Familiar Face For FRIMA
Graham Kille looks to transform the buzz around the VarioCooking Center® MULTIFICIENCY®
FRIMA has appointed Graham Kille to head its UK operations. Graham is a familiar face in the foodservice market, having worked for Rational UK for the last 11 years covering many different roles, most recently as a regional sales director. He also knows the operator side of the catering industry, working as a chef in a wide variety of venues, from hospitals to top London hotels.
“The FRIMA VarioCooking Center (VCC) is a genuinely exciting product,” he says. “Worldwide, it’s the best selling multifunctional appliance in its class. Although the Frima VCC has created a huge interest in the UK, sales have been slow compared to those on the continent.
“My challenge is to show UK customers how to transform their kitchen operations through the benefits and flexibility the VCC can deliver.”
Graham feels that the time is right for the FRIMA VCC. “We embrace the benefits technology brings in our everyday life, to help make it easier, with smart phones, laptops and so on. It’s time to bring modern cooking technology into the kitchen, to help the chefs with their ever increasing workloads.
“Modern kitchens simply don’t need the old conventional appliances like six ring burners, fryers, bratt pans, griddles and so on: the VCC does all the work they used to do, in less space and using less energy.”
Graham points out that in Europe the FRIMA is becoming one of the first pieces of equipment that is specified into refurbishments and new builds, as a matter of course. “It’s very simple to understand why, when you can use the VCC for braising, frying, boiling, searing, soups, stocks, sauces and cooking under pressure. The VCC gives our customers and designers the opportunity to transform their operations, at a time when there are enormous pressures on kitchen design in terms of space saving and energy efficiency.”
The feedback from existing UK customers underlines Graham’s comments. “Michael Caines says what he likes most about his VCC is its versatility: at Gidleigh Park they use it to braise, fry, boil, pressure cook and for overnight slow cooking. He describes it as ‘precision technology that helps us do stuff well.’ That’s a great endorsement from a top chef.
“We have equally passionate advocates in just about every sector of the market, from schools to hotels to stadia to colleges.”
Graham welcomes the launch of ‘me too’ versions of the VCC. “It shows that the concept is now accepted. However, our competitors don’t have the technology to deliver the flexibility, speed or energy saving of the FRIMA.” FRIMA also has the advantage of being a specialist in the field. “We only produce the VCC Multificiency, so we focus on delivering the best benefits to ensure our customers get the best results every time.”
Kille Joins FRIMA UK.docx – May-13
Toni Turner or Alison Haynes at The Publicity Works
Tel: 01263 761000 Email: email@example.com
Benoît Gourgues, FRIMA International: +41 71 727 90 14
More information on FRIMA International from www.frima-uk.co.uk
VarioCooking Center is a registered trademark of FRIMA International