British-built fryer brand makes play for Russia

FriFri, the premium fryer brand owned by Middleby Group and now built in the UK, is preparing to make a serious play for the Russian market as part of its export growth strategy.

The company will be travelling to Moscow next month to showcase its range of commercial fryers and pasta cookers at Russia’s leading restaurant equipment exhibition, PIR.

Its appearance at the four-day show is particularly significant as it represents its first exhibition in partnership with Heidebrenner, the German heavy duty catering equipment manufacturer that serves as its exclusive distributor in Russia.

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John Shepherd, international brand manager for FriFri, said the show has come at a good time given the appointment.

“Heidebrenner has 10 years experience of selling into this market and a strong relationship with many of Russia’s major distributors. We want to offer a well-designed, robust, British-made alternative to the brands that currently dominate this market,” he revealed.

“PIR will also be an opportunity for us to improve our understanding of the food and hospitality sector in this part of Europe, and what clients want from catering equipment manufacturers. It will enable us to gain valuable feedback.”

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