A Norfolk farm machinery expert who has sold sugar beet harvesters for more than 40 years is handing over the reins of his long-running business.

Jeremy Riley, founder of J Riley Beet Harvesters (UK) Ltd, has sold his remaining 50pc stake in the company based at Attlebridge, between Norwich and Fakenham.

He has been dealing in farm machinery since 1978, but set up his own business in 1994 to import and distribute sugar beet harvesters manufactured by Dutch family firm Vervaet.

Now he has handed over the stewardship of J Riley Beet Harvesters to former sales manager Matt Carse, who has taken over as managing director.

"My children have gone their own ways, so I had to look outside of the family for succession," said Mr Riley.

"I believe Matt Carse shares the same values and ethos that we’ve had for the past 30-odd years, one of looking after and putting the staff and customers first, and with his enthusiasm and background in our industry we believe he is the right person moving forward."

Mr Riley said the machinery business is "all about the people involved", adding: "I’ve been dealing with some customers for three generations, continuing relationships which go back to 1978 when I began selling Moreau harvesters with Fords of Salhouse."

Eastern Daily Press: The team at J Riley Beet Harvesters in AttlebridgeThe team at J Riley Beet Harvesters in Attlebridge (Image: Chris Lockwood)

Mr Carse said: "Anyone who knows Jeremy Riley personally will understand the sheer devotion and passion he has put into building up the business over the past decades to become market leader.

"The company has become the flagship for the entire industry to look up to. I think that the team at Riley’s should feel very proud to be part of this success, and they are recognised across the industry for their high level of service and customer support.

"Our staff and customers can rest assured that it’s business as usual as we aim to maintain the same high standards that Jeremy has infused so well into the Riley team."

Robin Vervaet, commercial director at Frans Vervaet, said the Dutch firm had enjoyed "a long-lasting and harmonious relationship" with Mr Riley - which he looks forward to continuing with Mr Carse.

"From the second I shook hands with Matt Carse I thought that he was our man," he said. "Although Matt is obviously a totally different person to Jeremy he shares the same values, and I can’t think of anyone better to fill his shoes."