The Vollrath Co. has named Fred Fritchen its director of national accounts, putting an industry veteran at the head of its strategic sales team.
According to the company, Fritchen brings extensive foodservice experience to the position, along with a record of building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
In the role, he will lead the strategic sales team and oversee Vollrath's national account strategy. His stated focus includes strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of the company's customers.
"Fred brings a strong combination of foodservice experience, strategic account leadership and a proven ability to build lasting customer relationships," said Larry Deutsch, senior director of sales, in the announcement. He added that Fritchen's experience and leadership will be valuable as Vollrath continues strengthening its strategic customer partnerships and identifying opportunities for growth.
The appointment comes as Vollrath adds to its commercial team. The company noted that Andrew Cronau, who took part in FER's How To Spec Live in September, also recently joined the manufacturer.