A Prized Resource in the Middle East

Greenfield:
A Prized
Resource in
the Middle East
As the original center of
world trade routes, the
Middle East is being
expertly navigated by
Greenfield World Trade.
L
ike a diamond glistening on the map of the
world, the Middle East dazzles the eye with its
tapestry of cultural riches, untold wealth...
and vast, untapped opportunity for purveyors of foodservice equipment.
As in no other time in history, this land of intrigue
continues to capture and hold the attention of onlookers
around the globe. And like many regions that are home
to ancient peoples, the Middle East offers riches only to
those who learn its secrets, become familiar with its customs, and concern themselves with its needs.
For many hoping for an entre into this land of nearly incalculable opportunity, Greenfield World Trade in
Ft. Lauderdale, FL, a leading full-service, international
provider of commercial foodservice equipment and
supplies, holds the key.
The firm was founded by Neal Asbury, a veteran
export representative for foodservice equipment worldwide. The company represents a broad line of independent manufacturers, with complimentary product lines.
“The Middle East is a fantastic mix of cultures,” says
Jonathan Vadnos, Greenfield’s vice president-sales.
“And due to the diversity of societies and cultures, relationships are one of the most important things there.”
This perhaps more than anything else, he advises, has
always been a Greenfield specialty.
Routinely traveling through the region as much as
seven months out of the year, Vadnos says he finds its
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people “very hospitable, extremely warm and very generous. I
think that due to their ancient culture they have a good grasp
on how to conduct business in a very professional way.”
KNOWING THE PULSE OF THE MARKET
Vadnos believes it’s the Middle East’s mature foodservice business that fosters such strong relationships with Greenfield.
“They know they can rely on us to handle their requirements
expeditiously and professionally.”
The importance of helping build sales by bringing companies together cannot be over-emphasized. “I don’t just travel
there and take their orders,” says Vadnos. “We bring them business. We help to create business for them, and that’s one of the
collective benefits that we bring to the relationship.”
Maintaining an Arabic-speaking staff, Vadnos is convinced,
is “a key reason why people enjoy doing business with
Greenfield. They feel free to speak in their own language to
someone who understands exactly what they’re saying.”
PRAISE FROM ACROSS THE REGION
Testimony from Greenfield clients in many nations across the
Middle East serve as evidence of the company’s varied resources
and commitment to excellence. Indeed, partners across the
“Greenfield is able to identify appropriate distributors in the countries,
and they have the [resources] to
deliver a product such as ours.”
— E.J. Dealy, Manager of Strategic Sales, Insinger
map sing Greenfield’s praises.
Dubai, United Arab Emirates (UAE): Mathew Thomas, a
principal in Ramadi Trading LLC, a distributor based here, has
worked with Greenfield for close to four years, and is one of its
most adamant supporters.
Ramadi works with a great many of the equipment items
handled by Greenfield, especially Woodstone ovens, which he
says is “one of our prime products here in this market.” Forming
relationships, as with the executives at Woodstone, has been a
prime factor in Ramadi’s and Greenfield’s shared success.
“They pass on all the information they get, and inquiries
directly from the client they pass along to us,” says Thomas.
“We are doing projects not only in Dubai but also in Kuwait,
Bahrain, Beirut, and we’re just now going into Saudi [Arabia].”
One of the most important relationships, is that between
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Ramadi and Greenfield itself. Says Thomas, “We talk to them
almost every day, and exchange at least three or four e-mails a day.
So you can imagine the amount of work that goes on between us.”
“Before we started working with Greenfield we were dealing
with one of their competitors through one of our US contacts —
and it wasn’t working very well,” says Ranjan Salis, general manager for Tomaco LLC, a distributor based here. “Greenfield took
over, and since then we’ve been very happy with the way they
handle all our inquiries, help us meet clients and give us specific
product information.
Tomaco’s Greenfield connection has helped the firm in
many ways, he explains. “If we’re not able to source something
we talk to them and they help us from America.” And though
this year has been especially trying, business never lost a step,
thanks in large part to Greenfield’s ongoing efforts. “We still
had Jonathan (Vadnos) here regularly, despite the political climate. Seeing their people on projects along with our sales people in order to talk to the sales team and project people illustrates how serious they are about the equipment and products
they carry. And this, says Salis, “means a lot.”
