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Society

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Published March 2026

The (non-)transparency on the origin of food

Knowing where an orange comes from, who has grown it, and whether chemicals have been used is more difficult than obtaining a master’s degree in e-commerce. 



How accessible is the information?

In a supermarket, the information is usually on a label if you buy packaged fruit or on a sign if you buy it in bulk. This information is very generic. On the sign it tells you the price, country of origin, variety, and category (what does each category mean?). On the labels you will also usually find the packaging date, size, and treatment with waxes, imazalil among others.

By buying the same fruit directly from the producer via the Internet, you have access to more detailed information:

• The origin of the fruit doesn’t only tell you the country but also the location where the farmer owns his farm.
• Harvest date: Direct sales are generally associated with greater freshness. Farmers collect the fruit on demand and send it directly to you.
• Social impact: not everyone tells you, but no one stops you from asking for it. How many people work on the farm? Do they work full-time or part-time? Under what conditions?
• Environmental impact: How was the fruit grown? What happened during the season and how did the weather affect the harvest? How do they control pests?

To what extent is the information understandable?

On the labels of the fruit that we buy in a supermarket, we are only told about the treatments they have received during packaging and not during the growing process. Furthermore, these treatments are explained with unknown alphanumeric codes.

In the case of waxes, for example, they are represented by a code beginning with the letter E followed by numbers indicating the type of wax. These waxes are applied for aesthetic purposes: to polish the fruit and prevent it from perspiring so that the skin does not age. 

The code indicates the type of wax and where it is extracted. Here are a few examples:

E901: beeswax (animal origin)
E902 : candelilla wax (vegetable origin)
E903 : carnauba wax (plant origin)
E904: shellac (animal origin)
E912: mountain wax (of mineral origin)
E914: oxidised polyethylene wax (synthetic, petroleum-based)

These type of wax can also be found in fruit with the organic seal.

In the direct sales model, it is usually the farmer who is responsible for harvesting and preparing orders. Their daily activity consists of collecting the fruit they have sold. In this case, there is no need to apply waxes because the product reaches the consumer within a few days.

Illustration of a woman with a box of oranges and an orange on the tree

Is it easy to get more information?

On the labels of the fruit, we find the obligatory information that comply with the health regulations of each country. But this is not the only information on which consumers base their purchase decision. It is not easy to find more information in a supermarket. Asking questions to store personnel does not guarantee that you will get the answers you are looking for.

How much money does the farmer get for the fruit? How much water was used? How many kilometres has it travelled? How was it transported? 

This information is increasingly important for consumers to decide what, where and from whom to buy. It is these questions that are causing a resurgence of direct food sales between farmers and consumers.

Written by Gonzalo Úrculo

Gonzalo Úrculo

Gonzalo es un "farmeneur". Como cofundador de CrowdFarming y agricultor, divide su tiempo entre la oficina y el campo. Además de la agricultura, disfruta leyendo y escribiendo sobre productos digitales y logística y discutiendo sobre su impacto en la cadena de suministro de alimentos.

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The story of Europe’s almonds

Almonds (Prunus dulcis) have been part of Mediterranean agriculture for centuries. They likely arrived in Europe through trade routes from the Middle East and Persia more than 2,000 years ago, flourishing in dry, sunny regions.Today, Spain is by far the largest European producer, responsible for about 70–80% of the EU’s almond output. They are followed by Italy, Portugal, Greece, and France. The main Spanish regions are Andalusia, Murcia, Valencia and Castilla-La Mancha, where the combination of mild winters and hot, dry summers suits the almond tree perfectly.Most almonds are grown on dry, rocky soils, often on hillsides. These conditions are ideal for rain fed cultivation (the traditional Mediterranean method) which relies almost entirely on natural rainfall.The life cycle of an almond treeAn almond tree starts bearing fruit around its third or fourth year, but only reaches full production after seven to eight years. Once mature, it can produce for up to 40 or 50 years.The cycle begins with blooming in late winter, when pink or white flowers appear before the leaves. Pollination is crucial and typically depends on bees. By spring, the fruit (the almond hull) forms around the shell.Harvest usually takes place between August and October, depending on the region and the variety. When the hull dries and splits open, farmers shake the trees, either manually or with mechanical shakers, to make the almonds fall. They are then dried, hulled, and sometimes shelled before storage or sale.After the harvest, the trees are left to rest. They will soon begin to lose their leaves and enter their winter dormancy, which is an ideal moment for pruning.Water and almonds: not always a thirsty cropAlmonds have gained a reputation for being water-intensive, largely because of crops coming from California, which produces around 80% of the world’s almonds and depends heavily on irrigation.But in Europe, the picture is different. Many farmers in Spain, Italy, and Portugal grow almonds under rain fed (dryland) conditions, using the rainfall typical of the Mediterranean climate. This means the trees adapt to water scarcity, producing smaller but more flavourful nuts.In irrigated systems, farmers use drip irrigation or regulated deficit irrigation, providing water only at critical stages like flowering or kernel development. These methods help balance yield stability with water conservation.The almond market: a global storyGlobally, almond production is dominated by California, followed by Australia and the Mediterranean basin. Europe imports the majority of its almonds, mainly from the United States, which accounts for around 60–70% of the almonds consumed in the EU.Spain exports part of its production, especially high-quality local varieties like Marcona and Largueta, which are prized by pastry chefs and confectioners. However, Europe as a whole remains a net importer as demand for almonds continues to outpace local production.While California focuses on high-volume, standardised kernels, European almonds often highlight flavour diversity, traditional varieties, and origin, catering to premium and traceable markets.How to store and enjoy almondsAlmonds keep best when stored in cool, dry, airtight conditions, away from light and humidity. Whole, unpeeled almonds keep their nutrients longer thanks to their natural skin, which contains antioxidants and fibre.Different formats include: With shell: longest shelf life, natural protection. Shelled with skin: rich in fibre and polyphenols, great for snacking. Blanched (skin removed): smoother texture, ideal for baking. Sliced, ground, or roasted: convenient but shorter shelf life,  best consumed within a few months. For longer storage, almonds can be kept in the refrigerator or freezer, which helps preserve their oils and prevent rancidity. Conclusion: a timeless crop with many tastesAlmonds are part of Europe’s agricultural and culinary heritage. Their story is one of adaptation, to climate, to landscape, and to taste.Next, discover four traditional almond recipes from across Europe, from Spanish “Tarta de Santiago” to German Gebrannte Mandeln, French Tarte Amandine and Italian Pizzicotti.  

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