Coffee machine manufacturer bolsters sales team

Peter Atmore is the new head of sales and marketing for Fracino

Birmingham-based coffee machine manufacturer Fracino has boosted its team by a further 25% with a series of appointments, including former supplier Peter Atmore who has come on board as head of sales and marketing.

Atmore brings over three decades of sector experience to his role at the third generation family business, which exports to over 70 countries and manufacturers over 5,000 machines annually for customers including Subway, Patisserie Valerie, Druckers coffee shops and Pathfinder pub chains.

His track record includes almost a quarter of a century as MD of MCS Coffee on Merseyside which supplied Fracino machines, as well as sales director at Coffee 1652, North West Vending and 1 Cup.

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The 10 new appointments further enhancing the 60-strong team span research and development, service and stock control.

The developments come at a formative time for Fracino, as it has injected £4m into new equipment and premises in recent years, produced 13 new machines since 2008, and scooped 15 awards since 2013 – the latest being the EEF’s silver Smart Product award for the SUB1 machines which have been installed in 400 Subway stories across England, Ireland and Poland.

Adrian Maxwell, Fracino MD, commented: “Peter’s depth and breadth of expertise is instrumental to our vision for exports to make up 50% of our turnover by 2018.

“He is admired and highly respected within our industry and boasts a track record which is second to none.”

Atmore added: “This is a fantastic time to be joining Fracino, whose international reputation for manufacturing, exporting and product innovation continues to rocket.

“I’ve worked with Adrian and the team for many years and often joke that if you cut me, I bleed Fracino!”

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