Electrolux Professional November 2009
Inside… - Electrolux Professional’s iPod Contest Winner - FCSI Event - Americas Food & Beverage Show - International Hotel/Motel and Restaurant Show
Congratulations Electrolux Professional iPod Contest Winner! Jean-Luc Voegele, Executive Chef at the Westin Tabor Center in Denver, CO won a 4 GB Electrolux iPod Nano for his submission in the contest. The contest was to submit a picture of the Electrolux equipment in the kitchen as well as written statement on why he/she loves Electrolux equipment. Voegele has an Electrolux air-o-steam 202 with matching air-o-chill 202, 80 gallon kettle, 40 gallon Pressure Braising Pan, and the S90 range in his kitchen.
Jean-Luc Voegele in front of the air-o-steam 202
“We like all of the Electrolux equipment because of its ease of use and the precise
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cooking technology. Also, we like the fact that you can work far away from the equipment and know exactly what is going on with it while watching the panel displays. It has also helped us save on energy, productivity and it makes cooking more fun,” said Voegele.
Electrolux Professional Hosts FCSI CEU Seminar On November 19th, Electrolux Professional held and FCSI CEU course at the CEC. Guests included consultants from Ricca Newmark Design, Kimes Commercial Kitchens, RDA Design Group, JBK Consulting and Design Inc., Barry J. Haugh and Associates and Canzoneri Development Group.
This one day seminar, titled The Hot Take on Food Production covered topics such as Implementing a State-of-the-Art Cook-Chill Program, Rapid Cooking Technologies: What They Can and Cannot Do, Countertop Cooking and Food Safety and Cooking (and Chilling) Case Studies: Reports from Operators. Mitchell Schechter, President/CCO of Axis M Inc., is responsible for executing his company's strategic mission of helping
clients turn their business aspirations into marketing reality. Axis M is a multi-media marketing company that provides products, services and strategies to foodservice equipment manufacturers, membership organizations, specifiers, distributors and operators. Advisory Councils & Education Programs are some of the many services Axis M offers. Schechter helped submit an application on behalf of Electrolux to FCSI, winning Electrolux the opportunity to offer a Continuing Education Units seminar for 6.25 CEU credits. Schechter also moderated the seminar in Ft. Lauderdale. The night before the seminar, the group along with Electrolux Professional President Mark Whalen and Director of Marketing Angelo Grillas - went out to dinner at Ola in Miami Beach, where an Electrolux Restaurant Series Range is installed. The group was able to witness the prototype in action and was very impressed with the food quality and results. “We had superior feedback from a lot of attendees. They were very impressed with Electrolux Executive Chef Sean Lucas’ presentation and wanted more hands-on time with the equipment. We will definitely host another FCSI CEU seminar next year,” said Grillas.
J. Wilson Marketing and Saratoga Restaurant Equipment Sales Host Electrolux Demonstration On October 27-28, Electrolux Manufacturer’s Rep J. Wilson Marketing in conjunction with Electrolux Authorized Dealer Saratoga Restaurant Equipment Sales held an Electrolux demonstration event. The two-day event was held at Saratoga Restaurant Equipment Sales’ Equipment Performance Center in Gansevoort, NY. Each day included a morning and an afternoon session, with about a dozen school foodservice employees attending the first day and another dozen employees from colleges, banquet houses, restaurateurs and hotel properties attending on the second day. Saratoga Restaurant Equipment Sales houses an Electrolux air-o-convect, an air-o-
steam, a Pressure Braising Pan, an S90 Range and a Mini Combi Oven, all of which were utilized during the event. Electrolux Certified Chef Chuck Hoover cooked grilled cheese, air-fried french fries, pasta, rice, hamburgers, pizza and chicken patties for the school foodservice employees. On the second day, he cooked a roast, fish, pasta, cake, clams and roasted vegetables for all of the other attendees. “The feedback was tremendous. The customers loved what they saw and some are going to go back to their workplace and incorporate Electrolux products into their kitchens,” said Wilson.
Electrolux Professional Hosts Rep Council Meeting at the CEC Electrolux Professional hosted a Rep Council meeting on November 12 at the Culinary Event Center. Sales Partners Terry Brown from Culinary Solutions, Don Hagan from 2Market Group, Mike Turetzky from Chernoff Sales, Chris East and Tug Toler from Chrane Food Service Solutions, Tom Dumont from Integra Marketing and Joe Wilson from J. Wilson Marketing attended this event along with Directors of Sales Mark Ortiz and Marco Bottero, Director of National Accounts Patrick Walker, Controller Nannette Goff, Director of Marketing Angelo Grillas and President Mark Whalen. This team was assembled to represent all 24 rep groups across the nation.
