The orange journey

We’ve spent years working to transform the agri-food system, connecting society with the people and places behind their food. We set out to fix a broken system that was failing farmers, harming the environment, and compromising the quality of our food. Today, we’re applying that same mindset to something we also use every day, yet rarely associate with nature’s cycles: your clothes. Introduc

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?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 cutThe 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 N2OConversations 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 alternativeThis 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.

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 challengeIn 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 dreamOur 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 journeySo, 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 systemWhen 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 journeyWe 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 avoidingFor 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.