A Norfolk farm machinery company is gearing up for a major working demonstration of its huge sugar beet harvesters to celebrates its 30th anniversary.
J Riley Beet Harvesters, based at Attlebridge between Norwich and Fakenham, was founded in 1994 to import and distribute machines manufactured by Dutch family firm Vervaet.
Company founder Jeremy Riley was heavily involved with the establishment of six-row self-propelled sugar beet harvesters in Britain. And in 2001 Vervaet unveiled the world's first nine-row harvester, the enormous Beet Eater.
The company also refurbishes used harvesters and undertakes out-of-season overhauls, with a 10-strong team of engineers providing service support to customers across the country.
Dedicated new premises were built at Attlebridge in 2007, including new workshop and office facilities which, in turn, allowed the stores to be enlarged.
In 2022, Mr Riley retired and sold the business, which is now co-owned by Vervaet and current managing director Matt Carse.
"Having good people within the company has been key to its success over the past 30 years, and with a great team in place we are poised to continue the Riley story for the next three decades,” said Mr Carse.
"We very much appreciate the continued support from our loyal customers, with which we enjoy many long-lasting relationships, and we are keen to continue to offer the highest level of service in the industry."
Jonathan Hoekman, commercial director at Frans Vervaet BV, attributed the success of its UK distributor to a combination of "excellent machines, perfect service, and low cost of ownership".
"With younger teams in place at both Vervaet and Rileys we have a secure future ahead of us to continue this ultra-successful story,” he added.
The biennial J Riley working demonstration will return on January 31, showcasing the latest Vervaet beet harvester range at work, including turbine and rollerbed models, in a field near Little Witchingham, outside Norwich, by permission of H Jones (Farms) Ltd.
As part of the company’s 30th anniversary celebrations an older Vervaet harvester will be running alongside its more modern cousins.
The postcode is NR9 5NB, and What3words location is ///furniture.slips.beanbag. Signs will be in place on the day.
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