There are, he adds, “not many Americans travel to the
Middle East these days. In spite of that, Jonathan came over frequently, and that gave us and our buyers a lot of confidence.”
“Greenfield’s people are the eyes and
ears and personal contacts for Eagle
and its products in the Middle East.”
— Larry McAllister, President/Owner,
The Eagle Group
Cairo, Egypt: “Greenfield is equipped with all the tools we
need,” says Emad Farag, owner and managing director of
Quality Kitchens International, a dealer/distributor based in
here, which represents several lines all over the Middle East.
“They are connected all over the world with all types of
manufacturers and lines,” he notes. “If we have a kitchen that
needs preparation, a bakery, a cooking line or some other items,
Greenfield is the one source where we can find the lines for all
these different areas.”
The trust built between the two over the years, he adds, renders their business dealings even more efficient. “I have known
Neal Asbury for many years as a trusted business associate as
well as a friend. I know he can help us and support us whenever we need it. He knows that when he sends equipment to the
Middle East he’s in safe hands dealing with a friend, not just a
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ONE WORLD • ONE SOLUTION • ONE SOURCE
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dealer. That’s why since he started his own company we’ve
been following him wherever he goes.”
Farag is just as complimentary about Asbury’s team. “He has
a very experienced staff. They take care of everything from the
first minute they receive the order until I get the shipment here
in Cairo, and everything is done properly.”
Abu Dhabi, UAE: Hilary Barreto, commercial manager of
the foodservice equipment division of Elenco Trading has a
relationship with Asbury that extends back beyond his present
company’s founding, and says the partnership has helped to
broaden the assortment of products available to him.
“More than that, I can rely on them for a quick response to
anything we need, even if it’s not among the products we regularly import,” he notes. “They travel to this part of the world so
often, which is helpful. We’re able to discuss a lot of requirements
and projects we’re working on. Moreover, with their extensive
experience in the market I’m able to get very competitive prices.”
Elenco works mostly in the UAE, though at the customer’s request it can range as far as Qatar, Bahrain, Kuwait
or Saudi Arabia.
“Each time I’ve worked with [Asbury], he’s gone out of his
way to try and meet with us and discuss issues with us, and I
think it’s very helpful. There are very few times you find the
“They’re very knowledgeable about
what they’re doing there. We trust
Greenfield to be our resource
around the Middle East.”
— Rick Brua, VP Sales and Marketing, Imperial
president or chief executive officer coming down and wanting
to meet with you, like Greenfield does, which is impressive.”
“From the service point of view,” notes Ghassan Hatoum,
general manager of Emirates Kitchen Equipment, “Greenfield
is far ahead of their competitors in the market due to the excellent teamwork of their staff, by giving technical support and the
necessary data on demand without any delays.”
Greenfield has also distinguished itself, he adds, with “better
prices and credit facilities and prompt responses to our
inquiries. Greenfield is definitely helping us to grow our business to a higher level.”
As for regional politics and any effect it may have had on business, Hatoum notes that he and his colleagues “don’t see any
changes in service. In fact, Greenfield’s service has improved quite
a bit compared to previous years. It can’t be better than this.”
The synonymous name in quality and value
1560 Flower Street
Duarte, CA 91010
Phone: (626) 357-7411
Fax: (626) 359-5909; (800) 343-7790
Web: http://wwwimperialrange.com
E-mail:[email protected]
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Imperial Commercial Cooking Equipment’s
Restaurant Range Series unique features help
solve many cooking challenges faced in the
kitchen. Exclusively designed cast-iron top grate
shields grease and debris from the pilots, eliminating build-up. Imperial offers four interchangeable
burner head options. The Anti-Clogging Burner,
preventing spills from plugging the burner; the AllPurpose Burner; the Wok Burner, providing direct,
intense heat; and the Sauté Burner, providing a
wide flame. A uniquely designed “U”–shaped burner allows even heat distribution in the oven cavity.
The 35,000 BTU standard oven is a 26-1/2”
(67.3cm) “Chef’s Depth”; its high capacity accommodates full sized 18” x 26” (45.7 x 66cm) sheet
pans side-by-side and front-to-back.
