British refrigeration manufacturer Precision is expanding its product portfolio to meet the growing needs of UK operators following a huge factory upgrade. Marketing manager, Christine Hartshorne, outlines how the brand is delivering value in a rapidly-moving market.
You recently launched a series of new products at HOST. Does it represent one of the largest launches that the company has been involved with?
Yes, we launched several new products at the HOST Milan show. We have listened and researched what the market needed from us, and provided customers with a diverse range of products for both foodservice and bar refrigeration. HOST Milan is recognised as one of the most important and largest shows in the world for hospitality equipment, and it was the ideal platform to launch these products.
Precision is a key player in the professional refrigeration market, we work with foodservice and bar operators across the globe delivering innovative, reliable products to commercial outlets. These new product launches help our customers to drive their own businesses forward.
What factors do you see driving innovation at the moment?
Precision is well known for delivering niche, innovative products to the market. If we take the Retro Refrigeration new products, these are ideal for both foodservice and now bar outlets, that want their refrigeration equipment to look part of the décor design. Their vintage look and iconic handles and hinges are really eye-catching.
Foodservice outlets are now often looking to provide their customers with an individual experience, and the Retro Refrigeration range really helps to fulfil this. We look at what customers want to achieve with their new projects, and deliver exciting new products to help reach their goals.
Precision has invested in expanding its factory in the last couple of years. What role does that play in supporting the growth?
We have invested around £250,000 into our manufacturing facilities in Thetford, Norfolk. This has helped to prepare our operations for further growth and expansion opportunities, both in terms of the way we process orders, and how they are manufactured through the factory.
The factory investment programme has also secured more employment for the local area, Precision now being a major employer in the Thetford region. The future is bright for Precision. We listen to our customers, we prepare and respond to the market needs.
We saw an opportunity with the cheese maturing and wine cabinets, as part of an overall display refrigeration solution to customers”
New products include cheese maturing cabinets and wine cabinets. Does this demonstrate the company’s appetite to expand beyond classic counter refrigeration?
Precision delivers high quality products to market. Refrigeration equipment is a tool to store product, whether this is fresh fruit, vegetables, fish, meat, cheese, wine or beer. We will deliver what the customer needs, that is why we provide ‘trusted refrigeration technology for professionals’.
We saw an opportunity with the cheese maturing and wine cabinets, as part of an overall display refrigeration solution to customers. These products join the meat ageing cabinet which was also updated at the HOST Milan show. All three products can line up as a suite of display storage solutions, lit with LED lighting, to showcase the merchandise within.
The future of connectivity is also important for refrigeration equipment. That plays a part in your latest product launches too, doesn’t it?
Yes, Precision Connect was also launched at HOST. This helps to address the need for having a connected performance and maintenance monitoring system, allowing customers to better prepare for planned maintenance.
What’s next for the business over the coming 12 months? Can we expect you to expand into any further refrigeration areas?
Watch this space. We are constantly innovating and launching new products. Precision is focused on both the foodservice and bar refrigeration markets. There is lots of potential in both of these areas to help our customers succeed in their future ambitious plans.