Drawing from decades of experience in conservation, Ariel explains how industrial agriculture has devastated biodiversity—especially among farmland birds—and how rethinking the way we farm, consume, and organise politically could turn things around. From the disappearance of house martins in southern Spain to the global expansion of monocultures, we unpack how our current food production model is ecologically unsustainable.

But this isn’t just another story of environmental collapse. Ariel also shares tangible examples of hope: collaborative projects like “Olivares Vivos” that restore biodiversity in olive groves, and ways city dwellers can make space for birds even without a garden.

You can find more of our podcast episodes here.

Why is the stone fruit growing season so short?

Most summer stone fruits complete their entire development cycle, from blossom to harvest, in under ten weeks. This rapid evolution drastically reduces the margin for error for the farmer. The window for an optimal harvest is not only brief but also highly variable, depending on the speed of ripening and meteorological events.

Increasing climate volatility in Europe adds a layer of unpredictability. A specific example can be found in the region of Catalonia, where organic stone-fruit farmer Jordi Garreta explained how this year’s prolonged spring rains interfered with the fruit set and final ripening, affecting the available harvest volumes. Furthermore, several hailstorms damaged and split some of the fruit.

Each variety presents specific vulnerabilities:

• Cherries are prone to splitting with sudden rains.
• Apricots are particularly sensitive to thermal stress.
• Peaches are highly vulnerable to fungal diseases in high-humidity conditions.
  
  
  

A regenerative and organic approach to the risks of growing stone fruit

In conventional agriculture, the control of pests and diseases often relies on the use of synthetic inputs. The organic and regenerative approach, however, seeks to create a resilient ecosystem, addressing the root cause of pests — an unbalanced ecosystem that allows excessive growth of a specific organism  —  instead of the consequences. As Jordi Garreta explains:

Scientific research supports these practices. For example, a 2022 study found that tree rows closest to perennial flower strips averaged a 60% increase of predators per branch, compared to those found in control orchards without flower strips. These methods not only addresses pests in the short term, but also prioritises the long-term health of the soil and the ecosystem, which ends up paying back by increasing the ecosystem’s resilience.

What are climacteric fruits, and how does it affect their flavour?

Most stone fruits (with the exception of cherries) are climacteric, meaning they continue to ripen after being picked, thanks to the internal production of ethylene. While this allows farmers to ship fruit that is still firm, it demands precise timing. Harvesting too early results in flavourless fruit; harvesting too late makes transport difficult, especially in organic farming where many chemical preservatives and treatments are prohibited.

Post-harvest losses are one of the biggest challenges facing the food system. According to the FAO, fruits and vegetables suffer the highest loss rates, exceeding 20% ​​globally before even reaching stores. Within this category, delicate and perishable fruits such as stone fruit are particularly vulnerable to mechanical damage and over-ripening, specially given the high temperatures in the season in which they are harvested and shipped.

This is where production models diverge significantly:

• The conventional model: The food industry has adapted to these biological limits through early harvesting, cold storage, and prioritising varieties selected for their durability rather than their organoleptic (smell and flavour) qualities. Supermarkets often pressure producers to deliver uniform, long-lasting products at low prices. This model depends on an intensive cold chain and production surpluses, which typically ends up in high food waste and comes at the expense of flavour and nutritional density. It is estimated that stone-fruit losses from farm to table can range from 20 to 50% globally. 
• The direct sales model: By harvesting on demand, the fruit is picked at its point of physiological maturity, prolonged cold storage is avoided, and overproduction is reduced. This not only minimises food waste but also preserves the product’s integrity and allows for fairer pricing structures that reflect the high risk and labour intensity required to grow these fruits without synthetic inputs.
  
  

A practical guide to at-home conservation

Once the fruit arrives at your home, its proper handling is essential to enjoy its maximum quality.