Imperial’s successful strategy is to provide customers with optimum service and pricing and with
the speedy delivery of full-featured commercial
cooking equipment, and top quality standards.
These services have built Imperial’s solid brand
name and have been the cornerstone to the company’s increasing success. Imperial can fulfill the
needs of any commercial operation, from small
independent restaurants to the large institutional
kitchens and international quick-service chains.
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BROAD SPECTRUM
OF
SERVICES
he number of ways in which Greenfield
can help facilitate international trade is
impressive. They include:
T
Design Assistance. From concept development to complete design layout and site surveys
to comprehensive operations planning, Greenfield
helps find the perfect consultant, designer, architect, or operations planning expert who understands each country’s unique culinary culture,
specific food safety laws, mechanical requirements, labor regulations, building codes and construction methods.
Installation. Trained foodservice professionals
worldwide provide such services as uncrating,
setting in place, leveling, adjusting, providing
trims and hardwares, making final connections,
and calibration.
Importation. Clearing goods through foreign
customs often requires the services of a local
licensed importer with a specific import permit.
Through its worldwide network of strategic partnerships, Greenfield arranges all of these details
with skill and precision.
ONE WORLD • ONE SOLUTION • ONE SOURCE
Consolidations. Greenfield’s export management professionals can schedule multiple
shipments to a single consolidation point for
coordinating container loading through delivery
to any final destination. They can even consolidate furniture, decor, and non-foodservice
equipment items to help reduce cost and
improve efficiency.
Warehousing. Comprehensive worldwide
warehousing services are available to stage any
project.
Freight Forwarding and Shipping. The
company’s international traffic professionals handle
all freight forwarding and shipping details to ensure
on-time deliveries worldwide.
Export Documentation. The company
drafts export and import documentation with individualized care and service. Its extensive experience working with foreign government agencies,
in arranging necessary inspections, and with
international banking regulations enables shipments to clear customs without delay, and with
minimum expense.
Delivery To Site. Greenfield arranges delivery
from the port or staging location to the project
site at minimum expense.
Complete Equipment Packages. The
firm provides an almost unlimited selection of
world class quality foodservice equipment. Each
item is carefully selected from world renowned
brands to perfectly match the specific needs of
each individual concept.
Start-Up,
Demonstration
and
Training. Assistance is provided in complete equipment start-up services, individual
equipment demonstrations, working handson training, and comprehensive instructions
on the proper use and care techniques to
ensure an efficient, professional foodservice
operation.
Worldwide Warranty on Parts and
Services. Only Greenfield provides full-service
equipment warranties on every product it sells,
worldwide. An extensive network of factory
trained and certified service technicians stock
only genuine factory parts.
www.greenfieldworld.com
25
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Riyadh, Saudi Arabia: “This is not a nonsense industry.
Standards are really high,” says Ghiath Malas, marketing and
sales manager for Chbib Trading here.
Chbib has been in the commercial kitchen business for the
past 17 years, and serves as sole agent for Electrolux
Foodservice Equipment.
Malas, who joined Chbib 12 years ago, also likes the wide
assortment of brands and products Greenfield offers. “They
carry a lot of different products. In fact, they help us complete
the total kitchen package we need to provide.”
Buying a piece of equipment, says Malas, “requires a lot of documentation to go along with it. When we submit to the client we
have to submit all the technical documents along with the
machines, including the know-how of operating the machine.”
Later on, if a spare part or technical backup is needed or a
question needs to be answered, “we contact the Greenfield people and they contact the manufacturer directly. Any problems
are easily fixed for us.”
New Delhi, India: Continental Equipment, is a manufacturer and distributor of foodservice equipment, with a sales network throughout India. It is also one of the approved suppliers
for McDonald’s. The company’s relationship with Neal Asbury
goes back to the mid-1990s.
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“Right now we’re running the KFC
rollout in the Middle East, and soon
for Europe also. When successful, it
should go to the US.”
— Dan Raio, General Manager, Proprocess Corp.
“Neal actually has been pretty big help for our company in the
sense that he was our first principal when we started importing
equipment,” recalls director Pawan Raj Kumar. “They were the
first company which believed in us and helped us build contacts.
