Impact & Transparency ReportCrowdFarming 2021

Table of Contents

Why We Do What We DoHow it all started .................................................................................................................................................... 3Defining What Matters Beyond Profit ...................................................................................................... 4

Economic Impact Fair Revenues for Farmers................................................................................................................................ 15Financial Security Season After Season ................................................................................................... 16

Our Business in Numbers Economic Transparency ................................................................................................................................... 20Operational Numbers ........................................................................................................................................ 21Our Team .................................................................................................................................................................. 23

Sources

A Closing Word for the Future

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Social Impact Employment ............................................................................................................................................................ 17An agri-Social Revolution in the Making .............................................................................................. 18

Environmental ImpactOrganic, Biodynamic and Regenerative Farming ............................................................................... 5Food-Waste ................................................................................................................................................................ 7Plastics Usage ......................................................................................................................................................... 9Water Usage ........................................................................................................................................................... 10CO₂ Emissions ......................................................................................................................................................... 11Internal Environmental Impact and Policies ....................................................................................... 14

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Why We Do What We DoHow it all startedWhen we pioneered the CrowdFarming idea as young farmers ourselves, we dreamed of radically transforming the relationship between producers and consumers. We wanted to make it more direct, more transparent, and more efficient. We developed, tested and implemented this model at our own family orchard.

After 5 years in farming, we discovered that by offering our orange trees up for adoption, we could connect in a very personal way with families across Europe. These families quickly became engaged in the whole cultivation process, from seed plantation to consumption. Reading their feedback delivery after delivery only strengthened our love for agriculture.

This win-win-winner model (good for producers, good for consumers, and good for the environment!) allowed us to make our agricultural venture economically sustainable. We started to gain certain local recognition because the direct-sale to end-consumers was something completely new in our region. Other farmer friends started to ask us whether we could set up a website for them, because they also wanted to launch their own direct-sale channel. At the same time, a growing number of consumers started to enquire whether we knew producers of other fruits selling just like us.

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Agriculture allows you to learn the basics very quickly so you feel useful right away. However, it will take a lifetime of experience to start tounderstand it.

- Gonzalo Úrculo

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Defining What Matters Beyond Profit

In this first phase of our Impact and Transparency Report, we have identified 3 key areas to start measuring CrowdFarming’s contribution to society: Social Impact, Environmental Impact, and Economic Impact beyond profit.

Let’s bring together what matters most upfront !

Needless to say, we saw the possibility to replicate the idea with any other farmer by using our technology and expertise to continue creating a positive social and environmental impact beyond the fields of Valencia: the CrowdFarming agri-social revolution started!

As Farmers, we have seen the benefits of direct-sale: we went from a loss-making farm with only 2 employees and on the verge of being abandoned, to a farm full of life that employs over 40 people.

Economically, the direct-sale to end-consumers empowers Farmers by allowing them to have more control over the sale of their products. Being able to receive a better price for their produce is, according to an internal survey we did in August 2020 between our Farmers, one of the most important reasons why Farmers choose to sell directly to end-consumers.

However, and put in simple words, we feel it is unfair the economic angle prevails over social and environmental issues. This is why we have decided to start quantifying the impact CrowdFarming generates beyond a number that accountants like to call “profit”.

We firmly believe that social and environmental matters must be considered to fully account for the good a company generates in society. We reject the idea that one’s contribution can only be measured in pure economic terms.

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Gonzalo ÚrculoFarmeneur

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Environmental ImpactOne of the key drivers behind CrowdFar-ming is promoting sustainable and res-ponsible farming practices. Before we continue, we will clarify what we unders-tand by “sustainable” and “responsible”. These are words we hear a lot lately, and their meaning may be different to you.

“Sustainable” means that the impact of the agricultural activities carried-out by farmers on the land, the flora, fauna, and water resources can be self-restored. In other words, the rate of depletion of re-sources is slower than their natural rate of creation.

A “responsible” activity is linked to the human side of a business. We unders-tand that the wellbeing of workers should be above that of our shareholders: crea-ting quality jobs, partnering with provi-ders that care about their employees, or selling at fair prices are all variables that shape responsible activities.

