The Vollrath Co. has named Fred Fritchen as director of national accounts, a role in which he will lead the manufacturer's strategic sales team and oversee its national account strategy for large customers and channel partners.
According to the company, Fritchen brings extensive experience in the foodservice industry, including work building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
Vollrath said his priorities will center on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of the company's customers, including its largest national accounts and channel partners.
Larry Deutsch, senior director of sales, said in the release that Fritchen combines foodservice experience, strategic account leadership and a proven ability to build lasting customer relationships. He added that Fritchen's experience and leadership would be valuable as the company continues strengthening strategic customer partnerships and identifying growth opportunities.
Vollrath described the appointment as part of its continuing effort to strengthen strategic customer partnerships and identify opportunities for growth, with the national accounts post combining account leadership with sales strategy and management of the strategic sales team.
Separately, the company noted that Andrew Cronau, who participated in FER's How To Spec Live in September, also recently joined the manufacturer.