Obviously, we gained a lot because at that time they were selling
conveyor ovens, and Domino’s and Pizza Hut were just about to
start in India. We did the first 30 or 40 stores completely.”
Asbury has served as much as a “wise advisor” among everything else, says Kumar. “He has helped us make contact with
certain other companies that supply us with a lot of other
equipment that we use for projects around the country.”
MANUFACTURERS MAKE THEIR MARK
Among foodservice equipment manufacturers, the Greenfield
World Trade name has come to mean a great many things —
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savvy, experience, expertise, political and economic intelligence, convenience, resourcefulness and most of all, trust.
According to Rick Brua, vice president of sales and marketing for Imperial Commercial Cooking Equipment in Duarte,
CA, his company’s reliance on Greenfield when it comes to
expanding business in the region is pretty much complete.
“With Greenfield as our sole representative,” he notes, “we
don’t need to hire anyone to travel to that international market.
We’ve pretty much turned it over to them as our liaison.”
Imperial, which signed with Greenfield about three years ago, has
projects in the works throughout the Middle East. Like many others, Imperial has been impressed with Greenfield’s knack for getting “the right people in the right market,” according to Brua.
“They’re very knowledgeable about what they’re doing there. We
trust Greenfield to be our resource around the Middle East.”
Paramount, CA-based Proprocess Corp., which markets
DoughPro equipment, has brought its two-sided split grill to
Taco Bell and KFC restaurants in Qatar. In all, nearly 170 units
are planned before year’s end — clearly a big opportunity.
“We did the rollout in the US for Taco Bell,” says
Proprocess general manager Dan Raio. “Right now we’re running the KFC rollout in the Middle East, and it’s going to be
in Europe Following a successful KFC rollout in the Middle
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“Greenfield has very strong roots
with the community in the
Middle East, and they’ve developed
phenomenal relationships.”
— Deron Lichte, Vice President & COO, FWE
East, it should then go to the US.”
Greenfield “is going to handle everything and will control
the service and the warranties through their distribution in the
Middle East,” notes Raio. “It makes it a lot easier for us here in
the US not to be as involved.”
Proprocess Corp. introduced the DoughPro line of equipment to the pizza industry in 1984. The brand includes
PizzaPro, ProGrill and TortillaPro.
Referring to the Middle East political climate, The Eagle
Group’s president and owner Larry McAllister, declares “It’s
a highly volatile one, no doubt. And prospects for business
development ahead will depend on developments in Iraq,
and also what happens with the Israelis and the Palestinians.
We can’t predict the future there, but we can continue working for a better one.”
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Clayton, DE-based Eagle Group, America’s largest broadline
manufacturer of foodservice equipment, markets a variety of
stainless steel sinks, worktables, dish tables, hot food tables,
buffet units, underbar equipment, countertop cooking & warming equipment, shelving & storage.
Eagle has been doing business across the Middle East
through Asbury since the mid-1980s. Its largest current project
is the noteworthy Kingdom Center in Riyadh, Saudi Arabia,
one of the biggest projects in the Middle East today.
Asbury and his associates “make contacts with distribution
and with consultants,” he says. “They’re the eyes and ears and
personal contacts for Eagle and its products in the Middle East.”
Another major asset that Greenfield brings to the table is, in
McAllister’s words, “one-stop shopping. If (operators) can buy the
refrigeration, the cooking equipment, the custom fabrication, the
storage equipment from one source and have it consolidated and
shipped to the job site it’s meaningful. It reduces internal cost.”
Deron Lichte, Vice President and Chief Operating Officer for
Food Warming Equipment Inc. (FWE) in Crystal Lake, IL, praises
Greenfield’s “very strong roots with the community in the Middle
East. They visit the territory on a very regimented and ongoing
basis, and have developed phenomenal relationships.
Congratulations to Jon Vadnos, who has done an extremely supe-
“The Middle East’s greater sophistication, cash flow and market education foster a desire for quality.”
— Keith Carpenter Sr., VP Sales/Marketing,
Woodstone Corp.
rior job on behalf of FWE, and I’m sure other manufacturers’ lines.”
