RATIONAL USA Names New Rep for Mid-Atlantic and Southeast Central Regions

RATIONAL USA has named new manufacturers’ representatives for the Mid-Atlantic and Southeast Central regions.

In both cases, the FEDA manufacturer member expanded its relationship with existing rep partners. In addition to MAFSI Region 4, Schmid Dewland will now represent the company in MAFSI Region 5, which includes Maryland, Virginia and Washington, D.C. Additionally, PMR Foodservice Equipment Reps will now represent the company in MAFSI Region 12, which covers Alabama, the Florida Panhandle, Georgia, and Tennessee. PMR already represents RATIONAL in MAFSI Region 14.

In a news release, Ryan Elsen, vice president of street sales at RATIONAL USA, said the expanded partnerships align with RATIONAL’s strategy for growing awareness of intelligent cooking technology in the market, increasing sales and providing maximum benefits to customers throughout the two regions. “RATIONAL has long had a strong relationship with Schmid Dewland in Eastern Pennsylvania, Delaware and Southern New Jersey,” he said. “We are excited to have them bring their 60 years of experience to Maryland, Virginia and the District of Columbia and accelerate our growth in MAFSI Region 5.”

Of PMR, Elsen said, “Since bringing on PMR in 2023 to represent RATIONAL in MAFSI Region 14, we have seen strong growth throughout the region. Expanding the firm’s territory to include Georgia, Alabama and all of Tennessee will strengthen our partnership and provide more resources to increase sales and support our current and potential customers in MAFSI Region 12.”