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Society

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Published March 2026

Do you feel good buying fruit at the supermarket?

I go to the supermarket to do the week’s shopping. I go to the section where the unpacked fruit is to see what’s in season. The one where the fruit is usually more expensive and there is a person who selects it for you. I ask myself the first question when I arrive: Is all I see really seasonal fruit? What does the supermarket consider to be seasonal fruit? 

I really want to know, so I stand in front of the clementines and ask the shop assistant: 
– Are they in season? 

The shop assistant answers quickly:
– Yes, ma’am. 

I keep asking:
– Do you know when they were picked from the tree?

The assistant answers me as he places the more perfect looking clementines in front of him:
– They brought them to us this morning.

I don’t get the information I was looking for, but I stop asking. I don’t want to seem pedantic or put the employee in an uncomfortable situation because of a few clementines. I ask him for 2 kg of clementines, 2 mangoes, and 5 avocados which he weighs and packs them in individual plastic bags.

This happened to me in the year 2017. I had been uncomfortable for some time because my environmental awareness was evolving to such an extent that I found it difficult to continue with some of my consumption habits. I I kept up with them but then I felt bad. The feeling was getting more and more uncomfortable. You’ve been doing something one way your whole life, but the day comes when you just don’t want to do it anymore.

I started looking on the Internet for sites where farmers sold the fruits they grew directly. I had to buy larger quantities and I had to wait for the order to arrive, but my hopes went up. 


I still go to the supermarket to buy some things when I haven’t had time to plan or I need something urgent. I don’t feel so bad if I do that once in a while. Luckily, there is a growing offer of producers who sell their products directly to the final consumer.


PS.: this experience inspired me to make a professional change in my life and to launch crowdfarming.com

Juliette Simonin



Written by Juliette Simonin

Juliette Simonin

Juliette is the co-founder and COO at CrowdFarming. In short, she organizes the people who organize. Juliette has an innate ability to turn ideas into projects and projects into achievements. On the same day, she is able to explain logistics issues in perfect Italian to a pasta farmer, and Brexit fiscal issues in perfect English to a British farmer. Some say that at night she learns languages in her sleep (even dead languages!). Her love for cheese and wine allows many French farmers to sell their products directly to the end consumer.

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Society

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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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