Jamie Oliver steps into equipment sales

TV chef and restaurateur Jamie Oliver is looking to step up sales of a commercial cooking equipment brand that he exclusively imports in the UK.

His company is the sole importer and distributor of the Valoriani line of commercial ovens from Italy and plans to exhibit at Hotelympia next month to push the brand.

Oliver’s partnership with the manufacturer isn’t new, but the show will mark the first time that his business has embarked on a campaign to promote the equipment in such a setting.

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“We’ve been distributing these Valoriani ovens under Jamie’s company for a couple of years now, but this is the first time we are showcasing them and marketing them,” explained a spokesperson for his company.

It is not clear whether Oliver has any aspirations to bring in any further brands under his name. Valoriani is currently the only commercial equipment he licenses.

Some of his restaurants, including Fifteen and Jamie’s Italian, use Valoriano ovens, while it has supplied models that have been installed in establishments such as The River Cafe, The Pizzeria at Harrods, Shoreditch House and the Seprentine Bar & Kitchen.

At Hotelympia, the company is planning to showcase both the wood fired and gas versions of the ovens.

It will also be exhibiting the patented Verace oven, demonstrated on the stand by Roberto di Massa, one of Italy’s best pizza chefs, as well the FornoGrill, which is the newest addition to its portfolio.

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