When Agritechnica puts the spotlight on young farmers, generational change, and finding your footing as a leader in a new reality, it’s more than just a relevant topic – it’s an experience we know first-hand at SOBY.
At the end of September, it will be 10 years since Mette and Morten Frantsen took over the leadership of SOBY, becoming the third generation in the family-owned company. Since then, they have carried on the legacy while shaping a modern company focused on reliable solutions and close customer relationships – always with respect for the past.
A generational transition isn’t just about handing over the reins – it’s about finding your own path as a leader, setting direction, and taking responsibility for employees, customers, and the future. It’s a process we’ve gone through – and continue to grow in.
So how do you approach such a task? What does it mean to grow into a new role – as a leader, as someone accountable, and as a bearer of a family legacy?
Are you in the middle of a generational transition yourself – or just taking your first steps as a leader in a changing world?
Stop by our booth 06F49 – Hall 6 Stand F49
- for an informal conversation. We’re happy to share the insights and lessons we’ve gained over the past 10 years.
Jubilee 2025: Mette and Morten Frantsen took over the leadership of SOBY 10 years ago, becoming the third generation in the family-owned company.