Hoshizaki Strengthens Commercial Strategy and Customer Support Across the Americas

 
Hoshizaki America, a FEDA manufacturer member, is strengthening its approach to customer relationships and distributor support across the Americas with a new hire and the creation of a new strategic sales team for Mexico and Latin America.

The new Mexico and Latin America sales team includes Patricia Garcia as regional sales director, Sandra Raffe as vice president of sales, and Rodrigo Flores as vice president of Latin America sales. Garcia and Raffe bring 15 and 20 years of experience to their respective roles. Meanwhile, Flores works with Alliance companies to align go-to-market strategies, strengthen distribution capabilities, and support customers across product categories, including display cases, cooking equipment, and commercial dishwashers.

“Our commitment to Mexico, Latin America, and the Caribbean is grounded in building strong, long-term partnerships and helping our distributors grow alongside us,” said Kelly McWilliams, senior vice president of sales and marketing for Hoshizaki America. “By working more directly with the market, we are expanding opportunities, strengthening our presence, and providing the products, expertise, and support our partners need to succeed.”

The company’s focus on customer relationships extends beyond regional sales and distribution. Craig Hammel has been appointed director, customer experience and aftermarket support. In that role, he will lead a center of excellence team responsible for developing and implementing a customer experience and aftermarket strategy across Hoshizaki Alliance operating companies in the United States and Canada. His work will span the equipment lifecycle, including installation, post-sale support, service, warranty, parts, and replacement.

Hammel has experience in commercial refrigeration and foodservice equipment, most recently serving as director of strategic accounts and director of customer care at Refrigerated Solutions Group. Throughout his career, he has led customer service and support organizations, improved customer satisfaction and operational performance through process redesign, and supported growth across national accounts.

“We are pleased to welcome Craig Hammel to Hoshizaki Alliance,” said Chris Karssiens, president of Hoshizaki Alliance. “As we work to make our brands easier to do business with, his experience will help us build a more consistent and collaborative experience for customers at every stage of the equipment lifecycle.”