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Hemp cultivation is experiencing a resurgence in Europe, with the European Commission identifying it as a strategic crop for achieving Green Deal objectives. This study investigates opportunities and challenges of hemp cultivation from German farmers' perspectives across all three sustainability pillars. We conducted qualitative interviews with 14 agricultural enterprises across northern Germany in 2024, analyzing data through deductive category formation. Economic findings reveal opportunities through diversified revenue streams and reduced input costs, though scale requirements and market uncertainties present challenges. Ecologically, farmers confirm hemp's benefits for soil health and reduced chemical inputs, while noting specific management requirements for water and soil conditions. Social acceptance is improving when hemp is effectively distinguished from the drug cannabis, though regulations and conservative attitudes remain barriers for adoption. Success in hemp cultivation requires establishing stable market structures, developing region-specific management practices, and implementing effective knowledge transfer programs. This study provides the first comprehensive analysis of European farmers' experiences with hemp cultivation and offers practical insights for policymakers, farmers, and industry stakeholders while connecting farmer perspectives with European Green Deal objectives.
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