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CESA to be rebranded as the Foodservice Equipment Association

John Whitehouse, chair, CESA Conference 2019

The Catering Equipment Suppliers Association (CESA) is to rebrand to the Foodservice Equipment Association (FEA) from March 2020, it was revealed today.

The decision was taken in the wake of research showing that suppliers were keen for a change in moniker to reflect the “evolution” of the industry and the breadth of its membership base.

CESA, which has been in existence for more than 80 years, currently represents more than 200 catering equipment suppliers.

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Addressing attendees at the annual CESA Conference at Heathrow today, CESA chair, John Whitehouse, confirmed the switch and said members had “agreed overwhelmingly” for the association to become known as the Foodservice Equipment Association.

“It is a big change. The public-facing change will take effect from the HRC exhibition in March 2020 and it has involved a significant amount of work from the marketing committee since the 2018 members’ research,” he said.

“Many of you as members suggested the change; we listened and we have acted on the call. The development reflects the evolution of the industry from catering to foodservice, and also reflects the breadth of services offered to equipment manufacturers across the 12 product groups, distributors, resellers and service companies.”

Mr Whitehouse unveiled the association’s new logo and lettering, and played a video outlining the services that it will continue to offer from promoting members’ interests and facilitating dialogue with government departments to championing industry education and delivering hard-edged technical information.

“A revised structure and communication lines combined with a well-resourced secretariat means that you are now getting the best possible service in all aspects of your business, whether local, reactive issues or UK, European or global matters,” Mr Whitehouse told delegates.

“Connectivity, BIM, environmental, training and education are all at the heart of the key issues that CESA is addressing for you, together with a members’ membership growth plan that has taken us to 200 members this year.”

Mr Whitehouse said the future will dictate whether the organisation comes to be known more by its phonetic pronunciation or abbreviated to F.E.A.

“It’s different isn’t it?” he said. “It might take a bit of getting used to but we are really excited about the next phase of CESA and the FEA so we look forward to working with you as it takes shape over the next 12 months.”

The association’s membership base chiefly consists of catering equipment manufacturers, but also includes importers, distributors, resellers and service companies.

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Tags : CESAFEAFoodservice Equipment Association
Andrew Seymour

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