Foodservice Equipment Reports

Rational USA Eyes Long-Term Growth, Restructures Into Three Business Units

Rational USA has implemented a new business structure, effective Oct. 1. The move realigns the company’s American organization into three separate units: regional sales managers (metropolitan regions), partner groups and key accounts. While collectively, the three business units make up Rational USA’s organization, each will function independently and focus on separate core goals. By having the new business structure, each unit will be able to meet the needs and wants of each individual customer even better in the dynamic American market, according to Markus Glueck, area v.p.-North America. He added that the three-prong approach allows Rational USA to tailor a market strategy to each unique region.

Integrating the three business units required a number of personnel appointments. Cathy Sexton has been appointed v.p.-regional sales managers USA; this unit primarily operates its business in major metropolitan areas with the support of regional sales managers. Lee Baker takes over as v.p.-partners USA, a unit operating with manufacturers’ rep groups and area sales managers to support its partners.

The Rolling Meadows, Ill., company also has welcomed John Ulrich aboard as v.p.-key accounts North America; this unit is tailored specifically to chain account business across the U.S. and Canada. Ulrich joins Rational USA after an 18-year career that includes posts on the marketing communications team at Middleby Corp., national accounts at Prince Castle and director-national accounts at Duke Mfg. At Rational USA, Ulrich will oversee the firm’s two national key account directors, Steve Snitkin and Paul Milione.

In addition, Rational has expanded its application support team. Fredrik Rasmusson, corporate chef-North America, now oversees two applications chefs who will focus on the West Coast and northeast regions while he focuses on the central region.

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