A CrowdFarming shareholder unders-tands that profit is not a goal, but a con-sequence of sustainable and responsible actions.

How can we promote more sustainable farming practices?

We are proud to support Farmers that work hard to build through organic agri-culture a more sustainable alternative to existing food supply-chains. We currently support over 90 organic farming projects at CrowdFarming. Indeed, more than 46% of our Farmers’ projects follow or-ganic-certified farming standards. Does that mean the rest of our projects are not sustainable? No.

Organic, Biodynamic, and Regenerative Farming

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It is always a pleasure to welcome organic Farmers into our network, but nothing compares to helping an ordinary producer transition to organic. We understand organic agriculture has its own specific risks. The CrowdFarming model helps producers reduce economic uncertainty by providing a guaranteed price season after season: in fact, producers know exactly how much they will be paid by end-consumers months ahead of the beginning of the season. Thanks to this layer of economic reassurance, many of our Farmers can commit themselves to a long-term conversion project that would not have been possible in normal circumstances.

Today, we are helping our Farmers in transitioning 39 agricultural projects to organic-certified agriculture, which means that over 66% of our projects are already organic or in transition to organic.

Some of our Farmers have also taken a slightly different approach to sustainable farming with biodynamic agriculture, which is a type of agriculture that shares the foundations of organic farming. Unli-ke organic farming however, biodynamic farming is organised around the lunar calendar, and the fertilisation is com-plemented with biodynamic prepara-tions. We are glad to help Farmers reach end-consumers through 9 biodynamic

Principles of regenerative agriculture

projects without intermediaries. Additio-nally, we are working to help our Farmers in transitioning 4 additional projects to biodynamic standards.

Regenerative agriculture is also part of our vision to create a more sustainable future and a number of our Farmers are already working following its principles. The key aspects of regenerative agricul-ture can be summarised as follows:

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30% of all food waste in the EU occurs during the production and food-processing stages, and an additional 5% occurs during the retail and wholesale phases of the food supply-chain according to European Parliament Data1. Thanks to adoptions, we are making sure that only the food that is going to be consumed is produced. This food is of course sold without intermediaries, and therefore no retailer is needed! This means our model has the potential to eliminate up to 35% of the food-waste generated in European food supply-chains. In fact, adopting means that the consumer is paying in advance for a certain amount of produce the Farmer is going to grow, make, or harvest on-demand for them.

1 Directorate General for Communication of the European Parliament, (2017)

How can we reduce food-waste in agriculture and beyond?

Before we start finding solutions to the food-waste problem, it is key to accurately define what we are fighting against. It is worth pointing out the difference between food loss, food waste, and food wastage:

• Food loss: Food that will never reach end-consumers despite being harvested. Example: romaine lettuce leaves that are lost because the retailer only sells romaine lettuce hearts.

• Food waste: Food that gets to the end of its life but that was fit for consumption at some point. Example: expired food at the very rear of your fridge.

• Food wastage: In plain words, the sum of food-loss and food-waste.

What by definition should be called “food wastage” is often referred to as “food waste” in the media and other publications.

Food-Waste

1 Directorate General for Communication of the European Parliament, (2017)

Our Farmer-Hunting team provides daily assistance to these producers, and also makes sure all information is accurate and clear so final consumers enjoy an unmatched level of transparency when browsing crowdfarming.com.

For simplification purposes, we have decided to use the term “food waste” to represent all types of waste.

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We work tirelessly to inform consumers about the characteristics of the food they buy directly from Farmers. Supermarkets have gotten us used to aesthetically perfect fruits and vegetables. This forces farmers in traditional supply chains to throw away part of their harvest only because of the looks of their produce. Put simply: ugly fruits don’t sell, even if their organoleptic conditions remain intact.

At CrowdFarming, we invest our time and resources educating through our blog, social media, and even on the phone on these matters to reduce food-waste so everyone can start loving ugly fruits too! These campaigns are aimed at tackling the 53% of food-waste occurring in households according to EU Parliament Data.

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Plastics Usage

Is the omnipresent plastic packaging avoidable?

