The Vollrath Co. has appointed Fred Fritchen as its director of national accounts, giving him responsibility for leading the strategic sales team and overseeing the company’s national account strategy. Vollrath said the role centers on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of its customers.
Fritchen brings extensive experience in the foodservice industry, according to the company. Vollrath said his background includes building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
Larry Deutsch, senior director of sales at Vollrath, said in the release that Fritchen brings “a strong combination of foodservice experience, strategic account leadership and a proven ability to build lasting customer relationships.” Deutsch added that Fritchen’s experience and leadership would be valuable as the company continues strengthening its strategic customer partnerships and identifying opportunities for growth.
In the national accounts role, Fritchen will be responsible for connecting sales strategy to customer needs and for developing relationships with major accounts and channel partners. Vollrath framed the appointment as part of its effort to strengthen strategic customer partnerships and pursue growth opportunities.
Vollrath also said that Andrew Cronau recently joined the company. Cronau participated in FER’s How To Spec Live in September.