Urban agriculture is normally associated with crops at the ground level and is appreciated for its benefits to the community. It is mainly perceived as a socially oriented activity, including recreational and leisure projects that are highly valued by citizens. However, profit urban farming initiatives are less accepted, since food security is not currently perceived as a problem in most European cities (however, this point is changing faster due to the COVID19 pandemic (see figure bellow), and it relies on a recreational goal that is currently prioritised over a commercial vision. Among consumers, products from urban farming are expected to be fresher and of a better quality because they are harvested just before consumption. Consumers prefer urban farming products to conventional rural products if they meet specific criteria: high quality, regionality, organic production, or the inclusion of additional social benefits.
Figure: news about the use of the rooftops in Covid-19 lockdowns.