The Vollrath Co. has appointed Fred Fritchen as its director of national accounts, putting him in charge of the manufacturer's national account strategy and its strategic sales team.
Vollrath said Fritchen arrives with extensive experience in the foodservice industry. That background includes 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 the company's national account strategy. Vollrath named three areas of focus: strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of its customers.
The company described the appointment as a sales leadership change centered on national account customers and channel partners. Vollrath said Fritchen's background in partnership building and strategic growth work matches the scope of the director role.
Sales leadership view
“Fred brings a strong combination of foodservice experience, strategic account leadership and a proven ability to build lasting customer relationships,” Larry Deutsch, senior director of sales, said in the release. He added that Fritchen's experience and leadership would be valuable as Vollrath continues strengthening strategic customer partnerships and identifying opportunities for growth.
Vollrath also noted that Andrew Cronau recently joined the manufacturer. Cronau took part in FER's How To Spec Live in September.