The Rep Council attendees in the CEC
This meeting’s goals were to review the 2010 Rep Agreement, 2010 Authorized Dealer Program and 2010 marketing activities. “The feedback from the Sales Partners is valuable for Electrolux in order to find out where needs have to be fulfilled. The open forum discussion was essential in order to provide ongoing support,” said Grillas.
Electrolux Professional Sponsors the 12th America’s Food & Beverage Show The America’s Food & Beverage Show took place at the Miami Beach Convention Center on November 9-10th with more than 300 exhibitors from 18 countries showcasing thousands of products. As part of this event, Electrolux Professional sponsored “America’s Chef Competition” with chefs from everywhere coming to compete for various ACF awards. In the chef competition area of the show, Electrolux Professional supplied two chef stations – each with a 102 air-o-convect, 2 Libero induction cooktops, 1 Libero induction wok, and an Electrolux Dito K45 vertical cutter mixer.
“The ACF Chef Teams seemed to truly enjoy working with the Electrolux Professional equipment,” said Betsy Earle, Marketing Communications & Events Manager. “Plus, we got the equipment in front of a lot of people that would have otherwise not known that we were right here in Fort Lauderdale.” The America’s Food & Beverage Show was sponsored by the World Trade Center Miami, a member of the World Trade Centers Association which is the preeminent global trade organization promoting two-way trade.
New York State School Nutrition Association’s Annual Conference The New York State School Nutrition Association Annual Conference was held at the Rochester Convention Center on October 23-24. Joe and Joan Wilson from J. Wilson Marketing and Electrolux Director of Sales Marco Bottero were in the booth demonstrating Electrolux equipment.
Joe Wilson in the booth demonstrating an air-o-convect
The booth at the Americas Food & Beverage Show
The first place Gold level award winners were Paul Evans, CEC, Executive Chef of Lakewood Ranch Golf & Country Club and Michael Priola, CEC, Executive Chef of Apollo’s Bistro. Second place were Joshua Spiess, CEC, and Keith Broome, CEC, both executive chef’s from the US Army.
Wilson’s team displayed the Electrolux air-oconvect Hybrid Convection Oven, WT30 Undercounter Dishwasher, Electrolux Dito Bermixer Handheld Mixer, TRS Food Processor and Mr. Peely Vegetable Peeler in the booth. They also posted a success wall listing all of the installations that currently use the Electrolux products in upstate NY. In addition to displaying products in the booth, Electrolux was also a corporate sponsor of the NYSSNA Annual Conference.
This sponsorship gains access to the leads mailing list as well as a mention in the publication. Many foodservice consultants, purchasers and lunchroom employees attended this show. “We had a great response to the airo-convect in particular. We have lots of demonstrations forthcoming,” said Wilson.
SD26 Opens in New York Using Electrolux Professional Products Exclusively
“Tony May and Chef Odette scrutinized the market place and insisted that Electrolux cooking equipment be used exclusively throughout the establishment. Their expectations have been met. They are easily meeting the rigorous demand created by the many a la carte and banquet dishes that their very busy establishment requires,” said Lenny Teller, Design and Project Manager at Electrolux Authorized Dealer E. Friedman Associates. “I am proud to have the vast product line of Electrolux on display at New York's newest and most beautiful restaurant to be built in a very long time.”
SD26, located in Madison Square Park, NY held its grand opening on September 15. The owners – father and daughter team Tony and Marisa May - previously owned San Domenico NY, located on Central Park South. San Domenico closed down last year, and was rebranded with the opening of SD26 this year. Tony May’s daughter will now take over the business.
Chefs at the cellar level banquet kitchen at SD26
Lincoln Poultry Hosts air-o-convect Demonstration Day
Chefs in the main kitchen at SD26
With this new restaurant, comes brand new Electrolux equipment. SD26 has three cooking areas for their nouveau Italian gourmet cuisine: display cooking open to the main dining room with views from the mezzanine level, bar cooking line that services the bar and lounge, and on the cellar level is a banquet cooking/restaurant prep and bakery. Installed in the main kitchen is an Electrolux air-o-chill Blast Chiller, an S90 island suite, air-o-steam Combi Oven and an air-o-convect Hybrid Convection Oven. Installed at the cellar level is another S90 lineup.
On November 4, Electrolux Professional Authorized Dealer Lincoln Poultry hosted a dedicated Electrolux air-o-convect customer demonstration day at its facility in Lincoln, NE. Twenty-one foodservice operators from restaurants and schools such as Raymond Central Schools, Delta Tau Delta, Brewsky’s, Sam & Louie’s Pizza, Williamsburg Childcare, Seward High School and Zernog’s Tacos attended this all day event with Electrolux Sales Partner Frank Gilgus of Searles Associates and Electrolux Director of National Accounts Mark Ortiz. Lincoln Poultry’s Corporate Chef Brian Everman along with Electrolux Certified Chef Keith Jones developed a menu for the air-o-
convect that included roasted pork loin for a cook-chill-retherm demo, steamed fresh spinach and poached shrimp for a low temperature steaming demonstration, oven baked french fries to demonstrate the fry basket and cookies.
