Petersime is pleased to announce the appointment of Ruben Matthys as the new Area Sales Manager for Germany, Austria, Switzerland and the Netherlands. In this role, Ruben will be responsible for managing sales across these key markets, strengthening customer relationships and supporting hatcheries in achieving long-term success.
Moving across roles to support customers in different ways
Ruben joined Petersime two years ago, starting in the newly created role of Customer Experience Officer. In that position, he supported customers in the implementation of Eagle Trax™, Petersime’s cloud-based hatchery software. His hands-on involvement and customer focus soon extended into the broader development of the Aftermarket Sales department, where he helped shape technical and incubational services, tailored training and machine conversions that enable customers to get the most out of their hatchery.
As a next step, Ruben took on the role of Team Lead Aftermarket Sales, actively contributing to Petersime’s global sales and service network. The position brought him face-to-face with many customers and hatcheries worldwide – experiences that deepened his understanding of the sector and the everyday challenges hatcheries deal with.
Now, as Area Sales Manager, Ruben looks forward to building even stronger relationships with customers in Germany, Austria, Switzerland and the Netherlands. True to Petersime’s mission to deliver ‘value for life’, he is committed to helping customers thrive in an evolving industry. “During my internship at a hatchery, I gained a deeper understanding of the challenges our customers face. It taught me how much impact a thoughtful, engaged business partner can make. That perspective was reinforced during my later hatchery visits, where I saw firsthand how much our customers value not just a supplier, but someone who truly thinks along with them and adds real value. That’s exactly what I want to keep doing,” he says.
From teaching to poultry innovation
With a background in teaching in Business fields at University College and a Master's in Germanic Languages, Ruben didn’t follow the most obvious route into the poultry sector. But for him, the move makes perfect sense. His academic background sharpens his communication and analytical skills, while his passion for innovation and experience at Petersime help him connect the dots between people and technology.
“To me, the poultry sector is a fascinating mix of biology and technology. Every detail – whether it’s in egg storage, HVAC settings or chick handling – can significantly influence hatchery results. What makes it even more interesting is how the industry keeps evolving, tackling challenges in productivity, animal welfare and sustainability. I feel fulfilled by being part of a company that truly listens to its customers and communicates proactively, while bringing the right solutions to the table.”
With Ruben’s addition to the Area Sales team, Petersime is set to further expand its sales and service excellence, ensuring that customers receive the best solutions to maximize their hatchery’s success.
Interesting topics