One of the things we have learnt throughout the years is to package goods efficiently, and to use compostable materials when possible. We feel it is our moral duty to share this expertise with our Farmers to tackle a growing global problem. In fact, the packaging industry alone produced 146 million tonnes of primary plastics in 2015 according to research by Geyer et al. (2017)2.

We are committed to helping Farmers reduce their plastic footprint even if the final product becomes more expensive, because we feel it is better to make decisions that are in our planet’s interest: 44% of our Farmers are completely plastic-free in their packaging already.

Some Farmers are not able to immediately eliminate plastic in their packaging, sometimes because there is currently no better solution in the market to preserve product freshness (like for some fresh cheeses for example). In those cases, we work with Farmers to support their transition, and certify when they make the effort to become BPA-free.

As consumers ourselves, we are increa-singly frustrated about unnecessary pac-kaging and plastic waste in deliveries. To tackle this, we have created an eco-pac-kaging team in 2020 to continue resear-ching better ways of packaging the food you receive directly from your producers.

2 Geyer et al. (2017)

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Water Usage

Is it possible to buy directly from Farmers that use water sustainably and in a responsible way?

Water is increasingly becoming a source of conflict, and agriculture is largely responsible for that. We cannot simply deny our share of responsibility and blame Farmers for not adapting quickly enough. This is especially true because Farmers have been subjected to unfair prices for decades. Thus, we cannot demand Farmers to be environmentally sustainable, and to offer at the same time cheap products under a broken system. At CrowdFarming, we want to change this situation by offering Farmers a fair price for their produce so they can invest in better technology. In any case, we carefully select producers that demonstrate a sustainable usage of water and put technological advances at the forefront of the fight against the scarcity of this precious resource. Some notable examples include humidity sensors in the ground to accurately measure when water is needed (in the Doña Ana farm, for example), or grafting autochthonous

varieties that need less water to efficiently grow almonds and pistachios.

Sustainable water usage at tropical fruit farms is a trending topic within our team of agronomic engineers. We have helped produce this short documentary film together with some of our avocado farmers and independent scientists to bring further transparency and data on the topic.

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CO₂ Emissions

Does buying directly from producers emit more CO₂ than going to a supermarket?

Many of our CrowdFarmers (our cons-cious consumers!) ask us about the envi-ronmental impact of sending individual boxes from the farms to their doorstep, with a particular emphasis on the emis-sions generated during transportation. This question is absolutely fair, and we have done a detailed study about it for two of our most popular products: oran-ges and olive oil. When your order via CrowdFarming, your order does not tra-vel alone, but together with thousands of other packages. Our proprietary tech-nology aggregates orders depending on origin and destination, and selects the most carbon-efficient route up to a local distribution center. Then, we work with a range of last-mile delivery companies to ensure again your package is delivered using the most efficient route and carrier depending on the box’s final destination. Chances are your usual mailman/woman may be the one delivering your box, de-pending on where you live.

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All things considered, transportation represents 6% of total greenhouse gas emissions in EU food-chains; the most important factor is what we cultivate and how we do it3. We are aware we still have a lot of work to do to improve our carbon footprint, and even though we are a small company and our resources are limited, we aim to focus the majority of our efforts on the remaining 94%. Of course, this does not mean that we disregard that 6%, as our logistics and IT teams continue to develop innovative solutions to further reduce the carbon footprint of our shipments.

One of the key edges of the Crowd-Farming model vis-à-vis traditional su-pply-chains is how quickly food reaches consumers once it leaves the farm. The obvious advantage is that product fresh-ness is unmatched and that no chemicals are needed to preserve the food. Most importantly, this means that the overall environmental impact of food is reduced because we avoid using polluting indus-trial refrigerators, we refrain from storing goods in far-away warehouses, and the-re’s no additional energy consumption at the retailer’s premises (because there is no retailer!): a short, fast, and efficient supply-chain reduces energy consump-tion and thus CO₂ emissions.

