Farmers are increasingly under pressure to feed more people. The UN predicts that the world population will rise from 7.3 billion today to 9.7 billion in 2050. This growing population has become pickier about the food they eat. In the EU alone, the organic market grew by 7.4% in 2014 with sales valued at €24 billion. Beyond organic food, there is an overall push to make farming greener by using less water and pesticides.