Vollrath Co. has appointed Fred Fritchen as director of national accounts, putting a foodservice industry veteran in charge of its strategic account sales effort.
The company said Fritchen brings extensive experience in foodservice, 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 his new role, he will lead the strategic sales team and oversee Vollrath's national account strategy.
Vollrath said the position will focus on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of its customers. The assignment places Fritchen at the center of the manufacturer's work with major accounts and channel partners.
Larry Deutsch, senior director of sales at Vollrath, said Fritchen combines foodservice experience, strategic account leadership and a demonstrated 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 company also said Andrew Cronau recently joined Vollrath. Cronau took part in FER's How To Spec Live in September.
The announcement did not include an effective date or additional terms, and it did not specify which customer accounts Fritchen will oversee.