Kaufmann Associates employees Adam and Mark Kaufmann, June Collum and Shelley Howe staffed the booth along with Electrolux Director of Sales Marco Bottero, President Mark Whalen and Certified Chef Chuck Hoover. Chef Hoover cooked short ribs, pork tenderloins, biscuits, french fries, mashed potatoes, grilled vegetables, cookies and fried chicken on the equipment. The attendees mostly consultants, restaurateurs, country club and hotel foodservice employees – were very impressed with the Electrolux equipment. “We had such a positive response and Chef Chuck did a wonderful job cooking and educating potential customers,” said Adam Kaufmann of Kaufmann & Associates.
Attendees watching Electrolux Certified Chef Keith Jones’ demonstration
Latin American Shows are a Success “This Electrolux air-o-convect event gave us the opportunity to continue to build brand awareness and sell our products by demonstrating the multiple advantages our product has over a standard convection oven: faster cook times, higher protein yields, low temperature steaming and selfcleaning; all at a great price point,” said Ortiz.
Electrolux Professional exhibited at two Latin American tradeshows this month; the Expotrade Chile in Santiago, Chile and the Salon Internacional de Gastronomia 2009 in Caracas, Venezuela. The Expotrade Chile was held from November 4-6 at the Espacio Riesco. This event is held every other year and is one of the largest shows in Chile.
Kaufmann & Associates and Economy Paper & Restaurant Supply Co. Inc. Exhibit at International Hotel/Motel and Restaurant Show From November 8-10, Electrolux Professional exhibited at the International Hotel/Motel & Restaurant Show at the Javits Center in New York, NY. Local Sales Partner Kaufmann & Associates teamed up with Electrolux Authorized Dealer Economy Paper & Restaurant Supply to share the booth space where they displayed an Electrolux air-o-steam Combi Oven stacked on top of an air-o-chill Blast-Chiller, a 3-door Undercounter Refrigerator, a Pressure Braising Pan, an Electrolux Dito TRK Food Processor and a Bermixer Handheld Mixer.
The booth at Expotrade Chile
Electrolux Director of Latin America Alberto Aroche and Certified Chef Claudio Ferrer represented Electrolux, in conjunction with Sales Partner Imega at the booth. Chef Ferrer cooked local foods for the attendees –
mostly chefs and end-users - using the Electrolux Pressure Braising Pan, an air-osteam Combi Oven and an air-o-chill BlastChiller. The Salon Internacional de Gastronomia 2009 was held from November 5-8 at the Zona Rental de la Universidad Metropolitana. Aroche and Electrolux Certified Chef Alex Martinez represented Electrolux at this show demonstrating the air-o-steam and the air-ochill. This show is mainly for wine enthusiasts, so Electrolux Professional was the only foodservice booth at the show. Electrolux also sponsored live cooking demos at the show. Local distributor Refrinox encouraged the sponsorship and attended the event as well.
“To satisfy our customers' needs, we'll give them what they want, not what we want to give them.” -- Steve James
From Executive Chef Sean Lucas: Paella
The Electrolux sponsored demonstration
“These shows were a huge success in educating customers. Electrolux’s technology is still new to Latin America and the attendees were very excited to learn about the features, benefits and cost savings of buying Electrolux products,” said Aroche.
Yield: 2 portions
Ingredients Long Grain Rice Chicken Stock White Wine Olive Oil Chicken Thighs Paprika Garlic Cloves (minced) Onion (chopped) Tomatoes (concasse) Shrimp (or prawns) Small Clams and Mussels Red Peppers (cut into strips) Green Peppers (cut into strips) Artichoke Hearts Peas
1 c. 2 c. ½ c. 4 T. 2 ½ t. 2 ½ c. ¼ c. 4 6 2 2 ½ c. ½ c.
Method of Preparation 1. Heat stock and keep warm. 2. Heat olive oil in a large frying pan. Add chicken and fry until golden brown. Add garlic and onions. SautĂŠ until translucent. 3. Add the rice, stirring until well coated with oil. Add paprika and tomatoes. Stir and add stock and wine. 4. Bring to a boil, scraping the bottom of the pan. Add all the pepper strips, artichoke hearts and peas. Simmer for 5 minutes. 5. Add shrimp, clams and mussels and cook for 15 minutes until rice is done. Serve.
Upcoming Electrolux Shows
Bargreen EllingsonWestern Manufacture Agents Demo Fife, WA
GSNA Equipment Academy Perry, GA
CSNA 57th Annual Conference Santa Clara, CA
Check Out Electrolux Professional Ads In These November Issues Chef Magazine Food Arts Club & Resort Business