1. Ripen at room temperature: If your peaches, nectarines, or apricots are still firm, leave them at room temperature, away from direct sunlight. To know if a peach or apricot is ripe, the key is not always the colour, but the touch and the aroma. You will know they are ready when they yield slightly to a gentle press and give off a fragrant aroma.
2. Refrigerate after ripening: Once ripe, you can move them to the fridge to extend their life for a few more days. Low temperatures (especially below 8 °C) can impair the development of flavour and texture in fruit that has not yet ripened.
3. The case of cherries: As they are non-climacteric, cherries do not ripen after harvesting. They should be refrigerated immediately to maintain their freshness.
4. Wash just before eating: Avoid washing the fruit before storing it, as moisture can accelerate its decay. Wash it just before you intend to eat it.
   
   

To know more about how to handle your summer fruit, here you have a specific article to guide you through.

Towards a resilient model for a vulnerable sector

The combination of short seasons, high climate sensitivity, and market pressures are the main risks of growing stone fruit, making summer stone fruit production one of the most complicated sectors of organic fruit farming. As climate volatility increases, producers will face greater uncertainty.

Supporting producers through transparent and direct supply chains is not just a consumer preference; it is an essential shift to sustain production models that prioritise soil health, quality nutrition, and long-term resilience.

The Imperative to Scale Regenerative Farming 

Regenerative-organic agriculture encompasses farming principles and practices designed to restore and enhance the farm’s entire ecosystem. It prioritises improving soil health, optimising water cycles, increasing biodiversity, and sequestering carbon, ultimately aiming to produce nutrient-dense food while working in harmony with nature.

Currently, such regenerative practices are implemented on approximately 15% of global cropland. According to World Economic Forum, to meet climate goals and ensure food system resilience, this figure ideally needs to increase to 40% by 2030.  The way Winther see’s it, one way to encourage regenerative farming expansion is to bring top farmers to the spotlight. 

Launched in 2025, Top 50 Farmers was inspired by how the gastronomy world transformed chefs into celebrities. Now, the focus shifts from the food we eat and its cooking techniques, to what that food eats: the nutrients in the soil, and the regenerative practices that generate it. The first cohort of farmers ranges from 26 to 70 years old, with farms stretching from a half hectare to 4,000 hectares in size.

Too often, regenerative agriculture is perceived as young, modern, small-scale: niche. This can alienate the very farmers we need to engage: the ones who have worked the land for decades, often in conventional systems, who are curious and considering change but may be unsure how to begin their transition.  By amplifying stories across generations, scales, and methods, Top 50 Farmers offers a vision of a regenerative movement that is inclusive, grounded and real.

Why does visibility matter?

Visibility has tangible economic consequences. When farmers become household names, the value of their produce—and the standards behind it—gain weight. Visibility can lead to policy influence, new markets, and stronger community ties.

It also breaks the cycle of anonymity that enables disconnection and devaluation within the food system. As Cristina, our Head of Impact and podcast co-host, put it, “When you’re a farmer that is producing for anonymous consumers through big channels like supermarkets, you’re not necessarily held accountable. It’s very unlikely the consumer will ever be able to trace the product back to you.” But with a name, a face, and a story, the relationship changes, there is commitment and accountability from both sides. Consumers commit to paying fair prices, accepting produce that doesn’t come in standard shapes and sizes, and  farmers commit to delivering the best quality and staying true to their word — they can now be held accountable. The result is a deeper trust and understanding, longer relationships (like adoptions), and eventually better food and more sustainable farming practices. 

“That’s exactly why models like direct sales, adoption programmes, or agro-tourism matter. They aren’t just marketing tools. They are vehicles for building long-term, reciprocal commitment.” – Analisa Wither

Regeneration is a journey, not a destination

Although at CrowdFarming we do have our definition of what regenerative agriculture is and how it coexists with the organic certification, there is no consensus across the industry for what makes a farm “regenerative.” There are no red lines, and that’s part of the challenge—and the strength—of the movement.

Analisa reminded us that “regenerative is not a destination. It is a mindset, a philosophy, and an approach”. Farmers in the Top 50 are at different points in their journey—some just starting out, others continuing multi-generational practices. What unites them is a willingness to learn, adapt and build with nature. The focus isn’t on perfection, but on direction. The community created allows them to connect, and share their progress. And as we’ve figured out by now, there is no better way to learn about something than to talk about it to somebody who has tried it before you.

