VELD Collectief launches BEET HOTLINE to rescue sugar beets that have fallen off lorries

Anyone in Groningen who spots a sugar beet lying by the roadside can now report it to the VELD Collectief’s Beet Hotline.

Every year, millions of sugar beets are transported through Groningen, and this leaves its mark. Along the way, beets fall off lorries or are left behind after the distinctive beet piles have been collected. With the Beet Hotline, we’re calling on everyone to help track down these lost beets, so that they aren’t wasted this year!

Spot a beetroot? Call 050 569 01 12 and leave a voicemail with the location. We’ll collect the reported beetroots and turn them into sugar during the group exhibition ‘ubiquitousssssugar’ at the SIGN exhibition space. The exhibition runs from 17 October to 15 November 2026; during this period, the Beetroot Hotline will be active and we’ll be making sugar together on various occasions.

SAVE A BEET, CALL THE HOTLINE! Please note: do not put yourself in danger to save a beet. Never step onto the road and always prioritise your own safety.