General Catering pushes forward with new logistics brand and commercial director

Phil Dixon crop
Phil Dixon is now commercial director of General Catering and Specialist Project Logistics.

Doncaster-based distributor General Catering Solutions is moving its offer forward by launching a logistics brand and welcoming a new commercial director.

Phil Dixon has joined the company as the commercial director for both the main dealership and the new Specialist Project Logistics division.

He has 20 years of experience in the industry, starting out at Brakes Catering Equipment in 2001, followed by stints at CS Catering Equipment, Hopkins Catering Equipment and latterly Gastronomy Plus.

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The Doncaster group now comprises three companies: General Catering, Jeros UK and Specialist Project Logistics.

Dixon told Catering Insight: “Each company offers something slightly different as stand-alone entities but also give us a really high level of symbiosis to complement one another and help drive one another forwards.”

Of his appointment, he detailed: “The decision to join General Catering came after a mutual friend introduced myself to MD Amjad Alikhan and we had a conversation about the exciting developments happening with the companies based in Doncaster and the requirement Amjad felt he had for an individual.

“I was invited to join the team to take up a centrally based role looking after the day to day activities of the three companies in the group and look to drive strategic change and growth over the coming years.”

He underlined that Specialist Project Logistics is the new home for the logistics and delivery work that General Catering has previously carried out. “This was created due to the ever increasing demand for our logistics and delivery work on behalf of many of our friends in the catering equipment industry,” Dixon revealed.

“For many years under the guise of General Catering we have carried out deliveries and installs to site for high value items that needed specific care and attention as well as removal and recycling of redundant items. However recently we have also started to carry out work in the IT and medical markets also so it was felt the best approach was for a standalone company to be set up, allowing us to approach suppliers and dealers alike needing a specialist delivery solution or national account support without it being a confusing or convoluted message.”

However, he emphasised that the dealer will not dilute its core offer: “General Catering, as many will know, is a well-established distributor in the catering equipment industry and has focused on project and design work. This focus won’t change but it will be further strengthened by the expansion and offering of several key and exclusive brands from the continent that the company has access to.

“The emphasis here will be to develop the brands presence in the UK and promote alongside our existing key supply partners from our supply chain in the UK.”

The group’s Jeros UK company is headed up by Ray Penfold is and offers specialist warewashing units. Dixon reported: “With a range that encompasses utensil washers, crate washers and tray cleaners for use in the food production industry, it has seen great success and growth over the last 2 years. There will be a continuation of this plan in the UK with further growth and penetration into the market sector and expansion into similar sectors.”

He concluded: “This is a really exciting period of growth and change for all the companies in the group as we look to drive them forwards over the coming years and implement the new strategies. This meant the opportunity to be part of this group was one I couldn’t pass up.”

Tags : appointmentbusinessdealerdistributorgeneral catering solutionsjeros uklogisticsspecial project logistics
Clare Nicholls

The author Clare Nicholls

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