The cultivation of apples at the Val Venosta in Alto Adige, Italy‘s northern-most province has been drastically increasing in the last decades. About one million tons of apples are being produced there every year (among them sorts like Marlene or Golden Delicious) – and contribute with this amount to an esteemed twelve percent of Europe‘s production of apples. The apple fields of Alto Adige make for the biggest connected fields of cultivation of fruit in Europe. Most towns in the valley have started to participate in the apple industry. Just one small town at the western end of the valley has refused. Mals, with it’s 5000 inhabitants has started to revolt against the traditional agricultural sector. In early September 2014, a referendum on the usage of pesticides was held- a novelty in the history of the European Union. 75% voted for a ban of pesticides. Apples are three times more profitable than the cultivation of wheat or rye. But they also promise a much easier living – while being more profitable – in comparison to the humble profits of cow-farmers. This recent development has changed prices of land dramatically. Within a few years, prices went from 30 Euros until up to 90 Euros per square meters. Fertile land seems almost impossible to be bought by local farmers. Therefore the intensive farming seems to succeed – most of all in financial terms. As a result of usage of pesticides grave results can be witnessed: the decline of biodiversity as well as vanishing habitats for animals and plants as well as serious problems for organic farmers. The area now has the chance to become a role model for many other regions in Europe.