Middleby makes European Elite launch official

05 Apr 22

Last week saw Middleby officially launch its Middleby Elite programme to a hand-picked number of customers from across Europe.

The 2-day event saw these invited distributors fly into the UK to attend the event at Middleby Europe’s home in Wigan, with a number of Middleby executives also attending. Steve Spittle, Middleby Corporation’s chief commercial officer also welcomed the Elite partners as he did in January at the scheme’s UK launch event.

Middleby’s attendees received a strategic presentation from European group president Chris Jones, vice president Sebastian Fernandez and regional director Dragos Timofte to allow them to fully understand the offering that they will receive as a selected Middleby Elite partner.

The Josper culinary team flew in especially for the event from Barcelona and hosted an evening filled with food with a Spanish twist.

Just like the partners at the UK launch, customers were issued with a unique Elite Black Card that will see the distributors receive exclusive offers when placing orders with Middleby, such as giveaways and loyalty points.

Jones said: “Experiencing the European Elite launch event last week was truly incredible. The programme has been born out of the UK and has now been introduced to our European customers. We have received absolutely outstanding feedback from the event attendees, with daily conversations about when they are able to sign up to the programme. The Middleby Europe team spent months behind the scenes ensuring that the event was planned to perfection, and it truly was a spectacular event.

“We had a number of Middleby Group presidents fly into the UK to experience the launch event first-hand; it was extra special to see their reactions to how well the Elite programme has been received in the market.

“We are already seeing incredible results from our UK Elite partners, and I can’t wait to see the outcome across Europe now, too.”