Hot-holding equipment manufacturer Flexeserve has vowed to make a “dedicated push” into the Canadian market as part of a North American sales strategy that has already seen it make inroads to the US.
The UK-based company recently outlined its Canadian hot-holding ambitions at a recent business breakfast with The Honourable Ralph Goodale, High Commissioner for Canada in the UK
The event was organised by the Greater Birmingham Transatlantic Chamber of Commerce and the Greater Birmingham Commonwealth Chamber of Commerce.
Flexeserve was one of three guest speakers invited to talk about their experiences of trading with Canada – with customer experience director, Warwick Wakefield, presenting on behalf of the business.
Wakefield spoke about the growth of Flexeserve in North America and the appeal of the Canadian market, explaining that while Flexeserve has a significant level of business in Canada, there was still a great wealth of opportunity to unlock, by dedicating additional resources to the market.
He said: “We have ambitious plans for North America, but whilst our strategy for the continent has so far focused on the US, we recognise the need for a dedicated push in Canada.
“We also appreciate that there are distinct differences between the U.S. and Canadian markets – and not just Canada’s love of Tim Hortons over other well-known coffee companies!
“We have a shared food culture with Canadians, which we see as a blend of U.S. and European tastes. Our research shows that 39% of the population are foodies – they like to try new dishes – and our heated displays are uniquely designed to hot-hold a diverse range of food for unrivalled hold times, whilst maintaining excellent quality.”