Such demonstrations, noted Mitch Cohen, vice president of cooking system sales for all three companies, are a key sales tool given the nature of the equipment. "Boilerless combis and steamers aren't just sold out of a book or through a PowerPoint presentation," he explained. "To understand the benefits of an Eloma combi, for instance people have to see its different cooking modes, see how well it prepares their foods. End-users can grill, steam, bake or even fry with an Eloma combi, so they need to experience that first-hand to feel comfortable with it."

    To date, Eloma and Stellar have established more than 15 demo locations and test kitchens throughout the country, and another eight or so will be added in the coming months, according to Cohen. A key operator segment Eloma and Stellar are targeting with these demos, Cohen noted, are school foodservice directors, many of whom see steam cooking as a healthful alternative to other methods of food production.

    Given the time demands most foodservice professionals work under, getting decision-makers from school districts and other operator segments into AFE demonstration kitchens can be a challenge, Cohen acknowledged. Once end-users do accept an invitation to a Stellar and Eloma cooking presentations, they receive regular reminders and follow-ups, until just hours before their appointments.

    Among those who have attended 2007 demos, the response has been overwhelmingly positive, Cohen affirmed. Due in part to the companies' expanding calendar of culinary events, sales for Eloma should exceed AFE's goals, while Stellar sales should "shatter" expectations over the second half of the year, he related.

    "We'll have a tremendous number of orders coming in over the next six months. Not just from schools, but high-end restaurants, hotels and some mom-and-pop places. Most of our new sales have come from end-user references, and that's because we spend a lot of time in front of the end-user community," Cohen stated.