This spring, Belgium's VRT released a documentary series on equestrian sports: 'Ruiters' or 'Riders' when translated. "Established values and young talents in the multi-million dollar equestrian business exceptionally open their doors in the run-up to the Paris Olympics," the VRT describes. At first glance, equestrian sports and the fresh produce sector do not seem to have much in common. Yet, the makers also ended up at the Devos Group fruit company, where owner Pieter Devos has long combined his two loves. "It was a great way to get the fruit sector on national television in a positive way, in addition to my passion for equestrian sports," Pieter explains.
Pieter has been a celebrated rider for years, who has also competed in several Olympics. So when the programme knocked on his door, he decided to cooperate and open his doors for an insight into the combination between top-level sport and running a business. "They followed me for no less than two years, regularly being present in the office or in the stables," he explains. "In addition, they even spent a day and night with me in Berlin for the Fruit Logistica, to get an idea of the ups and downs of the sector."
With the final result, Pieter is therefore satisfied. "It turned out to be a wonderful series, showing well what is involved in running a business, combined with sport and passion. The general public only sees those 70 or 80 seconds in the track, but all the work done by a whole team of people, all year round, 24/7, is finally shown. That's very nice and it's an added bonus when the programme is also so well received, as it is in Belgium. It adds to the popularity of the sport and also creates positive attention for our industry."
'Riders' can be viewed here, unfortunately only for Belgian interested parties.
For more information:
Devos Group
Eugeen Coolsstraat 66
3460 Bekkevoort - Belgium
+32(0)16 77 97 58
[email protected]
www.devosgroup.com