Multifunction cooking equipment supplier Frima is preparing to kick off a fresh chapter in its UK business after appointing a new figurehead to run the operation.
The company confirmed yesterday that Graham Kille will head the UK business after moving across from parent company Rational, where he has worked for 11 years.
His most recent role at Rational was as regional sales director for the South-East and Ireland. He also knows the operator side of the industry after working as a chef in a wide variety of venues, including hospitals and top London hotels.
Back in March, Frima said that it was doing away with the MD’s position after parting company with ex-boss Vic Brown, preferring to manage the business centrally instead.
However, since then the Switzerland-based company has had a change of global CEO, which would appear to have led it to revert back to its original approach.
Kille said his mission would be to try and repeat the success that Frima’s VarioCooking Center has had in Europe.
“Worldwide, it’s the best selling multifunctional appliance in its class,” he said. “Although the Frima VCC has created a huge interest in the UK, sales have been slow compared to those on the continent. My challenge is to show UK customers how to transform their kitchen operations through the benefits and flexibility the VCC can deliver.”
Kille told Catering Insight that Frima is committed to working with the sales channel and said that policy will only continue. “We aim to continue to work through the dealer and distributor network — there are no plans to change that at all,” he said.
He added that the VCC is the ideal solution for operators looking to save space and cut down on energy usage as it can be used for braising, frying, boiling, searing, soups, stocks, sauces and cooking under pressure.
“Modern kitchens simply don’t need the old conventional appliances like six ring burners, fryers, bratt pans, griddles and so on,” he insists. “The VCC does all the work they used to do, in less space and using less energy.”