In the orange groves of Masia El Carmen, north of Valencia, brothers Gonzalo and Gabriel Úrculo are leading a quiet revolution in European agriculture. After inheriting an abandoned family farm in 2010, they switched to regenerative organic farming and launched CrowdFarming in 2017.
CrowdFarming is a direct-sales platform for organic produce. Customers can adopt individual fruit trees for an annual fee, receiving the harvest shipped straight to their door. This model provides farmers with predictable demand and stable revenue, while giving consumers full transparency about where their food comes from.
Today, the platform boasts over 300,000 active tree adoptions and partners with more than 300 producers across Europe. In 2024, CrowdFarming reported revenues of 65 million euros. Following its recent acquisition of French platform La Ruche qui dit Oui!, the group now connects nearly 10,000 producers with two million users across thirty European countries.
Farmers like Fernando Agramunt, who runs an organic olive farm, say the direct relationship with customers has been transformative. “Selling 10,000 litres in bulk is not the same as selling to families willing to pay a bit more for very high-quality olive oil,” he explains.
CrowdFarming’s logistics hub in Valencia, Crowd Log, handles nearly two million parcels annually, shipping within hours of harvest to ensure freshness.
Co-founder Juliette Simonin says the company aims to transform a broken food system, where producers are forced into unsustainable models and extreme weather threatens supply. “Our dream is to show that regenerative organic farming is possible, highly profitable, and can feed all of Europe,” adds Gonzalo Úrculo.