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Sun 29 Apr 2007 05:45 PM

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Account execs enrol at cooking school

Transmed gears up for a battle of the distributors by sending its account executives to the kitchens.

Dubai-based distribution giant Transmed has announced the shake-up of its selling dynamics with the introduction of a new hands-on training strategy.

The company has devised a groundbreaking scheme, which involves an eight-week hands-on training program for its staff, at hotels and restaurants in the city.

According to Fadi Selwan, foodservice manager at Transmed, the program will heighten its employees' knowledge of the industry and permit them to use the distributor's food products in professional environments. The company's international brand portfolio includes McCain, Siblou, P&G, Lactalis International, ConAgra Foods, Butterball and Hunt's.

Transmed, an active corporate member of Emirates Culinary Guild, currently boasts more than 600 foodservice clients, including Jumeirah Group, Burger King, Sheraton Hotels & Resorts, Radisson SAS Hotels & Resorts, and Habtoor Hospitality.

"This is the first time this has been done. Other distributors are sending staff to hotels to sell products, however we are increasing our team's culinary knowledge and awareness of HACCP procedures, showing the best ways to deal with food," Selwan said.

Selwan added that the initiative has generated an overwhelmingly positive response from executive chefs and food and beverage departments at properties across the city.

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