The path forward: Inspiration and infrastructure

Our shared long-term vision is bold but necessary: “Regenerative-organic agriculture will be the industry standard once again”. That will require not only cultural shifts but systemic support. More farmer-focused policies. Better access to knowledge. Tools for financing and cooperation.

And visibility.

Because the more we see the people who grow our food—not as faceless suppliers but as innovators, entrepreneurs, and role models—the more we understand what’s at stake. Because if the diverse mix of farmers from each cohort gains the confidence to go back to their communities and share what they’ve learned in their journey, that might get the mind shift started for others. 

“We’re not trying to crown the ‘best’ farmer. There is no best. What matters is showing the breadth of ways people are already regenerating—on a half-hectare in Lithuania or on 4,000 hectares in France. What matters is shining a spotlight, so others can see themselves in the story.” – Analisa Wither

Ingredients 

• Leftover vegetables (whatever you have on hand)
• 100 g of butter
• 75 g of flour
• 50 g of grated parmesan (or a similar local cheese)
• 1 onion (optional)
• 1 garlic clove (optional)
• Salt and pepper
  
  

Steps to follow

1. Preheat your oven to 180 °C (356 °F).
2. Peel and cook your vegetables in boiling water or in a pan. Season them well. For extra flavour, sauté them with garlic and onion.
3. Prepare the crumble topping by mixing the diced butter, flour, and grated parmesan with your hands until you get a crumbly texture. Add a pinch of salt and pepper.
4. Layer the cooked vegetables in the bottom of a baking dish.
5. Sprinkle the crumble topping evenly over the vegetables.
6. Bake in the oven for about 20 minutes, until the top is golden and crispy.
7. Serve warm and enjoy!
   
   

This savoury crumble is the perfect way to give a second life to veggies that might otherwise go to waste. Combine what you have, get creative with herbs and cheeses, and enjoy a meal that’s as sustainable as it is satisfying!

We delve into:

• The mission of Top 50 Farmers and its impact on the farming community.
• How more visibility can turn into policy influence, new markets and stronger community ties.
• How scaling regenerative farming starts with knowing who your favourite farmer is.
  
  
  

Join us as we explore how making farmers famous isn’t just a catchy idea—it’s a necessary step towards a more regenerative and connected food future.

1. Building an attractive agri-food sector:
   The vision emphasises encouraging current and future generations to see farming as an appealing profession, with fair income, public support, and transparency.
   
   

• We are already 298 farmers: 45 new producers started direct sales through CrowdFarming in 2024, and 88% of existing farmers renewed their contracts.
• 62.2% of farmers reported an increase in income, and over 70% reinvested in improvements on their farms.
• 40% of CrowdFarming farmers are under 40 years old, compared to the EU average of 12%.
  
  

2. Fostering a competitive, resilient and future-ready sector: The European Commission stresses the need to support its climate goals, help farmers measure and improve their farm-level performance, and protect and restore biodiversity.
   
   

• Of the 10,500 tonnes of food shipped (28% more than last year), over 80% were certified organic, helping avoid the use of 3 tonnes of synthetic pesticides.
•  To improve resilience, our Regenerative Agriculture Programme has expanded to include 58 farms regenerating 4,000 hectares across 5 countries.
•  The first 12 farms in our regenerative programme have shown an average 25% improvement in ecosystem health indicators (soil, water, and biodiversity).
  
  

3. Focusing on fair food, living and working conditions in rural areas: One of the objectives is to strengthen the connection between citizens and rural areas while maintaining global leadership in food innovation.
   
   

•  Our community grew by 40% last year, with 483,348 households receiving products directly from farmers.
• We ended the year with 287,382 adoptions and 36,948 subscriptions to the monthly mixed fruit box.
• Our Soil Society now includes 3,000 members who help us decide how to invest our regenerative agriculture budget.
  
  

With each household that chooses to receive its food directly from a farmer, we are proving that a fairer and more sustainable food system is not only possible — it’s already taking shape.