The following are the average travel-times depending on the product’s destination, and irrespective of the product’s nature, time of the year, and country of origin:

Austria: 6 days on average between the Farm and the CrowdFarmer’s house

Belgium: 5.5 days on average between the Farm and the CrowdFarmer’s house

France: 4.2 days on average between the Farm and the CrowdFarmer’s house

Germany: 4.1 days on average between the Farm and the CrowdFarmer’s house

Netherlands: 5.6 days on average between the Farm and the CrowdFarmer’s house

Spain: 1.9 days on average between the Farm and the CrowdFarmer’s house

Sweden: 7.1 days on average between the Farm and the CrowdFarmer’s house

Switzerland: 6.1 days on average between the Farm and the CrowdFarmer’s house

UK: 5.6 days on average between the Farm and the CrowdFarmer’s house

3 Ritchie H., (2020)

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Food-waste alone is responsible for at least 6% of global CO₂ emissions according to a study published in Science by Poore and Nemecek (2018) and referenced in Oxford University’s Our World in Data4-5. In other words, if food-waste was a country, it would be the world’s third largest polluter according to the UN’s Food and Agriculture Organisation6. Thanks to adoptions, our Farmers are able to better predict demand and avoid

4 Poore and Nemecek (2018)5 Ritchie H., (2020)6 Food and Agriculture Organization of the United Nations, (2021)7 Directorate General for Communication of the European Parliament, (2017)

overproduction because a consumer pays in advance for a certain amount of produce that will be shipped to them during the harvest season. As previously stated, 30% of all food waste in the EU occurs during the production and food-processing stages of the food supply-chain according to European Parliament Data7. By reducing food-waste through adoptions, we are also reducing CO₂ emissions along the food-supply chain.

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• Recycling and giving a second life to everyday objects is part of our culture! We have even installed a bokashi in our offices to be able to compost organic waste and bring additional nutrients to our office plants.

• Like a lot of companies, we incentivise the use of public transportation amongst our employees through a benefits programme, but we know that does not make us particularly special. However, not that many companies allow fully flexible remote-work: our employees have worked from home from San Diego all the way to Helsinki!

Internal Environmental Impact and Policies

What do we do on a day-to-day basis to reduce our environmental impact?

Something that characterises CrowdFar-ming employees is their commitment with Sustainability, and not only becau-se it’s one of the company’s four values together with Humanity, Bravery, and In-novation. This engagement can also be seen in everyday actions. As they say, “be the change you want to see in the world”! Some initiatives we have undertaken:

• 100% of the energy we consume on our premises comes from renewable sources.

• We request our providers to use boxes made out of recycled cardboard, not only recyclable one.

• We are eliminating seals in our boxes made out of plastic, and staples too. Instead, we are using sustainable alternatives such as gummed paper and plant-based materials.

• We review the sizes of our boxes and other protective packaging to optimise space and reduce the number of trailer-trips.

• We reward the most sustainable em-ployee-led actions with credit to spend on crowdfarming.com.

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Economic ImpactThe CrowdFarming model improves Farmers’ income and reduces their risks. Continue reading to learn more about the economic impact of CrowdFarming.

Fair Revenues for Farmers

Do producers receive a better price for their produce thanks to CrowdFarming?

When a Farmer starts working with CrowdFarming, they receive a guaranteed net price per each box sold. Crucially, the Farmer decides the price, which is something incredibly rare in the traditional model.

According to the 70 Farmers of 8 different countries that took part in an internal survey we did in August 2020, 90% declared having a higher income thanks to CrowdFarming, 6% declared having a similar income, and only 4% declared having a lower income.

Amongst the Farmers with a better income, the improvement is as follows:

• 63.6% of Farmers declared an improve-ment of between 0% and 24% in their income.

• 22.7% of Farmers declared an impro-vement of between 25% and 49% in their income.

• 2.3% of Farmers declared an improve-ment of between 50% and 74% in their income.

• 11.4% of Farmers declared an improve-ment of over 75% in their income.

In 2020, our Farmers have directly sold to end-consumers over 18m€ in goods.

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Financial Security Season After Season

Do adoptions really help Farmers better plan their seasons?

