiosity is a muscle.

If we’re not sure about something, we go to the source. Whether that be the farm, the lab, or Brussels.

Our goal is to translate complex science and policy without diluting truth.
We don’t fall into stereotypes of good vs. bad, because like most things in life, there tends to always be some complexity behind any claim. We’re not afraid
to dig deep enough to know where trends become greenwashing, and sometimes we have to admit that we can’t get to the bottom of it.

Our best sources:

We spend a lot of time in the fields, and we work with a network of more than 4,000 farmers that allow us to have a deep and complete understanding of what’s happening on the ground.

Start digging ...

Field Notes

min

The Science Behind the Sweetness

We visited Antonio from Sicilian Passion in Sicily. In a region traditionally known for its citrus fruits, Antonio decided to take a different path several years ago: he grows passion fruit (and even papayas!). A crucial part of our collaboration is precisely determining the harvest time. Our teams conduct sugar content measurements directly in the field. A refractometer is used to determine the Brix value, ensuring that the fruits have reached the required physiological maturity and full aromatic profile. Harvesting only begins once these thresholds are met. In the video below, you can see our colleague Angelo taking these measurements. It’s a lot of fun, because you’re literally looking into the future. Ripening Characteristics and Etymology An important quality characteristic of passion fruit is the texture of its skin. Unlike many fruits, here’s the rule: the more pronounced the wrinkling of the fruit, the higher the sugar content. Due to slight evaporation during the ripening process, the fruit sugar concentrates inside, while the acidity subtly decreases. There are two harvests per year – one in the winter months and one in the summer months. Especially in summer, the fruits are “wrinklier” because the liquid evaporates faster due to the heat. Did you know that the name “passion fruit” is derived from Christian iconography? Spanish missionaries in the 16th century interpreted the complex flower structure as symbols of the Passion of Christ. The filaments of the flower were associated with the crown of thorns, the three stigmas with the nails of the cross, and the five stamens with the wounds. In the gallery, you’ll find a picture where this is very clearly visible.

Read

Field Notes

3 min

Rain, Rain, Spain

We Weren’t Prepared for This – Or Were We? It has been raining for several weeks in Spain. This week, however, a state of disaster was declared in several regions, especially in Andalusia. Our farmers sent us the pictures attached below – and our team was speechless for several minutes. We have reported on heavy rainfall many times before, but this year the extent is particularly great. The good news is: all farmers are doing well! Persistent low-pressure weather systems brought intense rainfall, hurricane-force gusts of wind, and rivers overflowing their banks. Our farmers from the Málaga region are reporting fallen trees and muddy roads, making access almost impossible. Unfortunately, some farmers have already informed us that they will likely suffer crop losses as fruits have been damaged. The lesser evil is probably the delays in delivery – it hasn’t stopped raining, which means the fruits are too wet to be shipped; they would mould in their boxes. Haven’t We Already Found the Solution? I’m speaking with Maikel from Finca Habitat, located in a small town between Jaén and Granada – one of the most severely affected areas. He sends me a video, which you can find below – it shows his neighbors’ flooded olive groves and the raging river. In the next video, he’s in his own fields, showing how much rain has fallen. He pours it onto his trees, which he protects from drying out and simultaneously fertilizes with his sheep’s wool during hot months. “For me, the rain is an absolute joy. It’s wonderful!” says the farmer. In his fields – not even a puddle. “This is a sign that we are doing everything right, Magdalena,” he explains. Maikel decided to farm regeneratively over a decade ago. In one of Spain’s driest regions, he manages to avoid irrigating his olive trees through his practices. How Does That Work? Through a ground cover that acts like a sponge, soaking up all the water and allowing it to seep into deeper soil layers. Not a single drop of water is lost because the root system has such a high capacity to absorb water that it neither drains away nor accumulates. What if we could make farms so resilient that they emerge encouraged from extreme weather events? Would regenerative agriculture be the solution we’ve been looking for? These are the questions I ask myself when I see the pictures and videos that offer such a different perspective on the situation. The weather forecast continues to show rain for the next few days, and we, along with the farmers, reassess the situation daily – safety comes first, and we will probably have to be patient a little longer until the sun comes out again.

Read