In a surprising twist, Coca-Cola has entered a new chapter in its relationship with sugar, largely influenced by former President Donald Trump’s fervent support for sugar farmers and the inclusion of cane sugar in the beverage giant’s products. Consumer interest and buzz in the industry have been provoked by this recent development. Coca-Cola’s announcement comes on the heels of the Trump administration’s increased advocacy for American sugar farmers.
Usually, people such as Jordan Hayes never talk politics, but the 37-year-old Californian was an exception. Hayes is unable to resist changing the subject. He says that because Coca-Cola sticks to cane sugar, the drink has a distinct flavor that makes the drink special. “There’s a different kind of sweetness involved,” he comments, emphasizing his preference for Mexican Coke, which has used cane sugar for over twenty years and developed a dedicated fan base in the U.S.
Coca-Cola’s shift towards cane sugar stems from Trump’s advocacy, which has included direct conversations with company executives. In January, Trump unveiled custom-made cans of Coca-Cola diet cola to Coke-delegates. He, too, blasted the company’s excessive use of sugar and even picked up the phone to get sugary industry titan Jose Fanjul to defend the use. As a result of these discussions, Trump announced that Coca-Cola had agreed to incorporate cane sugar in its U.S. offerings at his urging.
During his time in office, President Trump has pursued policies to strengthen domestic sugar production. The so-called “Big Beautiful Bill” supported by Trump raised price supports for sugar producers. American sugar farmers today benefit from even stronger protections. This recent development has raised the ire of the agriculture community. Only about 4,000 sugar farmers operate in the entire continental U.S. Because less than a quarter of them grow cane sugar, this policy change could have an outsized effect on their practice of farming.
Richard Trappasse, a 48-year-old Tennessean, likes to down one or two Cokes a day. In his spare time, he rounds up Coca-Cola memorabilia and can’t wait for the changes to show up! “We’re going to bring sugar back to our classic Coca-Cola product – that hits with his fans,” he states, highlighting the potential appeal of cane sugar to Coca-Cola’s consumer base. Trappasse is confident that this latest decision will strike a chord with all those who long for a taste of the classics.
The political environment around sugar has made headlines in recent years. In other words, the Sugar Alliance has grown into a potent political force of its own. From 2018 through 2022, it surpassed all other ag interest groups, defending countless stakeholders within the sugar industry. Their deep pockets have allowed them to take a tremendous outsize role in shaping the political discourse on sugar farming policies.
Colin Grabow, a policy analyst, notes the dynamics at play: “They have the president both championing restrictions that keep out foreign competition and encouraging more use of sugar.” This dual approach has serious long term implications for domestic consumers and international trade that deserve more attention.
We might also consider John Boehner’s recent memoir, which should remind any of us of sugar farmers’ political potency. He is right to say that they should not be written off or counted out of serious policy debates. This ambivalence reverberates across the pages of today’s news as Coca-Cola steps delicately into a brand-new relationship with its consumer base and agricultural stakeholders.
Despite the renewed focus on cane sugar, Coca-Cola has been primarily looking to expand its low and no-sugar options in recent years. Trump’s crusade on behalf of cane sugar would be a big break from orthodoxy. This decision has the potential to dramatically change product formulations going forward.
For soda consumers such as Hayes and Trappasse, that change will transform the soda landscape in a fundamental way. It will deepen their understanding of American agricultural practices. The crossroads of politics, changing consumer preference, and farm policy make for a complicated and compelling story that’s still being written.
As Coca-Cola responds to these realities, it has returned to the crossroads of consumer desire and political activism. Are they asking, will this strategy increase sales? Or will it trigger a consumer backlash from the growing parade of health-conscious consumers concerned about sugar consumption and obesity?