In Spain, the Urculo brothers, Gonzalo and Gabriel, revived their grandfather's abandoned farm in 2010 by adopting regenerative organic farming practices. With no formal agricultural training, they transitioned the farm to focus on sustainability and direct-to-consumer sales. In 2017, they launched CrowdFarming, a platform that connects consumers directly with farmers across Europe, allowing customers to purchase organic produce, olive oil, and nuts. The innovative tree adoption system, where customers sponsor trees for an annual fee, has been a key factor in stabilizing demand and ensuring the farm's success. The platform has expanded significantly, now connecting nearly 10,000 producers with two million users across around thirty European countries. The recent acquisition of the French platform La Ruche qui dit Oui! has further strengthened CrowdFarming's position in the market. The logistics hub in Valencia, known as Crowd Log, has played a crucial role in the company's operations, shipping nearly two million parcels in the previous year without maintaining stock, which allows for efficient distribution. The founders believe that the agricultural sector needs a transformation to address unsustainable practices and the challenges posed by climate change. They emphasize the importance of regenerative organic farming as a viable solution that can be both profitable and capable of feeding Europe. The success of CrowdFarming demonstrates that direct sales to consumers can provide better financial outcomes for farmers compared to traditional bulk sales. As the demand for high-quality organic products continues to grow, CrowdFarming aims to lead the way in reshaping the agricultural landscape. The Urculo brothers' vision is to prove that sustainable farming practices can thrive in a modern economy, ultimately benefiting both producers and consumers alike.