Among the goals it has set for 2030, the European Union aims to ensure that at least one quarter of agricultural land is farmed using organic or ecological practices. In this race, Andalusia holds a significant advantage: over 50% of Spain's organic farming is concentrated in the south, making its lands a testing ground for policies that encourage and promote these practices. Until now, however, the motivations behind choosing organic practices over others had not been thoroughly studied. A team from the University of Córdoba surveyed around 200 farmers and reached a conclusion: moral motivations (concern for the environment and the social ecosystem) are just as important as those linked to profitability.