The Vollrath Co. has named Fred Fritchen as its director of national accounts, a position in which he will lead the manufacturer's strategic sales team and oversee the direction of its national account strategy.
Vollrath described his background as extensive experience in the foodservice industry, including building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
The position centres on Vollrath's national account customers and the channel partners that work with them, the same groups Fritchen has served in previous roles, according to the company.
In the role, the company said, his focus will be on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath's customers.
"Fred brings a strong combination of foodservice experience, strategic account leadership and a proven ability to build lasting customer relationships," said Larry Deutsch, senior director of sales, in the release. "His experience and leadership will be valuable as we continue strengthening our strategic customer partnerships and identifying opportunities for growth."
The announcement did not disclose further terms of the appointment.
The release also noted that Andrew Cronau, who took part in FER's How To Spec Live in September, has recently joined the manufacturer.