The Vollrath Co. has named Fred Fritchen director of national accounts. In the role, Fritchen will lead the company's strategic sales team and oversee Vollrath's national account strategy, according to the company.
Vollrath said Fritchen brings extensive experience in the foodservice industry. His background includes building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
The company said the role will focus on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath customers. That scope links national account leadership with the company's strategic sales work and its relationships with major customers and channel partners.
Larry Deutsch, senior director of sales, said Fritchen brings a strong mix of 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 opportunities for growth.
Vollrath also said Andrew Cronau recently joined the manufacturer. Cronau participated in FER's How To Spec Live in September.
The appointment gives Vollrath a dedicated leader for national account strategy, with responsibilities spanning strategic sales leadership, customer relationships and growth initiatives.