The founders are Sunday Times stringer Martin Jay and parliamentary adviser Gawain Towler.
Jay says the idea is to tell the truth about what goes on behind the scenes in the European institutions, and expresses the hope that it will become a must-read for the estimated 10,000 lobbyists earning a crust in the Belgian capital.
Describing the site as 'an online Private Eye to take the piss out of Europe,' Jay points with particular pride to a fictional Paul Adamson celebrity interview, in which the market-leading Brussels lobbyist is parodied for the interviews he conducts in the serious EC-focused title E Sharp, that he founded.
Sprout's opening special is a piece in which Adamson - whose site can be found at www.peoplepowerprocess.
com - interviews, erm, himself. Space precludes a lengthy quotation, but you are assured it is well worth a read.
For his part, Adamson, is taking the ribbing in good heart: 'I should be grateful they spelt my name right I suppose, and they did so several times at that,' he said.
Playing down the obvious reasons for him being picked on - success breeds resentment, after all - Adamson insists he was chosen simply because his name is before most Brussels lobbyists in the alphabet: 'The tone is a little crude but it has got people going over here,' he tells Diary.