So many companies manufacture foodservice equipment that it is easy to assume that all of them are more or less equal. Aga Foodservice Equipment, however, has assembled a portfolio of brands whose products offer a trio of benefits.

    "You have to have a value proposition that stakes your claim in any business, and certainly in the foodservice equipment market," noted Mark Whalen, president of AFE, as well as of its Victory Refrigeration brand. "Ours is three-fold: energy efficiency and reduced utility consumption by all our products, technological superiority and build quality backed by category-exclusive standard two-year warrantees."

    The company's commitment to energy efficiency is a documented fact. In 2006, AFE, through Victory Refrigeration, became the first company in the foodservice equipment sector ever to be been named an ENERGY STAR® Manufacturing Partner of the Year. The award is given only to companies that educate their customers about the benefits of increasing energy efficiency and reducing resource consumption, and whose products demonstrate outstanding environmental responsibility. AFE has applied for the honor again in 2007 under its corporate banner, and plans to seek out awards for Sustained Excellence from the ENERGY STAR program in coming years, Whalen said.

    When evaluated in the light of products' performance and features, AFE clearly stands out, as well. The company's Eloma brand, for instance, has over 30 years of experience manufacturing some of the world's most sophisticated, highly functional and user-friendly boilerless combi ovens. Another example can be found in Stellar Steam's unique boilerless steamers, which are constructed with cast aluminum interiors that heat up faster and retain heat longer than units with stainless-steel interiors. Such differentiating product features are required for brands to become part of AFE's division, said Whalen. "As we look to grow by acquisition and organically through new product development, those sort of technological innovations have got to be part of the package."

    The third part of AFE's value proposition is its commitment to reliability. A look at the company's portfolio demonstrates this commitment, Whalen stated. "Eloma is new to the U.S., but it's not new to the world. The company has the track record and performance that you'd expect from a highly successful German engineering company. Stellar Steam's products significantly reduce energy and water consumption, and do so with fewer moving parts than a boiler-based steamer, making them more reliable and subject to less required maintenance."

    According to Whalen, every product AFE manufactures is designed to perform with the three attributes of reduced utility consumption, technologically advanced design and reliability capable of reducing life-cycle costs. Combined with the company's commitment to being a channel-friendly manufacturer, this "V2E" value proposition truly helps AFE to stand out in a crowded market.