The Ali Group has appointed David Morris, formally of Tricon Foodservice Consultants and Compass Group, as regional director of its Middle East division.
It marks the first time the Italian foodservice equipment giant will have a corporate base in the region.
Morris has extensive experience in design consultancy, project management and supply and maintenance of high-end kitchen facilities. He joins the company after spending three years as the regional director for German dishwasher manufacturer Winterhalter in Dubai.
With over 25 years’ experience in all sectors of the foodservice industry, Morris has an expansive network and extensive knowledge of its expectations and requirements.
Morris says that his career has taken him to all corners of the catering equipment industry, allowing him to appreciate what an operator and a business needs from their installation.
“It has also enabled me to understand the consultant’s priorities and methods for recommending the ideal specification. I have experienced the tender and project process from start to finish and from several perspectives as a customer, a professional team member and a contractor/supplier,” he says.
“This knowledge, combined with my experience in the Middle East, will allow me to bring a balanced approach to the sensitivities of a distributor led market place. My role at Ali Group Middle East will be to increase the brand awareness of the group as well as supporting our individual companies to strengthen their presence in the market.”
Massimo Giussani, Ali Group’s chief operating officer, said: “We’re excited to have someone like David on board, who has immense knowledge and experience in the industry and has such good knowledge of our brands. He is passionate about bringing Ali Group to the Middle East and we have every faith that the brands will bloom in the area under his watchful eye.”
With 58 manufacturing sites, more than 10,000 employees in 33 countries and 77 brands, the Ali Group is one of the largest catering equipment producers in the world.