The Vollrath Co. has named Fred Fritchen director of national accounts. In the role, Fritchen will lead the strategic sales team and oversee the manufacturer’s national account strategy. The company said his responsibilities will focus on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath’s customers. The appointment was announced by the manufacturer.
Fritchen brings extensive experience in the foodservice industry, according to Vollrath. His background includes building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners. The role combines leadership of the strategic sales team with oversight of national account strategy, the company said. Those responsibilities place national account strategy and strategic sales leadership in the same position.
Larry Deutsch, senior director of sales, said Fritchen combines 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 Vollrath continues strengthening strategic customer partnerships and identifying growth opportunities. The comments tied the appointment to those partnership and growth priorities.
The company also said Andrew Cronau recently joined Vollrath. Cronau participated in FER’s How To Spec Live in September. Cronau’s participation in the September event was noted alongside his recent arrival.