True gains traction with CaterQuotes tie-up

True Refrigeration’s products are now available via CaterQuotes’ web-based catalogue system following its re-launch into the UK and Irish markets.

The company, which offers upright cabinets, undercounter models, refrigeration units with worktops, load-bearing tops and salad prep tables, has endeavoured to expedite its progress in the market by tailoring products specifically for UK customers.

CaterQuotes confirmed the addition of the US-based refrigeration brand in its latest newsletter, with True’s marketing director, John Lilly, explaining the tie-up is part of its “ongoing programme to ensure that all foodservice professionals have access to the very best in commercial refrigeration.”

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“CaterQuotes enables customers to view products quickly and compare like-for- like,” he told the newsletter. “With our combination of superior build quality, reliability and sustainability, backed-up with an industry leading warranty, the comparison reinforces our message that True offers the very best overall value for money in catering refrigeration equipment.”

Lilly insists the re-emergence of True as a serious player in the UK market is down to the quality, price and reliability of its kit. He says the vendor deliberately designs refrigeration systems that are larger than the industry standard, which means they pull down and recover temperature quickly, and thus conserve energy.

Speaking to Catering Insight recently, Lilly said he believes there is a sea change taking place in the UK market, with acquisition cost no longer the underlying factor it once was among operators.

“I’d be lying if I said the [price] conversation doesn’t come up, however what you are finding is the coin is starting to flip in the sense that you are now getting people talking about what the product can do. They are starting to compartmentalise: what the product does versus what the cost is. They are looking at value for money,” he said.

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