Frima UK has appointed Tim Calvert as its new regional development chef with responsibility for the south and south-west of England.
An experienced chef with lifelong experience of the hospitality business, Calvert’s parents owned pubs and hotels and he has run pubs himself.
In his previous role as development chef for sister company Rational, Calvert helped to grow business in his area by 75%.
He said he is delighted to switch his attention to Frima and its multifunctional cooking equipment. “Working with a market-leading manufacturer of catering equipment and helping to demonstrate the benefits of cutting-edge cooking technology is an exciting prospect,” he said.
“The VarioCooking Center delivers genuine and clear benefits to caterers’ businesses, with significant reductions in both time and costs compared to traditional appliances. There’s a lot of interest in the Frima appliance.”
Calvert will be working closely with Frima’s UK distributor partners to build a channel for the products. He described Frima’s flagship hardware as a “modern alternative” to bratt pans, griddles, kettles, large pots and fryers.
Initially, Calvert’s main task will be to set up Frima Cooking Live demo sites across Swindon, Bristol, Taunton, Bournemouth and Exeter in a bid to show the benefits of the technology in action.
Frima’s UK managing director, Graham Kille, said: “Tim is a talented chef, with experience in all areas of the hospitality industry. He knows what chefs are looking for, and has the drive and ambition to explain the benefits of our products.”
Frima continues to evolve its VarioCooking Center range. Recent developments include the Dynamic option, which optimises power usage allowing for use with significantly lower wattage than standard models, and the launch of the new 112L, a tabletop unit with large capacity pans in a compact form.
Last month the manufacturer strengthened its sales team in London by hiring Darren Brinn as regional sales manager. Brinn previously worked as executive chef at Aramark and was involved in the delivery of catering for the 2012 London Olympic Games.