Pedro, the farmer behind these delicious almonds, shared this recipe with us because it’s one of his favourite ways to enjoy the fruits of his work. Located in the dry highlands of Andalusia, his almond trees thrive thanks to careful water management, regenerative farming methods, and a lot of dedication and care.

Here’s how to make these irresistible biscuits at home:

Ingredients:

• 200g whole almonds​
• Zest of 1 lemon
• 120g softened butter
• 400g flour​
• 1/2 packet baking powder​
• 2 packets vanilla sugar​
• 200g sugar
• 3 eggs​
  
  
  

Instructions:

1. Toast the Almonds: In a dry pan over medium heat, toast the whole almonds until they’re fragrant and lightly golden. Set aside to cool.​
   
   
2. Prepare the Dough: In a large mixing bowl, combine the lemon zest, softened butter, flour, baking powder, vanilla sugar, regular sugar, and eggs. Mix until a smooth dough forms.​
   
   
3. Incorporate the Almonds: Fold the toasted almonds into the dough, ensuring they’re evenly distributed.​
   
   
4. Shape the Loaves: Divide the dough into four equal portions. On a parchment-lined baking tray, shape each portion into a log approximately 5 cm wide.​
   
   
5. First Bake: Preheat your oven to 180°C (350°F). Bake the logs for about 25 minutes, or until they’re lightly golden and set.​
   
   
6. Slice: Remove the logs from the oven and let them cool slightly. Using a sharp knife, cut them diagonally into slices about 1 cm thick.​
   
   
7. Second Bake: Place the slices cut-side down back onto the baking tray. Bake for an additional 5 minutes, or until they achieve the desired level of crispness.​
   
   
8. Cool and Enjoy: Allow the cantuccini to cool completely. Traditionally, they’re enjoyed dipped in coffee, tea, or sweet dessert wine.​
   
   

Welcome to the world of True Cost Accounting, where numbers tell a much deeper—and sometimes uncomfortable—story.

What are the hidden costs of food?

The price at the supermarket doesn’t reflect the full journey of our food, nor its impact on the environment, human health, and social well-being. These are what economists call externalities—costs that are real but not included in the market price.

As Pietro puts it: “All these aspects can be seen as hidden costs that someone else is paying. Some costs are ones that we already pay, like cleaning water from fertiliser residues. Some, our children will pay, like climate change. Others are paid by people working in the supply chain who live below a decent standard of living.”

According to the United Nations, the global food system generates nearly $19.8 trillion in hidden costs every year—that’s more than double the $9 trillion spent on food itself. These include:

• $7 trillion in environmental costs
  
• $11 trillion in health-related costs
  
• $1 trillion in productivity and inequality-related costs
  
  

Making the invisible visible: The role of True Pricing

True Cost Accounting (TCA) is a tool developed to reveal and eventually reduce these hidden costs.

Pietro explains: “The true price is the sum of the normal price we pay, plus the hidden environmental and social costs. But our goal is not to make people pay more. It’s to make these costs visible so we can reduce them.”

For example, a kilo of bananas may cost €1.50 at the store, but its “true price” could be €2.00 or more when you include water use, land degradation, and unfair labour practices. A 2023 pilot in Germany by PENNY supermarkets displayed these true prices, showing that cheese priced at €2.49 had a true cost of €4.84, and apples priced at €1.99 had a true cost of €3.69.

Who pays the gap—and who should?

True Price’s methodology is not about guilt—it’s about awareness and transformation. It proposes a three-step vision:

1. Make hidden costs visible—so consumers and companies can make informed decisions.
   
2. Foster voluntary actions—such as consumers choosing to pay the true price or companies investing in impact reduction, and, therefore, reducing that true price gap.
   
3. Systemic change—so the good practices become the norm and the market rules reward, rather than penalise, these practices by making positive impact products more accessible.
   
   

But during our conversation with Pietro, we were curious about “How do we ensure this extra money actually goes to where it needs to go? Not just another marketing campaign?”

