Active Food Systems’ dealer recruitment campaign has got off the mark after the company inked a sales agreement with Upnorth Group this month.
Tyne and Wear-based Upnorth will join Active’s sales programme as an accredited partner and resell
Active’s flagship Synergy Grill in the UK market.
Active has just launched a 900mm version of its flagship energy-efficient grill, building on the original 450mm model that is already available in the market.
It is currently looking to forge partnerships directly with local dealers after ending its previous UK-wide distribution relationship with GDPA subsidiary Burco at the end of last year.
The company has also shifted production of the grill from Turkey to the UK, which it believes will give it greater control over sales and distribution.
“Upnorth are an ideal fit – they have a focus on the latest energy-saving equipment technology and we look forward to a very productive relationship with them,” said Active’s managing director Gary Evans.
The Synergy 900 purports to save up to 45% on gas consumption versus competitive models and boasts a patented burner system which burns at an incredibly hot temperature and therefore has the ability to ‘atomise’ any fats that fall below the cooking grids.
“This is a new, ingenious and unique product, it’s a British invention and we want to be part of it,” said Richard Toye, director of Upnorth. “The grill is traditionally one of the hottest kitchen products, now it is energy efficient, too. The Synergy not only increases performance, but also saves money. As such, it’s right up our street.”
Toye said Upnorth decided to partner with the company after being impressed by Active’s growth plans. “The guys there are really proud of their product, they’re passionate about it, and we like the way Synergy is set up for distribution,” he said.