The agricultural sector has been more vocal about the use of biostimulants to promote plant growth and development, which can be made using algae, bacteria, fungi, humic and fulvic acids, and hydrolysate proteins. Franco Brazzabeni discusses the importance of biostimulants, their use for sustainable agricultural production, and current European regulations to advance the use of such technologies, as well as current challenges that hinder wider adoption of biostimulants.