MICVAC BOOSTS SALES EXPERTISE IN EUROPE

MICVAC BOOSTS SALES EXPERTISE IN EUROPE

MICVAC BOOSTS SALES EXPERTISE IN EUROPE
Swedish food tech company, Micvac, has created the position of Country
Manager Germany to strengthen and expand European operations. Appointed
in September 2017, the new manager, Guido Kassel, brings over 30 years of
industry experience, mechanical engineering knowledge and sales and
distribution know-how to the new position.
Micvac, which developed an innovative method of producing chilled ready meals,
markets this method to the food and food service industries. Following the recent
appointment of a Country Manager France, the new Country Manager Germany will
lend his support to the company’s solid growth in Europe.
“I am fascinated by Micvac’s concept, which, despite using innovative technology, is
extraordinarily straightforward and simple,” says Guido Kassel. “It stands for futureoriented
quality, flavour and natural wholesomeness.” His stated objective is to broaden
the availability of products created using the Micvac process among food retailers
throughout Germany. Guido Kassel’s background in mechanical engineering and
business administration puts him in a unique position to fulfil this purpose. His
professional career has included positions such as CEO of a midmarket food
producer, Director of German Sales at a French food producer, and from 2006
onwards, Head of Sales & Product Development/New Business Development at
renowned food producers with a focus on convenience food.
This wide-ranging experience has also enabled him to build an extensive personal
network within the industry. “We are very happy to have Guido Kassel working for us in
Germany,” says Christina Frohm Kramer, Regional Sales & Marketing Director at
Micvac. “It allows us to intensify our efforts in the growing German market for chilled
ready meals.”
The Micvac method
Micvac has developed an innovative and safe ready meal production method that
utilises in-pack cooking and pasteurisation in one smooth continuous process. Each
tray or pouch is filled with fresh ingredients and sealed, the meal is then cooked and
pasteurised while passing through a microwave tunnel. Key to this process are
Micvac’s patented packaging components: the Micvac tray and the unique Micvac
valve.
The Micvac method provides solutions for the ready meal market, with a focus on
microwave cooking and food service applications. For Micvac customers, it opens up
new ways of targeting the modern consumer with a high degree of convenience and
high quality products. The ingenious Micvac valve isn’t only crucial for the production,
but also at home at the consumer. The valve whistles once the food has reached an
even eating temperature. The equipment with the required production capacities
along with Micvac packaging is delivered directly to producers, enabling them to focus
on recipes and content. The chilled ready meals are placed in the refrigerated display
section and they have an extended shelf life without the need of any additives. All this
means less waste in the food chain. These two benefits constitute key selling points in
the food retail and food service industries.

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