The Vollrath Co. has appointed Fred Fritchen as its director of national accounts, a role focused on leading the company’s strategic sales team and overseeing its national account strategy.
Vollrath said Fritchen brings extensive foodservice industry experience. His background also includes building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners, according to the company.
In the position, Fritchen will strengthen key customer relationships, identify opportunities for growth and align strategic sales efforts with the needs of Vollrath’s customers. The appointment places national account work within a broader strategic sales structure, with responsibility for coordinating how the company serves major customers and channel partners.
Larry Deutsch, senior director of sales, said in the release that 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 release also noted that Andrew Cronau recently joined the manufacturer and participated in FER’s How To Spec Live in September. The statement did not provide further details about his role.