Despite a slow start to the season due to late-May snowfall, southern Alberta's sugar beet fields are looking solid with good yields for the 2021 harvest, although sugar content is not as high as desired. The Alberta Sugar Beet Growers (ASBG) is optimistic about the industry's future and aims to expand, currently supplying about 10% of the domestic market. The industry faces challenges such as competition from imported raw cane and lack of regulatory support for expansion. However, advancements in technology, improved genetics, and the use of Roundup Ready varieties are enhancing efficiency and productivity. The ASBG is advocating for more irrigation expansion in southern Alberta and considers potential rotations between sugar beets and potatoes. Labor challenges, particularly with truck drivers, persist, but are being mitigated by technology that increases efficiency in harvesting and loading.