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Our manifesto

What The Field?! (WTF?!) isn’t just a name. It’s our reaction to a food system that doesn’t prioritise what matters: fair prices, resilient ecosystems, nutritious food and a future where new generations can keep farming.

Let’s start with some data

WTF?!

Use of fertilisers

Chemical fertiliser use has increased by over

300%

since the 1960s

Soil degradation

During this time, soil quality has decreased to the point that

60%

of European farmland is degraded

Nutrition

This has caused

a drop

in essential nutrients in our food

Climate change

The food system is responsible for over

30%

of total climate change emissions

Money

The EU invested

 1.5 T€

in agricultural subsidies in the last 25 years

Farmers age

57%

of farmers are over the age of 55 with few prospects of generational renewal

So, what now?

Action beats outrage. The more you know, the more you do. That’s why we believe:

Before we 
can act, we 
must first understand.

What the Field?! is an information hub that detangles the agri-food industry through journalism, investigation, and data. A place to enter, explore, and keep coming back. A living library that shows how the food system really works, and ideas on how it could work better.

Access over paywalls.

Knowledge of our food systems should be pop culture.

What The Field?! is powered by CrowdFarming, a company whose goal is to make regenerative organic farming viable for farmers and accessible to consumers. This is how all our content is of free and open access.

Curiosity is a muscle.

If we’re not sure about something, we go to the source. Whether that be the farm, the lab, or Brussels.

Our goal is to translate complex science and policy without diluting truth.
We don’t fall into stereotypes of good vs. bad, because like most things in life, there tends to always be some complexity behind any claim. We’re not afraid
to dig deep enough to know where trends become greenwashing, and sometimes we have to admit that we can’t get to the bottom of it.

Our best sources:

We spend a lot of time in the fields, and we work with a network of more than 4,000 farmers that allow us to have a deep and complete understanding of what’s happening on the ground.

Start digging ...

Field Notes

min

The Science Behind the Sweetness

We visited Antonio from Sicilian Passion in Sicily. In a region traditionally known for its citrus fruits, Antonio decided to take a different path several years ago: he grows passion fruit (and even papayas!). A crucial part of our collaboration is precisely determining the harvest time. Our teams conduct sugar content measurements directly in the field. A refractometer is used to determine the Brix value, ensuring that the fruits have reached the required physiological maturity and full aromatic profile. Harvesting only begins once these thresholds are met. In the video below, you can see our colleague Angelo taking these measurements. It’s a lot of fun, because you’re literally looking into the future. Ripening Characteristics and Etymology An important quality characteristic of passion fruit is the texture of its skin. Unlike many fruits, here’s the rule: the more pronounced the wrinkling of the fruit, the higher the sugar content. Due to slight evaporation during the ripening process, the fruit sugar concentrates inside, while the acidity subtly decreases. There are two harvests per year – one in the winter months and one in the summer months. Especially in summer, the fruits are “wrinklier” because the liquid evaporates faster due to the heat. Did you know that the name “passion fruit” is derived from Christian iconography? Spanish missionaries in the 16th century interpreted the complex flower structure as symbols of the Passion of Christ. The filaments of the flower were associated with the crown of thorns, the three stigmas with the nails of the cross, and the five stamens with the wounds. In the gallery, you’ll find a picture where this is very clearly visible.

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