The Vollrath Co. has appointed Fred Fritchen as director of national accounts, a role in which he will lead the company's strategic sales team and oversee its national account strategy.
Vollrath said Fritchen brings extensive foodservice industry experience to the position. 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 is responsible for strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath customers, according to the company.
Larry Deutsch, senior director of sales, said Fritchen offers a strong combination of 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 Vollrath continues strengthening strategic customer partnerships and identifying growth opportunities.
The company described the appointment as part of its continuing focus on strategic customer partnerships and growth opportunities. The appointment gives Fritchen a central role in connecting sales strategy with the needs of national account customers and channel partners. Vollrath also noted that Andrew Cronau recently joined the manufacturer. Cronau participated in FER's How To Spec Live in September.