Over the past three years, Aga Foodservice Equipment has expanded its portfolio of companies operating in the United States to include Eloma combi ovens, Stellar Steam and Infinity Fryers. It should be no surprise, therefore, that one of AFE's primary goals coming into 2007 was to increase the name recognition and sales of these brands.

    The company, according to Mark Whalen, AFE and Victory Refrigeration president, has taken several steps to accomplish these goals. It has partnered with new representatives for its products in selected U.S. areas, established test kitchens and other product-demo sites throughout the country, released new brand- and model-specific marketing materials, and placed advertising in selected industry publications and on trade magazine web sites.

    So far in '07 these efforts are paying off, Whalen stated. Both Eloma and Stellar Steam are experiencing good traction in the industry, earning specifications from consultants and design/build dealers and being installed some prestigious jobs, including, in the case of Stellar, the new stadium for the Super Bowl champion Indianapolis Colts pro football team.

    With several leading chain operators now testing and evaluating its products globally, Infinity represents significant potential. The company is exploring design changes and other initiatives to reposition Infinity's ENERGY STAR®)-certified fryers to allow them to appeal to a wider variety of operators, he said.

    AFE's brand-building and sales efforts haven't been limited to its three hot side manufacturers. The company has also put considerable effort into improving Victory Refrigeration's position in the market. "After kind of a lull in the late '90s, we're starting to see some cachet attached again to the brand," said Whalen. "Our web site makeover has gotten a positive response, and our sales volume has been at record levels since last September.

    Looking ahead, Whalen said the key to AFE's success in the second half of this year lies in consistently carrying out its sales and brand-building efforts.

    "It's a matter of execution at this point. We have the right strategy, now we just need to carry it out on a day-to-day basis," he said.