After five years of collaboration, we were finally able to welcome our Ukrainian dealer Riela® to SOBY in Denmark for the first time. The visit included technical discussions, a factory tour, a customer visit and the long-awaited presentation of their Trusted Dealer of the Year 2023 award.
Due to the situation in Ukraine, it has not previously been possible for Riela® Ukraine to visit us. As part of the agricultural industry, which plays an important role in Ukraine’s economy, they have now been granted conditional permission to travel abroad, making the visit possible.
Their days in Denmark included a tour of the SOBY factory, technical discussions and an in-depth review of opportunities in the Ukrainian market. The visit gave us the opportunity to take a closer look at our products and solutions as well as the specific needs Riela® encounters among customers in Ukraine.
We visited a Danish reference customer where a new system featuring SOBY equipment was installed in spring 2026. Here, Riela had the opportunity to see our solutions in operation and gain practical insight into the installation and day-to-day handling.
There was also time to spend together outside the professional setting. The programme included a dinner together and a trip to the North Sea coast and Cold Hawaii in Klitmøller.
One particularly special part of the visit was finally being able to present Riela® Ukraine with their Trusted Dealer of the Year 2023 award. Due to the situation in Ukraine, we had not previously had the opportunity to meet and present the award in person. This made it particularly meaningful to finally give Riela® the recognition they have been waiting to receive since 2023.