Frima is gunning for growth in London after appointing a regional sales manager to drive its business in the capital.
Matthew O’Hagan, a former professional chef who has cooked alongside the likes of Angela Hartnett and Luke Holder, recently joined the company, which is best known for its VarioCooking Center.
Frima hopes the combination of his cooking and sales background — O’Hagan most recently worked in the beverage market with Carlberg and Pepsico — will serve it well as it looks to strengthen sales of the multifunctional cooking product in the UK.
“Matthew’s expertise as both a chef and a sales person gives him real empathy and insight into our customers’ needs,” said Frima’s UK managing director Graham Kille.
He added that there was “growing interest” in the Frima multifunction concept, which the company is seeking to exploit.
“The UK lags behind the continent in embracing the technology, but sales growth proves that we’re certainly catching up,” commented Kille. “There’s also been a big spike in interest following the launch of the new compact model. That’s why we need to expand the Frima UK team — and Matthew is the ideal candidate for the job.”