Brian Lavelle is set to take on more regional responsibility for Culimat’s operations after being promoted to Northern Europe sales manager.
Mr Lavelle, who already oversees the company’s UK and Ireland business, will now look after its sales activities in multiple territories across Europe.
Jurgen Dobbelaere, managing director of Culimat, said: “The appointment of Brian in this territory is a strategic one for Culimat following the success in developing and re-landscaping the UK and Irish markets for us – he doesn’t leave a stone unturned.
“Like the rest of Europe, the North for Culimat has an established customer base made up of direct and indirect customers and has pockets of opportunities in every country which we know Brian will fully develop with our local partners there.”
Mr Lavelle will continue to work with its master distributors and direct dealers to grow brand exposure and gain market share in the UK, having achieved success with brands such as XpressChef over the past year.
But he is also looking forward to getting his teeth into the continental market: “In Europe, we have a huge Hamilton Beach following, so I’m looking forward to working with the chains over there on that.
“A big area of opportunity is with our Metro SmartWall, PrepMate and NEW heated shelving solutions. I’m a solutions seller so new products like this open up fresh conversation with distributors as well as helping operators improve efficiencies along the way.”
Returning to UK market objectives, he said: “XpressChef high speed ovens are taking more market share than we could have ever imagined so we’re not letting the foot up on that. Also, we have big plans for Nemco Food Equipment as we’re in discussions with several new potential partners to take it to market for us, too. 2021 is going to be a big one for sales growth and I very much look forward to the challenge ahead.”