FWE has been in the marketplace for 45 years, and partnered
in the Middle East with Greenfield for a decade. The company
currently has projects underway in Bahrain, Kuwait, Egypt,
Qatar, Saudi Arabia, Abu Dhabi, Dubai and Sharjah. High-profile clients include the Taj Palace Hotel, the Holiday Inn Dubai,
the Rotana hotel chain which does business throughout the area,
and numerous private palaces around the region.
While attending last year’s Gulf Show, Lichte received word
that some of the equipment FWE had shipped to the Middle East
for the grand opening of the Holiday Inn had been damaged in
transit. After personally leaving the show to visit the warehouse
to confirm, he contacted the home office in the States and took
the initiative to re-manufacture all-new units and ship them on
time for the grand opening in order to ensure customer satisfac-
Introducing The Wood Stone Phoenix
Wood Stone introduces its newest product, the Phoenix, to the Latin American Market at the Abastur
show in Mexico City October 2-4, 2002. The new Phoenix brings you the live theater, unrivaled durability, high production capacity, and superior end product that you have come to expect from Wood Stone’s
line of stone-hearth equipment, but does so in a smaller, easier to install package. Finally there’s a
Wood Stone that will fit in any building and any cook line.
What makes The Phoenix a Wood Stone?
From the ground up the Phoenix is built like a Wood Stone. Its multi-piece stand is constructed entirely
from 10-gauge steel. The dome and floor are each single-pieces of “state-of-the-art” high temperature
refractory which provides a tremendous heat sink for faster, higher production. The most modern insulation is used to achieve a minimum clearance to combustibles and the most efficient use of floor space.
This is a 6,000 year-old concept updated and upgraded with modern technology. The compact build of
the Phoenix coupled with its wide doorway makes it one of the most aesthetically pleasing pieces of
equipment Wood Stone has ever produced. The visual highlight of the Phoenix is its vibrant radiant
flame gas burner, visible from almost any angle through the doorway. This flame is both the soul and
the engine of the Phoenix.
What makes The Phoenix a different Wood Stone?
The Phoenix is easy to install. The unit can be taken off its stand, turned on its side, and brought through any 80cm doorway. Its size
makes it different. The Phoenix achieves an economy of floor space and a maximization of the cooking hearth. It fits in a very small footprint, 108 cm x 108 cm footprint (1.17 square meters) yet because of its superior engineering and modern materials it yields a usable cooking hearth of 0.68 meters, or almost 60% of its footprint.
Catch a Rising Star
The Phoenix is the first fully manufactured stone-hearth oven that can be brought into any restaurant and fit in any restaurant’s floor plan.
Now it is possible to bring the magic of stone-fired cooking to your kitchen with a Phoenix.
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ONE WORLD • ONE SOLUTION • ONE SOURCE
ADVERTORIAL
tion, and support the dealer and consultant on the project.
“Basically, we ate the damaged equipment,” he recalls. “It’s still
sitting in a warehouse, but more importantly the dealer/distributor and customer are happy. I don’t believe that any other supplier would have re-manufactured and paid for the freight to assure
customer satisfaction like we did. To me, that’s a success story.”
“We’ve done lots with Greenfield,” says Keith Carpenter Sr.,
Vice President, Sales and Marketing of Bellingham, WA, manufacturer Wood Stone Corp. “We did the Gulf Show with them two
years ago, and we’ll be there next time too. We’ve established good
relationships with key distributors in the region. Greenfield’s relationship base in that part of the world is very strong. They know
their market, their territory and their channels of distribution.”
The Middle East distinguishes itself, says Carpenter, by its
greater sophistication and product savvy. “They have better cash
flow and a better educated foodservice market,” he notes. “They
have the need as well as the desire for durability and quality. They’re
looking for the right product, as opposed to the cheapest one.”
What that means to Woodstone, he points out, is the opportunity to do what it does best: present its product based on its merits, not just on price. “With Woodstone’s price point,” he says, “we
always have that challenge. But the informed operator has the
experience to appreciate the quality of a Woodstone oven.”
The Traex Co. in Dane, WI, supplies its new glassware racks
“By sending prompt quotations and following through orders, Greenfield has
been very helpful. Good back up service
too- sending spare parts without delay to
repair equipment etc. helps us service our
customers better.”