When one of our CrowdFarmers adopts a tree, animal, or patch of land, the Farmer has the certainty a real person is directly buying from them at a fair price. In practical terms, it means that the consumer is paying in advance for a certain amount of produce the Farmer is going to grow, make, or harvest for them. In the agricultural world, this is very important for two reasons.

First, the Farmer has a guaranteed price season after season, which means they do not have to worry about market fluctuations or about negotiating with intermediaries: it brings much-sought financial stability, and allows them to focus on growing quality food.

Second, adoptions dramatically reduce the risks associated with the transfor-mation of raw materials. This is easier to explain through an example. Picture a Far-mer with cows. In most cases, the Farmer has two main options for their cows’ milk: either selling the milk to an intermediary or cooperative at a very low price, or trans-forming that milk into cheese or similar. The second option is more profitable but riskier for the Farmer, because once the transformation process starts there is no way back: if the Farmer does not mana-ge to sell the cheese, then the Farmer will incur in losses. Thanks to adoptions, the Farmer knows that someone is going to buy their cheese at a guaranteed pri-ce. They can therefore start making the cheese without worrying about selling it:

The Farmer is producing on-demand, which means the cheese has already been sold!

In 2020 our CrowdFarmers have made over 120,000 adoptions, which directly helped our Farmers reduce food-waste, better plan for their harvests, and reduce economic risks.

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Social Impact

Employment

A 21st century company cannot be if society is not taken into account. At CrowdFarming, we consider generating a positive social impact a priority.

What is CrowdFarming’s employment impact?

CrowdFarming has a crucial role in revitalising rural areas and preserving quality jobs: fair revenues for Farmers mean fair wages for workers. In an internal survey we did in August 2020, almost 79% of participating Farmers declared being able to pay better wages to their workers thanks to direct-selling, and 71% affirmed that direct-selling helped them hire more people or generated new types of employment at their farm or estate. At the time, there were over 800 jobs in 10 countries directly impacted by CrowdFarming. We will update this number later this year once we survey our Farmers again.

In parallel, CrowdFarming employs today over 70 people in areas as diverse as Information Technologies, Logistics, Finance, or Farmer and Customer Service amongst many others. We also partner with the Prodis Foundation to promote the inclusion of people with disabilities in our workforce. We are committed to continue creating quality jobs that have a positive impact in society in 2021 and beyond!

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An Agri-Social Revolution in the Making

What are the long-term implications of the CrowdFarming model?

CrowdFarming was born to transform the relationship between producers and consumers. One of the most rewarding aspects of this venture is to see producers receive feedback directly from consumers, and in many cases for the first time in their lives! Receiving feedback directly from the people enjoying the food (and not from any intermediary) helps Farmers improve the packaging for example, but also understand what matters most to consumers.

In a survey we did in August 2020 between our Farmers:

• 94% felt consumers valued their work more thanks to direct sales

• 91% felt consumers know their product better thanks to direct sales

• 81% felt they understood consumer needs better thanks to direct sales

• 85% felt consumers were more interested in quality rather than price thanks to direct sales

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and we even wrote to the UK Prime Minister to defend the Farmer-to-Consumer industry after Brexit!

What matters most, is that consumers across Europe are questioning pre-existing supply chains, unnecessary plastics and packaging, working conditions in the fields, and the impact of their everyday purchases. A different model that is good for producers, good for consumers, and good for the environment is possible!

Our agri-social revolution has started in the fields but is spreading across the globe thanks to our CrowdFarmers and many supporters. Our message reaches over 130,000 people on Facebook, over 73,000 users on Instagram, and over 14,000 people on Twitter. Together with our blog, these channels help us divulge educational content about organic agriculture, impact, and transparency. We have partnered with the Gasol Foundation to tackle childhood obesity,

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Our Business in Numbers

Economic Transparency

We wanted to take this opportunity to share some interesting facts about CrowdFarming. Below you can learn more about CrowdFarming business numbers.

What are the economics behind CrowdFarming?

