Vollrath Collaboration with Design Concept’s Earns Product the “Editors Choice Award”
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March 1, 2006
Contact: Sandy Rodgers, Marketing Manager
Ph.: 800-344-2623

(high resolution artwork and a fact sheet are available upon request)

Madison, Wisconsin – At the recent International Hotel/Motel and Restaurant Show (IH/M&RS) held in New York City, the 10th annual Editor’s Choice Award-Restaurant category was awarded to Vollrath Company’s newly developed FoodFrameTM product line, a jointly designed product of The Vollrath Company L.L.C. of Sheboygan, Wisconsin and Design Concepts, Inc. of Madison, Wisconsin.

Design Concepts, Inc., a comprehensive product development firm, worked with Vollrath to develop a new approach to food merchandising. David Wasserman, Vollrath’s Vice President of Marketing, shares high praise for the successful partnership that produced the innovative product line. “Our team of marketers and Design Concepts’ researchers, designers, and engineers defined the target and then hit it!”

Together with Vollrath, Design Concepts developed a buffet system flexible enough to meet the needs of venues ranging from hotel chains to luxury skyboxes. “We began by interviewing executive chefs, managers, and buffet attendants, then observed them in action,” commented Craig Conner, Project Manager for Design Concepts. “We learned that modularity is the key to success – the interlocking components we designed allow foodservice professional to exercise their creativity and make more appealing presentations of food.”

The partnership produced the award-winning FoodFrame line, a revolutionary buffet design featuring an attractive, highly flexible, space saving modular system. The IH/M&RS Editor’s Choice Awards showcase the best new products of the year.

Wasserman exclaims the value of this important partnership to Vollrath’s company stating, “FoodFrame is directly targeted at our most important customers. We are expecting great success from FoodFrame!”

Founded in 1970, Design Concepts, Inc. provides innovative product development expertise spanning product research and strategy, conceptualization, design, engineering, and prototyping.

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