The answer lies in commitment and accountability. Pietro highlights that the most successful initiatives work through multi-year programs, transparent tracking of fund allocation, and direct collaboration across the supply chain—from supermarkets to banana cooperatives in the Dominican Republic and Peru.

A fairer food system: Rethinking value distribution

True pricing also challenges us to rethink how value is shared across the food system. In many cases, farmers receive the smallest share of the final retail price, despite carrying the greatest risk and doing the most essential work.

Initiatives like “C’est qui le Patron ?!” give consumers full visibility and a participatory role in how much farmers should earn and how food should be produced. Transparency here is key—not only in how much we pay, but in who gets paid what. On the moment of purchasing, we are given the information on how much the farmer receives of the total price. 

At CrowdFarming, we believe in this principle. Direct sales not only ensure farmers receive a fairer share, but also reconnect people with the origin of their food, the realities of agriculture, and the costs involved in getting food from the field to your table. 

The limits of True Pricing: Do we just add costs?

While True Price brings essential clarity, there’s a larger systemic question we must ask: Should we simply add these hidden costs on top of an already opaque and uneven price structure?

As discussed in the podcast: “We take the market price for granted, and then we look at what’s going wrong on top of it… but we don’t look at who is profiting and how the value is distributed.”

In an ideal world, we wouldn’t just add hidden costs on top—we’d look into the breakdown of the existing price and make structural changes. Why should consumers shoulder the burden while powerful actors in the food system maintain their profit margins? Transparency must include value distribution, not just externality accounting.

In this episode of What The Field?!, we dive into true cost accounting — what it is, why it matters, and how it can change the way we think about food. Our guest Pietro Galliani from True Price and the Impact Institute breaks down the invisible costs behind what we eat: environmental damage, underpaid farmers, and social inequalities that never make it onto the label.

We also explore how businesses and consumers can start closing the “true price gap” — without waiting for someone else to fix the system. Because change doesn’t start in boardrooms. It starts at the checkout.

Listen now and find out:

• Why “cheap” food isn’t cheap at all
  
• How true pricing can fund real solutions
  
• What regenerative farmers and consumers can do to shift the system
  
  
  

Ready to stop being fooled by fake  price tags?

How do springtime weather events affect future harvests?

If temperatures rise too quickly, the excess heat can burn the flowers of fruit trees such as almond trees (Prunus dulcis), cherry trees (Prunus avium) and pear trees (Pyrus communis). The drying of flowers hinders pollination and fruit set, thereby reducing production. 

However, overly low temperatures can be just as harmful. Late frosts affect species such as peach (Prunus persica), apricot (Prunus armeniaca) and grapevine (Vitis vinifera), causing necrosis of floral tissue and loss of the crop. In regions where frosts are recurrent in springtime, farmers must resort to protection systems such as sprinkler irrigation or heaters to minimise damage.

What’s more, heavy rainfall can have negative consequences not just for fruit trees, but also for pollinators. A downpour can wash nectar off flowers, making it difficult for bees and other insects to gather food. This affects both crop pollination and honey production, as honeybees (Apis mellifera) rely on nectar as their main source of energy.

Despite all this, the biggest threat to our farms in Europe isn’t caused by these weather events, but by the use of synthetic chemical pesticides.

Pollinators and organic crop production

Springtime is also a key period for pollinators. In addition to bees and bumblebees (Bombus spp.), other insects such as butterflies (Lepidoptera), hoverflies (Syrphidae) and some species of beetles play a key role in the reproduction of many cultivated and wild plants. Without these pollinators, agricultural production would be severely affected, which would jeopardise food security and biodiversity.

When a non-organic farmer applies pesticide treatments to trees, they’re also applying it directly or indirectly to the bees that collect the nectar containing the chemical residue. This reduces the bees’ ability to get their bearings, as well as their survival rate, contributing to their global decline. Organic crop production, on the other hand, promotes a healthy environment by avoiding these toxic compounds and encouraging floral diversity.

Adoptions guarantee farmers a price that allows them to produce organic crops. This also helps preserve ecosystems and their pollinators.

Happy springtime!