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 The year 2007 was an overall success for AFE companies Eloma and Stellar Steam, according to Mitch Cohen, vice president of cooking system sales for the two manufacturers, as well as for Infinity Fryers.
On the product front, both companies introduced new lines in 2007. Stellar rolled out its fully portable Polaris catering steamer-a connectionless steamer that is fired by a 30-lb. propane tank and sits on a cart equipped with heavy-duty casters. Eloma introduced two lines over the course of the year: the countertop Joker combi oven, designed for smaller operations where space is at a premium; and the Multimax B series, which offers most of the features of the company's high-end Genius T line, but is equipped with a traditional knob-based control panel. Members of the foodservice industry greeted all three product lines with enthusiasm, Cohen stated.
Of course, to sell these products and all the others offered by Eloma and Stellar, consultants, dealers and end-users must be familiar with the companies and their offerings. To that end, Cohen entered 2007 charged with building the name recognition of these manufacturers.
"I think we've done well in that area with Stellar and Eloma," he said. "We've done that through all the shows we've attended this year, all the demos we held in our 17 demo kitchens across the country, and with the addition of our two corporate chefs. This was back-to-basics selling."
Such one-on-one contact not only raised the profiles of Eloma and Stellar, but also translated into strong sales growth for both manufacturers, noted Cohen. Eloma recorded strong growth through significant penetration in school foodservices, high-end restaurants and casinos, while Stellar excelled in the school market.
"I think the overall highlight for Eloma and Stellar were the sales," stated Cohen. "We achieved double-digit growth for both companies in 2007." |
