AFE brands look to grow business in increasingly important and competitive market
Williams has expanded its sales force in the Middle East region by appointing Daniel Hall as the company’s Business Development Manager. Daniel will work alongside the existing four person team based in the AFE offices located in Dubai.
As well as promoting Williams products, Daniel will also support the other AFE leading equipment brands in the region – Falcon prime cooking equipment and Mono bakery equipment
Daniel is an ex chef with over twenty years’ experience of the hospitality, retail and FMCG markets, both in the UK and the Middle East, where he has been based for the past eleven years. He’s worked with leading brands including Bass and Compass.
“I’ve been impressed by the way the Williams, Falcon and Mono brands are so respected in the Middle East,” he says. “They are liked by operators and I’m getting really positive feedback from end-users.
“Williams, Falcon and Mono have huge and diverse product portfolios. My challenge is to continue to work with the local operators, designers, dealers and chefs to further underpin the performance quality and price values we offer and maintain the fine balance that ensures everyone’s requirements are met – and that the project comes in on time, in budget and with the right choice of equipment.”
Tim Smith is Managing Director of Williams and CEO of the AFE Group. “Daniel is a commercially strong and innovative leader with an excellent understanding of the Middle East market,” he says. “His proven ability to drive business and grow sales will be invaluable in helping the AFE brands to continue to expand and grow in the Middle East. The region remains a key focus and ever important for us.”
A Mancunian, outside of work Daniel is a big Manchester United fan who enjoys cooking and collecting vinyl records.
Williams Refrigeration offers a comprehensive range of commercial refrigeration including gastronorm cabinets and counters, specialist bakery equipment, coldrooms, merchandisers and blast chillers.
To learn more about Williams extensive product range visit www.williams-refrigeration.co.uk.