The Vollrath Co. has appointed Fred Fritchen as its director of national accounts, putting him in charge of the manufacturer's strategic sales team.
In the role, Fritchen will oversee Vollrath's national account strategy. The company said his focus will include strengthening relationships with key customers, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath's customers. The appointment places him at the center of coordinating that strategy across the sales organization.
Fritchen arrives with extensive experience in the foodservice industry. Vollrath cited his background in building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
Larry Deutsch, senior director of sales, said Fritchen brings a strong combination of foodservice experience, strategic account leadership and a proven ability to build lasting customer relationships. Deutsch added that his experience and leadership would be valuable as Vollrath continues strengthening its strategic customer partnerships and identifying growth opportunities.
Separately, Vollrath noted that Andrew Cronau, who took part in FER's How To Spec Live in September, recently joined the manufacturer.