Rational UK has increased its commitment to CEDA by becoming one of the organisation’s 10 Platinum Partners.
The combi steamer manufacturer said that the move signals an “underlining” of its partnership with the trade association’s distributor base.
“We work very closely with our distributors – all our sales go through the network, so we are 100% reliant upon the good relationship we have with them,” said Lee Norton, managing director of Rational UK.
Rational has been a CEDA silver partner for many years, but Norton said it hoped to gain additional benefits by extending the relationship.
“Forging closer links with the association gives us more opportunities to network with distributors and to update them with the latest news about our products, accessories and services,” he explained.
2014 will see Rational focus on its programme of live demonstrations, which take place at over 90 venues around the UK. This year the regular Cooking Lives will be complemented by Expert Kitchen events, where distributors can invite customers who already own a Rational to find out how to realise the full potential of the latest combi steaming techniques and technology.
“We want to encourage distributors to exploit the potential of these events, both as sales tools and as training opportunities for clients,” said Norton, adding that the manufacturer is currently putting the final touches to a series of promotions and events for its distributors during 2014.