Vollrath Co. has appointed Fred Fritchen as director of national accounts, a role in which he will lead the manufacturer’s strategic sales team and direct its national-account strategy.
The company said Fritchen has extensive foodservice-industry experience. His background also includes building customer partnerships, leading strategic growth initiatives, and helping organizations create value for major national-account customers and channel partners.
In the position, Fritchen is responsible for strengthening key customer relationships, identifying growth opportunities, and aligning strategic sales work with customer needs, according to Vollrath. The position is centered on key customer relationships and the strategic sales work that supports them.
Larry Deutsch, senior director of sales, said Fritchen combines foodservice experience, strategic account leadership, and a demonstrated ability to develop lasting customer relationships. Deutsch added that Fritchen’s experience and leadership will be valuable as Vollrath continues to strengthen strategic customer partnerships and look for growth opportunities.
The appointment places Fritchen at the center of Vollrath’s work with major customers and channel partners. He will coordinate strategic sales efforts and help the company respond to the needs of national-account customers, the company said.
Vollrath also noted that Andrew Cronau recently joined the manufacturer. Cronau participated in FER’s How To Spec Live in September.