We Are Sugar

Wirtschaftliche Vereinigung Zucker e.V.

The sugar producers’ association Wirtschaftliche Vereinigung Sugar (WVZ) represents the interests of the German sugar industry – and thus also of roughly 25,000 sugar beet farmers and four sugar-producing companies. The association has frequently come under harsh criticism. Why? Because sugar is well on its way to becoming the “new smoking”. But there’s much more to sugar and the sugar beet than this – a lot of which politicians as well as everyday citizens gladly overlook.

With the support of komm.passion, the WVZ plans to change precisely that: Together, we give the farmers, sugar company workers, service providers and the inhabitants of sugar-producing regions a voice. We want to take a stand for the sugar beet and for the sugar industry in Germany. Germany’s sugar industry is threatened by unfair competition in the EU and global sugar markets. This is a state of affairs that we hope to end together. Fair play for the people behind the sugar beet.      

In the foreground is the shared message: We are sugar. 

The campaign “We Are Sugar” came to life in 2019. Its goal: to show everything sugar beets can do: for the environment, the climate, our groundwater and for rural areas – and why they need to be protected – through clear but also emotional statements from people whose livelihoods depend on the sugar beet. Beet farmers explain why they don’t have alternative crops other than the sugar beet for their fields and mayors make it clear that sugar beet farming creates regional jobs and secures income for their local communities. 

Together, WVZ and komm.passion are taking the message straight out of the country and into the political hotspot Berlin. The campaign has achieved huge resonance on social media. The online community is spreading the message even further. Even national and state politicians are taking part with their own statements and posts under the hashtag #WirSindZucker (“We are Sugar”). Thanks to political conventions and parliamentary events, the message is reaching Germany’s top political decision makers. This makes it possible to keep the conversation going and to give a push for important decision-making processes. 

Always in focus: the rural space. WVZ and komm.passion are spreading the message on location in the featured regions. With colorful brochures about sustainable beet planting, stickers, field billboards and large posters, the people behind sugar can show their neighbors: We grow and process sugar beets right at your doorstep. By doing this, we protect the rainforests, reduce the nitrate content of your groundwater and create valuable jobs.

The outcome: The campaign is already a big success today – with active support from the agriculture sector, from companies, from rural businesspeople and from politicians at all levels. The initiative will start again next year – and it won’t stop until there is fair play for the German sugar beet.