Alfalfa is emerging as a cost-effective alternative crop in Bulgaria due to declining prices of cereal crops like wheat and corn. The cultivation cost of alfalfa is lower, it doesn't require expensive treatments like fungicides or nitrogen fertilizers, and it enriches the soil by fixing nitrogen. The shift towards alfalfa is a diversification strategy in response to challenging grain market conditions. The Machuganovi family company, which imports alfalfa from Romania and Moldova due to its inability to grow in colder climates, highlights the high global demand for alfalfa, especially in Bulgaria where there is a winter shortage.