Flexeserve discuss ambitious US plans during Embassy visit
A leading manufacturer of hot-holding and hot food-to-go units outlined plans to commit more resources to the North American market during a visit from the US Embassy.
Key figures from the US Embassy 's commercial affairs department visited the headquarters of Flexeserve - a brand of The Alan Nuttall Partnership - as part of a visit organised by Greater Birmingham Transatlantic Chamber of Commerce.
The visit strengthened Flexeserve 's relationship with the embassy, with guests receiving a tour of the site where the firm manufactures its world-leading hot-holding units.
Jamie Joyce, CEO of Flexeserve, said: “This is perhaps our most important visit to date. Welcoming Rosemary and her team to Hinckley is a crucial moment in the development of our business, as we commit more resources to the US market. ”
The delegation from the embassy included Rosemary Gallant - Minister Counselor for Commercial Affairs, Gus Franklyn-Bute - Senior Regional Investment Advisor and Kristina Schaferova - International Business Advisor.
They were accompanied by Mandy Haque, international director of the Greater Birmingham Chambers of Commerce, of which Flexeserve is a patron.
The visitors were given the VIP treatment with an informative tour of Flexeserve 's facilities.
This began with The Hive, a dedicated team area, where partners “meet, eat, innovate and collaborate together ”.
Head of culinary Billy Eatenton demonstrated the company 's flagship hot-holding unit, Flexeserve Zone, the only unit capable of holding hot food with different temperature requirements, all-in-one unit.
The group also saw Flexeserve 's dedicated R&D department - with its environmental test chamber for heated displays - and its manufacturing operations and Foodservice Innovation Centre.
This culminated in a discussion about the company 's aspirations and challenges in establishing a US operation.
Jamie said: “The visit has given the Embassy a much greater understanding of what makes us unique in our industry, and what we want to achieve. There is nothing quite like coming here and seeing first-hand how we help customers transform their hot food operations.
“We 're in regular contact with Gus, he 's incredibly helpful, but this was the first time we 've met in-person. To have the opportunity to speak with Rosemary, and to welcome her on-site - it 's a true honour.
“Working with the Transatlantic Chamber and the U.S. Embassy, we are carving out our path in North America. Creating an operation in the U.S. is no easy feat and they 've provided us with crucial advice and connections to navigate the financial, legal, commercial and strategic issues that will guarantee our success. ”
Gus, of the U.S. Embassy. said: “It was a genuine delight to visit Flexeserve and meet such an excellent team face-to-face for the first time. The day demonstrated that Flexeserve is not simply a manufacturer, or seller of products, but a complete foodservice solutions provider.
“Our experience was testament to the level of care and attention to detail that they put in every single day. The passion they have for what they do is very infectious, and the business really does have a very bright future in the U.S. ”
The visit followed on from Flexeserve 's double win at the Chamber 's annual awards, where they won both Excellence in International Business and Excellence in Sales & Marketing.
For the Excellence in International Business Award, Flexeserve detailed its expansion into the US, and the ways in which it has overcome the challenges of the pandemic.
With the Sales & Marketing Award, the theme of overcoming challenges was key once again, with Flexeserve creating and broadcasting Flexebition - its own livestreamed digital exhibition, in the absence of in-person events.
Warwick Wakefield, customer experience director for Flexeserve, said: “The work behind each of our two awards is strongly linked. Our success overseas, and in the US in particular, is driven partly by our approach to Sales & Marketing. We regard our team as 'experts ' rather than salespeople - working closely with customers to deliver a unique, all-encompassing service called Flexeserve Solution.
“Through this, we advise on all the culinary, technical and operational aspects required for a successful hot food programme. ”
Pictured: Jamie Joyce and the US Embassy 's Rosemary Gallant outside The Hive restaurant