Tamara Goonesena, Director Hotel Technology,
INTERNATIONAL SERVICES (PVT) LTD.,
Sri Lanka
“Greenfield has helped us improve the
way we do business by constantly providing information about new products
which creates marketing opportunities,
and by promptly and efficiently replying
to our requests.”
Vrej Sabounjian, President, VRESSO SAL,
Lebanon
“Greenfield, Tomaco and Traex
worked together to take advantage
of one unique product to help
Tomaco secure the business.”
— Lori Barger, Director Sales/Marketing, Traex
— RackMax 20 and 30 — to the Grand Hyatt Dubai. Each
holds 20% more than other racks, creating savings in time,
labor, water and chemical usage, while decreasing breakage.
But the way the deal came together illustrated clearly the synergies that Greenfield builds and maintains.
Because of Traex’s unique design, fewer racks are required to
hold the same amount of glassware — 423 instead of 460 from
another manufacturer. “Say they wash one rack each day,” says
Lori Barger, Director of Sales & Marketing for Traex, “That’s a
9% savings. That’s huge.”
Greenfield helped make the difference. “To do this, we went
beyond the normal quoting process for a hotel project,” notes
Barger, whose products are sold throughout the entire region.
“We asked the local dealer on this project, Tomaco, for the
exact glass sizes there,” she continues. “We worked through the
sizing, and we could determine what the savings would be.
The Greenfield team is easy to communicate with, and they bring good ideas to us
for future business. Their assistance has
helped our business grow, through helpful
catalogs, efficient shipment lines, plus
product information to help us sell against
the competition.”
“We admire Greenfield’s professionalism
and their understanding of the Middle
East Market.”
Ali Misfer Al Zahrani, Executive Director,
TRANS PENINSULA TRADING COMPANY,
Saudi Arabia
“Greenfield always helps to solve any
problems we face with our customers,
which is helping to improve our business.
They are responsive, visiting us regularly
to have personal discussions. We feel good
in our dealing with Greenfield.”
“Having Traex exclusivity through
Greenfield is a plus for us, since its products are very well known in Kuwait, where
quality is top priority.”
Rania Sfeir, Assistant GM, INTERNATIONAL
POPULAR COMPANY, Kuwait
P.M. Salavudeen, Asst. Sales Manager,
SPECIALISED TECHNICAL CONTRACTORS LLC,
Oman
Mustafa Mursy, Division Sales Manager,
AL-WAZZAN UNITED TRADING CO. WLL,
Kuwait
“Having worked with Greenfield since only
February 2001, they have proven in this
short period of time high ability and standard of service. We trust their high quality
and their competitive prices, and we look
forward to our continued relationship.”
“Greenfield’s Jonathan Vadnos has always
been an excellent communicator, sensitive
to the needs of his customers. Problems
are handled without wasting time. The
relationship is a true partnership, and has
resulted in opening the first outlet for
Buffalo’s Kuwait and Mrs. Fields Kuwait.”
“We have been growing with Greenfield,
dating back to when Neal Asbury was
based in the Philippines, and we executed
our first turnkey project together. Now,
they have grown to represent some of the
world’s top foodservice equipment manufacturers. Their excellent communication
is appreciated by all of us.”
Antoine Chalfoun, Chairman-GM,
PRO KITCHEN SAL, Lebanon
Arsine AbuRouss, Managing Director,
BRAZILIA, Kuwait
Keith Sumanasena, Chairman/Managing,
DETO SURFACTS (PVT) LTD, Sri Lanka
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Greenfield Partners and Services
Jonathan (Vadnos) got Tomaco to go above and beyond in getting the information, and we turned around and gave them a
tremendous advantage in securing this rack tender. It was all
three parts working together to take advantage of one unique
product we have to help them secure the business.”
The Insinger Machine Co. in Philadelphia, PA, has been
working with Greenfield in the Middle East for about two years,
on projects that stretch all across the region, especially Egypt and
Saudi Arabia. The company’s primary product is dishwashers.
Greenfield has provided an advantage because “they’re a
full-service exporter, which has been real helpful for us,”
according to E.J. Dealy, Insinger’s manager of strategic sales.
“Particularly, they are able to identify appropriate distributors in
the countries, and they have the skills, the financing and the
personnel to deliver a complex product such as ours.”
