The Vollrath Co. has appointed Fred Fritchen as director of national accounts, placing him in charge of its strategic sales team and national account strategy.
Vollrath said Fritchen brings extensive experience in the foodservice industry. His 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, Fritchen will focus on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath’s customers, the company said.
Larry Deutsch, senior director of sales at Vollrath, 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 will be valuable as the company continues to strengthen strategic customer partnerships and identify growth opportunities.
The appointment gives Vollrath a dedicated leader for a national account strategy intended to connect strategic sales work with customer needs. According to the company, Fritchen’s responsibilities include both customer relationship management and the pursuit of growth opportunities.
Vollrath framed the appointment around strengthening key customer relationships and aligning strategic sales efforts with customer needs. The announcement did not list specific national accounts, markets or financial targets for the role.
Vollrath also noted that Andrew Cronau recently joined the manufacturer. Cronau participated in FER’s How To Spec Live in September.