Last year, we published in our blog a post called “Economic Transparency” where we explained some of the financial aspects of our business. We now want to go a step further and share financial data straight from our audited annual accounts:

CrowdFarming Audited Annual Accounts (thousands of €)

2018 20192020

(Audit pending)

Revenue 426 2,709 7,957

Total Expenses -757 -3,767 -8,136

HR Expenses -65 -952 -1,749

Logistic Expenses -63 -712 -2,964

Marketing Expenses -258 -1,281 -2,449

Other Expenses -371 -822 -974

Earnings before Taxes -328 -1,058 -179

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You may have noticed that CrowdFar-ming has been a loss-maker for the past 3 years, as it is often the case with young and ambitious startups. We have been able to fund our growth thanks to the su-pport of our sister company Naranjas del Carmen, and thanks to a credit line we have with a financial institution. We are confident we will be profitable very soon as a growing number of consumers deci-de to generate a positive impact thanks to their purchases!

Our audited annual accounts only reflect the financial situation of CrowdFarming, and give no indication whatsoever of the social and environmental impact we generate. It is in our plans to develop new ways of quantifying our impact so the financial aspect does not dominate the conversation. Harvard Business School’s Impact-Weighted Accounts Project is an excellent starting point for anyone interested in further reading8.

Operational Numbers

What happens behind the scenes once a box is ordered?

In 2020 our Farmers have sold more than half a million boxes: over 98% of them arrived without any incidents. This has been possible not only thanks to our team, but also thanks to our 26 different logistical partners, and of course thanks to the Farmers’ hard-work. Dealing with more than 100 producers allows us to better understand common issues, and share best practices between them. We are creating one of the most important knowledge networks in the Farmer-to-Consumer industry in Europe!

If for whatever reason a box does not reach the CrowdFarmer, we do everything possible to make sure its contents are not wasted. A box of fresh products does not last forever, which means solutions need to be found quickly. In 2020 alone, we donated an estimated 11,300 kg of food to local food banks.

8 Harvard Business School, (2021)

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We have received 204,289 emails in 2020. That’s an average of over 3,400 emails per employee per year, and we are not even counting direct messages or comments on social media! Of these emails, 59,613 or around 29% targeted our customer-service team. This team works tirelessly to answer the questions of our CrowdFarmers, and solve even the most bizarre problems! At busy times it may take us a bit longer to get back to you, but please rest assured, you will receive an answer.

We have attended over 33,000 calls throughout 2020, including customer-service ones: that’s more than 600 calls per employee per year on average!

In order to fuel this dedication, our em-ployees have consumed on our premises more than 15kg of coffee beans during this year (capsules were never up for dis-cussion...). Working from home has been the norm, but it’s still nice to have coffee à volonté once back in the office!

33,000204,289CallsEmails

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Our Team

What makes the CrowdFarming team special?

We are a young and diverse team! We are today 70 employees from 13 different nationalities and the average age at CrowdFarming is 31 years-old, with the age numbers ranging between 20 and 47. The majority of our team has some sort of international experience, which makes things much easier when dealing with a multi-local business!

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Our efforts in R&D and innovation have officially been recognised by the Spanish government by the means of a social security allowance for 9 of our employees: our technology is disrupting traditional food-supply chains!

The 4 co-founders of CrowdFarming are still involved in the company’s day-to-day: Juliette, Gabriel, Moisés, and Gonzalo continue working to improve CrowdFarming’s impact in society!

Our DNA with our 4 values: Sustainability, Innovation, Humanity, and Bravery. Our approach to creating a positive impact in society does not allow for shortcuts!

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A Closing Word for the FutureAt CrowdFarming, we want to create a direct relationship between producers and consumers. A sustainable, economically fair, and socially responsible production model is possible. Our current positive impact in society might be marginal, but we are planting the seed of an agri-social revolution that empowers both Farmers and consumers.

The information you have read is a collection of internal data illustrated with the work of world-class researchers and scientists. One of our key objectives in 2021 is to develop new methods, metrics, and models to better track our impact. That way, we will be able to focus our efforts on the areas where we can make a bigger difference.

If anything, this very first Impact & Transparency Report should not highlight our achievements thus far, but the importance of the global problems we are facing. On the positive, we can solve many of these issues if we act now together:

Buying food directly from farmers is the most powerful everyday act available to anyone to create a positive social and

environmental impact.

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