folder Filed in Interviews
Names with stories: The story behind CrowdFarming.com
By Kristina Misic access_time 6 min read

Emmeline Hess, Communications Manager at CrowdFarming, tells the story about the journey CrowdFarming has taken to become a recognizable brand, their choice of the domain name, and why it is essential to be original and authentic.

Why CrowdFarming? What do you do, and how does your brand name fit into it?

CrowdFarming is a farmer-to-consumer supply chain that aims to be transparent and participative. It enables farmers to autonomously sell their products online to consumers all over Europe on the one hand, and consumers to receive fresh and sustainable products (like European mangos and avocados) directly to their home on the other hand. The element of direct consumer involvement in the origin of their food is why the name is such a great fit. It implies a connection to the more general term of “crowdfunding,” which describes the contribution of many people to a project that they are passionate about. In our case, people contribute to sustainable farming practices and to creating fairer conditions for our farmers.

What was the process of selecting a brand name like? When did you know this was the one?

CrowdFarming started as a concept before it became a brand itself (Naranjas del Carmen). We were “doing CrowdFarming” before it even had a name. In the beginning, we used to call it “Adopt a tree with us,” but then we realized the whole experience involved many more other things: concerning the client with visits and information, pursuing farming in a specific way, pursuing logistics in a particular way, helping the farmer get a fair price, etc… so we needed a name for the whole experience. The individual participates in the “funding” in CrowdFarming; the client engages in farming.

What was the reason to get the domain name CrowdFarming.com for your brand? 

To have a domain name that corresponds to the brand name.

How has owning CrowdFarming.com affected your business? Do you own any other domain names?

Crowdfarming.com has enabled us to reach a wide range of consumers all over Europe and provide a platform for all farmers who share our values and want to be a part of CrowdFarming. 


Crowdfarming.com has enabled us to reach a wide range of consumers all over Europe and provide a platform for all farmers who share our values and want to be a part of CrowdFarming. 

Emmeline Hess, Communications Manager at CrowdFarming

How has CrowdFarming evolved as a brand since you launched?

CrowdFarming started as a concept that was part of the strategy of our original company, Naranjas del Carmen. It has since become a brand of its own. And now, from a small group of Spanish farmers, we have evolved to a real alternative for consumers looking to directly buy from farmers and a real alternative for farmers that no longer want to depend on the middlemen of the traditional food supply chain. We are now providing a platform for over 160 farmers from 8 countries. 

Why should entrepreneurs value their brand?

Our brand is what makes you unique and recognizable. Without strong branding, it will be harder to make people aware of you and remember you. A strong brand is associated not only with a specific look and feel but also with certain values.

Your brand is not just about optics; it’s what you stand for and what you represent.

Has the pandemic affected your company in any way? What has changed since?

People staying at home and suddenly being worried about eating more healthy and cooking more has definitely increased visits to our website. We have also gained a lot of new followers on social media. But people are also becoming more conscious about the impact of their acts in society and on the planet. CrowdFarming is an easy way (for the client) to “do things the right way.” 

CrowdFarming Founders

What do you do to make sure your marketing is effective?

We combine organic and paid! For example, on social media, we work with paid social ads and try to make sure that we have good, engaging content that speaks to our audience. It is essential to be consistent and honest to transport more than just a sales message. What also helps is to have good stories to tell – this attracts journalists, which results in an organic media boost.

But our key ingredient for our success overall is our team – everyone is super involved, passionate about what they do, and wholeheartedly shares the CrowdFarming values. I think that shines through.

What would your advice be to entrepreneurs who are just starting, in general, and when it comes to branding and naming?

Be original and authentic. Give the consumers some idea of what kind of company you are. Nothing too fancy or abstract but rather short and memorable. Do what you believe in to make a difference, not to become rich. That in itself will help with good branding because it makes for purposeful branding. And: don’t be afraid to share your failures, be honest about your shortcomings. Building trust is crucial. When it comes to both branding and naming, it is helpful to check out the competition to make sure you stand out and will not seem like the copy of someone else.


Building trust is crucial. When it comes to both branding and naming, it is helpful to check out the competition to make sure you stand out and will not seem like the copy of someone else.

Emmeline Hess, Communications Manager at CrowdFarming

What is next for CrowdFarming?

We want to keep growing both our farmer- and CrowdFarmer community and become a real alternative to conventional food supply chains such as supermarkets.


We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.

Find out more about CrowdFarming