Asbury and his team have been “very perseverant,” Dealy
adds, “and they’re very easy to work with. They’ve done a great
job at expanding Insinger’s exposure in the Middle East, and
introducing us to the right distributors.”
RISING TO THE CHALLENGE
The Middle East is and will continue to be, at the end of the
day, “a very challenging marketplace,” Vadnos concludes. “In
terms of American products it’s because of the Europeans’ that
are right next door to the Middle East. We counter that by
bringing collective benefit to our distributors and the end user.”
And it is that collective Greenfield benefit that helps all
parties involved manage the challenges — economic, political,
cultural, competitive — and savor the opportunities that lie
ahead in the Middle East.
“I think that due to the Middle East’s
ancient culture they have a good
grasp on how to conduct business in
a very professional way.”
— Jonathan Vadnos, Vice President-Sales,
Greenfield Worldtrade
Hickory
• Design Assistance
• Complete Equipment
Packages
• Consolidations
• Warehousing
• Freight Forwarding and
Shipping
• Export Documentation
Email: [email protected] • Tel: 1-954-202-7336 • Fax: 1-954-202-7337
• Importation
• Delivery To Site
• Installation
• Start-Up, Demonstration
and Training
• Worldwide Warranty on
Parts and Services
33
Greenfield World Trade provides the world’s leading
commercial food service equipment, supplies and
related services for the global market.
Bar
Maid
World renown manufacturer of portable, electric glass
Lakeside
High quality provider of transporting, bussing, storage,
washers.
dispensing, delivery, housekeeping and janitorial equipment.
Chicago Metallic
THE BAKEWARE COMPANY
A major player in the manufacture of in-stock baking pans
for foodservice, supermarket, and retail bakery shops.
Crystal
Tips
World class ice machines utilizing today's leading technology.
Lang
Excellence in cooking technology for all commercial
kitchen applications including ovens, proofers, griddles,
broilers, ranges and fryers. Also specializing in marine
applications.
Legion
World Class manufacturers of cookers, kettles, tilting skil-
Desmon
A complete line of high quality refrigeration including
lets, cookware, chafers, and buffetware.
Greenfield World Trade
reach-ins, undercounters, sandwich tables and prep units.
Star/Holman
A complete line of countertop equipment and pizza
is dedicated to providing
DoughPro
Revolutionizing the pizza and tortilla industry with a com-
ovens providing excellent value and outstanding performance.
excellence in support,
plete line of dough presses, tortilla griddles and complementary items.
The global team at
quality without compromise
&
innovative solutions for all
of your food service
requirements.
15712 SW 41st Street
Suite 800
Fort Lauderdale, Florida 33331
USA
Tel: 954-202-7336
Fax: 954-202-7337
3005 New Trend Centre
704 Prince Edward Road East
San Po Kong, Kowloon,
Hong Kong
Tel: 852-2321-1217
Fax: 852-2321-8867
www.greenfieldworld.com
Eagle
Quality manufacturer of shelving, worktables, sinks, tables,
countertop equipment, underbar equipment, pans, racks
and custom fabricated equipment.
T&S
Brass and Bronze Works, Inc.
The single source solution for every plumbing and component application (World Wide - excluding Europe).
Traex
World leaders in warewashing racks, delivery trays and
F.W.E.
Mobile foodservice equipment and mobile bars that have
supplies (World Wide - Excluding Europe).
earned a reputation for rugged durability and long life.
Ultrafryer
Systems
Manufacturer of the most energy efficient commercial
Hickory
Quality manufacturer of commercial rotisseries
fryer in the world.
and barbeques for the foodservice and retail markets.
Univex
The value leaders for over 50 years in commercial mixers,
Imperial
Extensive product offering for commercial kitchen applica-
slicers, grinders and peelers.
tions around the world.
Wood
Stone
Wood and gas-fired stone hearth ovens and rotisseries
Insinger
Innovative warewashing technology for over 100 years.
that guarantee durability and performance.
Products & Services for the Global Market
Design Assistance
Complete Equipment Packages
Custom Fabrication
Consolidation
Warehousing
Freight Forwarding and Shipping
Export Documentation
Importation
Delivery to Site
Installation
Start-up, Demonstration and Training
Warranty, Parts and Service