Foodservice Equipment Reports

Former AutoQuotes President Joins Specifi To Run U.S. Business

Industry veteran Michael Greenwald has been appointed President, The Americas, at Specifi LLC as the company initiates its launch into U.S. market.

Greenwald brings to Specifi, which offers a global, end-to-end kitchen design/equipment specification and software platform, more than 35 years of experience in the foodservice equipment and supply distribution channel. He was most recently president of AutoQuotes Inc. Prior that post, he led the equipment division of the M. Tucker, the East Coast E&S dealer.

“Michael’s availability after his departure from AutoQuotes in September was fortuitous,” states Ed Marcheselli, CEO of Schaumburg, Ill.-based Specifi. “His experience, track record and passion makes him uniquely qualified to lead our Americas business. We are very pleased that we have the opportunity to keep an executive of his caliber engaged in supporting the industry. Furthermore,” Marcheselli adds, “he will substantially accelerate the growth of Specifi beyond its leading position in Europe and Asia.”

In his new role, Greenwald assumes all responsibility for Specifi’s sales, marketing and operational activities in the western hemisphere. He will lead the launch of Specifi’s products into the United States, beginning in December.

“I was attracted to Specifi because of its focus on delivering game-changing technology, including its leadership in utilizing business information modeling (BIM) capabilities. I am really excited to have the opportunity to lead Specifi’s entry into the U.S. and Canadian markets,” says Greenwald. “The foodservice equipment industry continues to evolve and growth is accelerating, requiring manufacturers, dealers and designers to utilize better software services and tools. The days of non-global point solutions are coming to an end as content creation, publishing, design, quoting, and installation support services finally converge. Specifi is well-positioned to not only be the industry’s best foodservice information platform, but to provide the most comprehensive services, increasing productivity and eliminating errors for all participants in the value chain. Specifi’s innovative products and customer-centric philosophy will enable the company to become the leader in the Americas market.” 

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