KWS announces new distribution agreement for conventional sugar beet seed.

Sugar beet growers will have greater freedom over how they source KWS conventional seed from the 2026/2027 season, as sales are opened up to seed merchants for the first time.

Martin Brown, sugar beet product manager at KWS, says the move marks an important step in giving growers more choice and autonomy when planning their sugar beet seed purchases.

“Conventional sugar beet seed has historically been sold through British Sugar, but this change opens up a new route to market for KWS varieties,” says Mr Brown.

“For growers, the key benefit is choice. If they have a strong relationship with their local agronomist, a national distributor or a regional seed merchant, they will now have the option to buy KWS conventional sugar beet seed through that route.”

The change follows the 2024 announcement, allowing breeders to sell conventional sugar beet seed through alternative routes to market.

KWS has chosen to work with the seed trade rather than sell directly to farmers, reflecting the company’s established relationships with merchants across its wider crop portfolio.

“We are in a slightly different position to some other sugar beet breeders because KWS works across a wide range of crops, not just sugar beet,” Mr Brown explains.

“Our merchants support us across those crops and have well-established relationships with growers.”

Mr Brown said the approach should also help bring sugar beet more closely into wider on-farm seed and agronomy conversations.

“Many agronomists are already involved in managing sugar beet later in the season, whether that is around fungicide, insecticide or general crop management decisions,” he says.

“This gives them the opportunity to play a more active role in variety choice too, helping growers select seed that fits their own farm, rotation and agronomic priorities.”

Mr Brown adds: “We want to give growers more freedom in how they buy their seed, while supporting the merchants and agronomists who already work closely with them. It is about creating a route to market that works for growers, the seed trade and KWS.”