Victorinox North America Announces New Foodservice Director

Victorinox, a FEDA manufacturer member, announced that Audra Murray has been appointed director, foodservice, for Victorinox North America. In this role, Murray will lead the company’s foodservice growth strategy across the continent, overseeing new account acquisition, strategic customer development, and regional sales leadership. She will focus on helping foodservice operators reduce total knife program costs, improve cash flow, enhance employee safety and satisfaction, and optimize operational efficiency through solutions tailored to commercial kitchens and food preparation environments.

“Audra’s extensive foodservice experience and proven ability to develop strategic customer relationships make her an exceptional addition to our leadership team,” said Ulrich Wohn, president of Victorinox North America. “As we continue investing in the foodservice market, Audra will play a critical role in accelerating account acquisition, expanding our customer partnerships, and executing growth strategies that continue to strengthen Victorinox across the industry.”

As director, Murray will focus on expanding Victorinox’s presence among national restaurant chains, health care facilities, hospitality groups, educational institutions, and other large-scale food preparation operations. She will lead a team of business development regional sales managers while overseeing strategic account development, sales planning, financial negotiations, distributor engagement, and market share growth initiatives across the foodservice channel. She will also work with customers and channel partners to expand access to Victorinox’s knife rental and sharpening service, which is designed to simplify knife management, support workforce safety, reduce replacement needs, and provide more predictable operating costs.

“I am honored to join Victorinox at such an exciting time for the foodservice industry,” Murray said. “Throughout my career, I have been passionate about building strong customer partnerships, identifying opportunities for growth, and delivering solutions that help operators succeed. I look forward to working closely with our customers and sales team to expand Victorinox’s presence in the foodservice market and further strengthen the brand’s reputation for quality and innovation.”