The success of our corn business in Europe rests on three pillars. The foundation is the strongest portfolio in the company’s history.
#MORE – Achieving more together
Change drives us forward
In the past two years, the Business Unit Corn has implemented targeted measures to realign its portfolio and has increasingly focused on the European market. With a clear ambition for growth, it aims to play an essential role in value contribution for KWS.
The corn market is facing challenges, particularly due to the decline in cultivation areas in Europe. The area is projected to decline from 26 million hectares in 2020 by approximately 20%, due to factors such as the conflict in Ukraine, market conditions in Russia, and persistent drought in Southeastern Europe. “This reduction has a significant impact on market conditions and requires all actors in the corn market to consider strategic adjustments”, explains Volker Utesch, Head of BU Corn.
However, our colleagues in corn have already responded to these developments. With three strong strategic pillars, they have built on existing expertise and aim to further expand our established position in the European market.
High efficiency: The potential of one hectare of corn
1. Product:
Our growth is anchored in our strong portfolio!
We currently offer the strongest corn portfolio in our history, with more competitive hybrids available than we can promote through our own sales channels. By keeping a clear focus on excellent genetics, we secure a strong lever to grow our market share. This strong product performance is also confirmed by our customers. Recent survey results from 5,000 farmers across Europe indicate that corn is ranked similarly to sugarbeet in terms of product performance.
- Grain corn: A 25-year investment has paid off, with breeding demonstrating faster progress compared to competitors. The hybrids excel in the early and mid-late segments, which represent the bulk of the European market, and we are extremely grateful for our breeding, which is outyielding leading genetics from Corteva and Bayer. In most other maturity segments, we are competitive. Thanks to our excellent hybrid portfolio, we are now in third position for grain corn in Europe, achieving a market share of 10% in the past years, which was our long-term milestone.
- Silage corn: Leveraging the world’s largest silage breeding program, we are advancing our product performance by prioritizing high-quality varieties with increased energy concentration and yield. Over the next three to four years, we plan to introduce a completely new type of silage varieties with a significantly improved nutrient profile in order to expand our market position.
2. Sales Teams:
Our sales teams make the difference. Past, present & future. #YourSeedPartner
In various markets, and with the support of our strong marketing teams and efforts (offline and online), we have focused on creating demand at the farm level. This strategy has proven to be our most effective sales method and will remain a primary focus as we move ahead.
We have made substantial investments in building relationships with farmers, engaging with more than 60,000 individuals. We have the 2nd largest sales team in Europe and the benefits of in-person interactions are evident, as our market share on farms is at 30% compared to just 10% when no visits occur, which is remarkable. This strategy yields strong results, and we can confidently say that “our salespeople make the difference.”
Currently, our sales teams can tap approximately 15% of the overall sales potential. Therefore, it needs to be complemented through effective distribution networks.
Personal contact makes all the difference: The market share in the farms visited by our sales representatives is significantly higher than in farms that are not visited.
Every country has different requirements for sales. We adapt our strategy to suit the circumstances.
3. Go-to-Market:
Tailored strategies for stronger growth
To increase our market share, we will adapt our go-to-market approaches to the specific realities of each country. In some markets, such as Denmark, direct farmer engagement through our sales teams remains the key driver. In others, like France and UK, indirect sales have proven to be successful through strategic alliances with dealers, while partners provide broader access and availability of our products.
We have also strong examples, such as Romania and Hungary, where a smart balance between our salespeople and dealer networks creates excellent results. Our sales strategies will also be reviewed in light of Customer Centricity to focus on the right mix for each market.
Conclusion: Why corn is set for future growth
Despite a shrinking market, corn remains highly attractive with the highest seed value potential in Europe – and KWS is better positioned than ever. With the strongest portfolio in our history, dedicated sales teams that prove their impact at the farm level, and tailored go-to-market strategies that balance direct engagement with farmers and leverage dealer networks, we are ready to defend and expand our position.
KWS is committed to further investing in this profitable market and has begun to roll out the new course across the countries. It will also be a central element of Strategic Planning 2035 implementation this autumn. The direction is clear: BU Corn is set for #MORE – growth, partnerships, and value creation for farmers across Europe.Follow our intranet page for #MORE!
© KWS SAAT SE & Co. KGaA 2025
