Trident appoints A-Z as first Mibrasa distributor

Trident Catering Equipment has struck its first formal distributor arrangement following its recent appointment as the sole UK agent for the Mibrasa indoor charcoal oven brand.

The company has signed up A-Z Catering Equipment as its distributor for Cambridgeshire and will be using the company’s showroom premises in Peterborough as a ‘live’ demonstration facility for the Spanish-made ovens.

While Trident is in a position to sell direct to the end-user like most other competitive brands on the market, it is ideally looking to assemble a small network of regional dealers with a similar profile and set-up to A-Z.

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“The idea of having a network of specialist distributors throughout the UK is the aim of most importers and manufacturers , but there are not too many types of heavy equipment these days that can be classified as ‘specialised’ or ‘on trend’,” said Trident’s managing director Trevor Bell.

“Consequently, the opportunity to work with trading partners such as A-Z in Peterborough and others who have the capacity to go the extra mile by providing live demo facilities for the Mibrasa charcoal ovens enables both parties to present the ovens in a close-to-working environment, where buyers and chefs can have a proper hands-on experience and the opportunity to run through their own menu at their own pace.”

Trident would eventually like to reach a point where it is working closely with up to a dozen distributors around the UK and Bell said any companies prepared to install their own Mibrasa demo oven would qualify for extra discount, regional exclusivity and onsite support.

Although its first distributor appointment, A-Z Catering Equipment, is only based 10 minutes from its own Peterborough office, Bell insists it will not cause conflict from a local sales perspective.

“While we have tended to operate in different sectors, A-Z has been one of our ‘friendly’ competitors for almost 20 years,” said Bell. “Knowing and respecting each other and sharing the same work ethic and principles, we decided together in setting up the demo facility, which being an integral part of their showroom opens up their stock of new and re-conditioned equipment to any visitors.”

A-Z Catering Equipment is owned and operated by Tony and Lucy Di’lorio. The company also has established relationships with brands such as Blue Seal, Lincat, Hobart, Parry and Foster.

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