EXCLUSIVE: Richard Fordham resurrects Cuisine-Europe and strikes new catering equipment agreements

Richard Fordham, Cuisine-Europe

Industry salesman Richard Fordham has resurrected the Cuisine-Europe business that he was running prior to his three-year spell at Lincat and has secured a number of partnership agreements.

Mr Fordham has spent the past three years at Lincat where he was involved in managing the Q90 brand, however the British manufacturer moved production of that cooking equipment business back to Italy at the end of last year.

Given that Cuisine-Europe was never formally shut down after he joined Lincat, Mr Fordham decided to re-establish the brand and is moving forward with a new business plan in place.

“There are essentially three arms to the company,” he explained. “Firstly, sales support – providing freelance sales support for manufacturers in the UK and GCC. Secondly, should a manufacturer want to launch a product, we can provide the necessary support and strategic plan to do so with a fully cohesive plan to provide ongoing growth. Thereafter, we can obviously provide sales support. Finally, we can provide assistance with project management, although this is seen more as an add-on, rather than a strategic drive.”

Cuisine-Europe has secured the UK agency for German cooking equipment manufacturer Kuppersbusch again and is now working on its strategy to re-enter the UK market.

“It now has offices in Dubai and Hong Kong and the UK was the missing piece of the jigsaw for it. It’s fair to say that Kuppersbusch has been through a tough time, but with new ownership, a complete change of management, major changes in production technology and a much more focused strategy and product range, the company is once again building on its 140-year heritage. I will be working through a network of distributors and working alongside the consultants to secure specifications. Early reaction has been extremely positive with many glad to see the product back in the UK,” he said.

Alongside Kuppersbusch, the company will also represent Hyginox UK, the bespoke fabrication brand. “The two products complement each other extremely well as both feature the H2 Hygiene fully radiussed corners as standard,” said Mr Fordham. “Hyginox can offer a full range of cabinets, with or without drawers – both refrigerated/freezers and heated, wall cupboards, and can be tailored to suit individual requirements. Being able to match two products of this quality is a statement of the type of work Cuisine-Europe is targeting.”

Additionally, Cuisine-Europe is working with Counterline to assist the company with its growth in the Middle East.

Business levels there dictate that the counter specialist now requires an office in the region and, having worked in the Middle East for nine years, Mr Fordham wanted to maintain a presence there and support the clients he has. “Counterline has seen huge growth in the GCC over the past couple of years and it works for both of us to work together in the region,” he said.

Mr Fordham said he hopes to announce further partnerships in future with other catering equipment companies that require representation in both the UK and GCC. He said the brands he works with need to fit the Cuisine-Europe model in terms of quality, while also recognising that he must allow enough time to provide each brand with the time and support they merit. “I have a made a decision not to entertain corporate companies and only deal with those where the business relationship is directly with the owners and directors,” he added.

Cuisine-Europe is now working on a new website, which it hoeps to announce shortly, as it lays down the next phase of its expansion.

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