Vollrath Co. has appointed Fred Fritchen as director of national accounts, placing him at the head of the manufacturer's strategic sales team.
In the role, Fritchen will oversee Vollrath's national account strategy. The company said his priorities include strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath's customers.
The position covers both team leadership and strategy: Fritchen will direct the strategic sales team while overseeing the national account strategy itself.
He brings what the company describes as extensive experience in the foodservice industry. That background includes building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
“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. Deutsch added that Fritchen's experience and leadership would be valuable as the company continues strengthening its strategic customer partnerships and identifying opportunities for growth.
Separately, Vollrath noted that Andrew Cronau, who took part in FER's How To Spec Live in September, also recently joined the manufacturer.