The green transition is more important than ever in the agricultural industry. At SOBY, the process it's about more than meeting ESG requirements or launching sustainability initiatives for their own sake. Our starting point is different: every green initiative should create value beyond the initiative itself. In a new video interview, Mette Frandsen and Morten Frandsen explain SOBY's approach to the green transition.
For Mette Frandsen, the starting point is simple: sustainability initiatives must make sense. She explains that SOBY focuses on its role as a supplier to the agricultural industry and on its ability to support broader change.
"We have been working with sustainability initiatives for many years. But the greatest impact does not come from the changes we make within our own company. Instead, we want to focus on creating value across the entire value chain – for ourselves, our business partners and our customers."
According to Mette Frandsen, SOBY's focus is on creating value throughout the value chain. Rather than concentrating on energy savings in a single solution, the company sees greater potential in helping farmers make more sustainable decisions.
"We can provide solutions that make it easier for customers to make decisions that support the green transition. By providing more detailed data, for example on energy consumption, we can help farmers document their sustainability efforts and improve their opportunities to apply for green financing. In this way, we can contribute to broader change across the agricultural industry."
The green transition doesn't always begin with new technology. As Morten Frandsen explains, many improvements come from making better use of the processes that already exist.
"When we optimise the way we use our steel sheets, we reduce material waste. That is better for resources, but it also makes production more efficient and lowers costs. In the end, it is simply common sense."
The green transition is an ongoing process. As Mette Frandsen points out, there's no fixed end date or single roadmap. Instead, SOBY works within a framework that provides direction while leaving room to learn and improve over time.
"Our ESG strategy is built around three focus areas that guide the development of our future solutions. They help us stay focused on our goals and on what matters most to us. But this is an ongoing journey. We need to continue developing and learning along the way, and that requires flexibility."
The green transition is an important part of SOBY's development, and the work covers many different areas. Visit our ESG page to learn more about how we work with Environmental, Social and Governance matters, and how we turn our ambitions into practical action every day.
Morten Frandsen and Mette Frandsen took over the ownership and management of SOBY in 2015 as the third generation of the family-owned company. Since then, they have continued to build on the company's strong foundation with a clear focus on meeting the future needs of the industry.