After five years of collaboration, we were able to welcome our Ukrainian dealer Riela® to SOBY in Denmark for the first time. Over the years, our partnership has developed into a close relationship, and Riela® was named Trusted Dealer of the Year 2023. That made it particularly meaningful to finally meet at our facilities in Denmark for professional discussions, a factory tour, and customer visits.
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.
The visit was particularly meaningful to us, as it was the first time we were able to welcome Riela® Ukraine to SOBY in Denmark. Riela® was named Trusted Dealer of the Year 2023, and although the award was previously presented in person during a visit to Riela® in Ukraine, we had long looked forward to meeting them on our home ground. It was therefore particularly special to finally show them our production facilities and give them a closer look at SOBY.