News

SOBY celebrates 10 years of family ownership in the third generation

On 1 October 2025, it's been 10 years since Mette Frantsen and Morten Frantsen took over the ownership of SOBY, becoming the third generation to lead the family company. Here, they share their experiences with trust, the dynamics of being both siblings and owner-managers, and SOBY’s position in an industry that is evolving at a rapid pace.

Agritechnica 2025: Best practices across the agro-industry

The future of farming is already here – and it’s all in focus at Agritechnica 2025. But the future isn’t just about technology. It’s also about collaboration and best practice across the industry. Find the key highlights for your visit here.

Technical news for SOBY dealers only

On the dealer portal blog, our dealers can find the latest updates on products, technical data, and service information – all in one place. Very soon, they will also receive an overview of the most important updates directly in their inbox.

Themes at Agritechnica: Young Professionals and Generational Leadership

We look forward to Young Professionals Day at Agritechnica, where young farmers, generational transition, and leadership are the main themes. We’ve just celebrated the 10-year anniversary of Mette Frantsen and Morten Frantsen taking over the ownership and management of SOBY, becoming the third generation in the family-owned company.

Meet our employees: Rita adds value trough order

At SOBY, every link in the chain has to work seamlessly to ensure that our solutions reach the end users on time and in top quality. Rita Svenningsen makes sure everything is in perfect order before production can begin.

Digital user manuals are now standard for product shipments

Digital user guides are now standard at SOBY. We are phasing out the printed guides that were previously sent with all products. This provides easier access to the material and at the same time contributes to a more sustainable solution.