The Vollrath Co. has named Fred Fritchen as its director of national accounts, assigning him leadership of the manufacturer’s strategic sales team and oversight of its national account strategy.
Fritchen brings extensive experience in the foodservice industry to the position. Vollrath said his background includes building customer partnerships, leading strategic growth initiatives and helping organizations create value for major national account customers and channel partners.
In the role, Fritchen will focus on strengthening key customer relationships, identifying opportunities for growth and aligning strategic sales efforts with the needs of Vollrath’s customers. The responsibilities connect sales leadership with national account planning and customer partnerships.
“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.”
Vollrath also noted that Andrew Cronau recently joined the manufacturer. Cronau participated in FER’s How To Spec Live in September. The national accounts appointment places Fritchen at the very center of Vollrath’s efforts to align strategic sales work with key customer needs and the company’s overall growth priorities.