In what is probably a Cereals first, the centrepiece of the De Sangosse stand is a rather beaten-up Toyota Hilux.
It is the vehicle that Jeremy Clarkson and the Top Gear team tried to destroy as part of the Top Gear television programme, the vehicle now affectionately known as ‘the indestructible Hilux’.
However, the company points out that it does have a serious message behind it: the durability of its ferric phosphate slug pellets. To go with it, there’s a Top Gear-style film hosted by presenter Sandy Kirkpatrick.
It sees De Sangosse slug pellets put through a series of deliberately exaggerated, tongue‑in‑cheek durability challenges. Using big machinery, farm ingenuity and a healthy dose of what the company describes as ‘controlled chaos’, the film explores what happens when pellet integrity is pushed well beyond normal handling conditions.
In true Top Gear style, the tests escalate progressively through prolonged water exposure, drops, impacts and heat, echoing the spirit of that particular episode.
De Sangosse UK MD Phil Carpenter says it’s a little different to highlighting laboratory data or formal product trials. “It’s having some fun with the concept of durability. rounding it in real, practical farming challenges. It felt like something people would genuinely engage with something people would genuinely engage with.”
To watch the video, click here.
