Campaign

The future only works together

Why KWS is launching a campaign on the subject of sustainability.

For KWS, sustainability is not a short-term trend that a company merely has to follow. Under our Sustainability Ambition 2030, which was published just over a year ago, we clearly defined with the statement “Sustainability starts with the seed” that we as a seed specialist play a core role in successfully mastering agricultural challenges.

And our Strategic Planning 2031, with its focus on Sustainable Agricultural Practices, has also confirmed that KWS will strengthen its activities in this area with its customary foresight. With a diverse and growing portfolio of varieties developed using innovative breeding methods, we enable less use of resources coupled with stable and high yields, for example.

But how exactly does that work – and are all the stakeholders relevant to us actually aware of the important role played by seed producers?

To answer these very questions and reinforce the topic of sustainability both at KWS and among our target groups, we are now taking the next step: As part of a campaign entitled “The future only works together,” we will take a close look at five core areas in which KWS makes an important contribution.

The first pilots of the “The future only works together” campaign have been launched – for example, the European Seed Magazine has published the first articles on our topics at "Sustainable Agriculture Archives – European Seed.”

A high-quality campaign film, social media activities, external publications and advertising banners are also planned. All information on the campaign will be collected on a central landing page on KWS’ website and published when the campaign starts in the new year. |

The campaign’s five core areas

Soil fertility: In order to supply a growing population with sufficient food under increasingly difficult conditions, the preservation (and restoration) of nutrient-rich and fertile soils must be promoted. That is why KWS is working on solutions to actively protect soil. The aim is to enable significantly higher fixation of CO₂ and nitrogen by means of a diversified crop rotation – and thus also to help ensure the best harvest possible. |

Drought tolerance: Cultivation conditions, pests, climate – by conducting intensive research and breeding of high-yielding varieties, we are continuously working to develop adapted and resistant varieties with, among other things, a higher tolerance to drought, heat, cold and other abiotic stresses. The focus is on varieties that use water and nutrients more efficiently and thus contributes to yield stability even under harsh and hot conditions. Read more in our series on the Strategic Planning 2031. |

Reduction in inputs: The excessive use of fertilizers and pesticides can be harmful to our environment. In addition, new regulations on the use of these agents are increasingly restricting farmers’ options. KWS is working to make varieties inherently more resistant and efficient in order to maintain high yields while significantly reducing the use of pesticides and fertilizers. |

Digitization: Old plant breeding know-how and new, digital tools must come together to successfully tackle the challenges facing agriculture. KWS develops digital solutions that enable farmers to cultivate their land efficiently and sustainably with adapted varieties and less effort, among other things. |

Healthy food: Providing healthy and sustainable nutrition to feed as many people as possible is one of the most urgent challenges of our future. KWS is leveraging its experience and resources to further expand its portfolio of new and innovative plant-based foods – such as vegetables and alternative protein sources. |

Marketing objective

The campaign: Clear examples underpin strong messages

The aim of the marketing campaign, preparation of which is proceeding apace, is to convey a forward-looking and positive attitude towards the issue of “sustainability in agriculture.” We want to underscore the important role that agriculture plays with regard to the challenges posed by climate change and the like. At the same time, we aim to highlight the contributions our seed portfolio and associated services make to solving them. The focus of the campaign is on challenges and clear proof points, i.e. evidence to back up our work.

The overarching element in the campaign is KWS’ strategic approach – it is our conviction that we can and must make a major contribution. This is also reflected in our Strategic Planning 2031 and Sustainability Ambition.

We have encapsulated their clear and ambitious objectives in the campaign title. “The future only works together” is intended to express our proximity to farmers, and is also a rallying call to all: Agriculture, seed producers, policymakers and the general public must work together to bring about real change. Seed is the foundation for that.

The core fields enable us to break down the overarching challenge into individual areas (such as drought tolerance) and thus provide clear starting points. The proof points offer an insight into individual solutions, varieties or tools to flesh out the specifics of our approaches. The Business Units and other areas of the company define the proof points.