Williams appoints International Sales Manager

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Published: 22 July 2020


Robert Purves, Williams Refrigeration Robert Purves, Williams Refrigeration

Robert Purves is joining Williams Refrigeration as the company’s International Sales Manager. Looking after both Williams and sister company Falcon Foodservice Equipment, he will be responsible for export sales, with a focus on the Middle East and Europe.  

Purves has spent 17 years in the foodservice equipment industry and, before taking up his new position, was export manager at Falcon.  

He said: “It’s a privilege to represent two British manufacturers who have great reputations for quality and innovation in product development. Williams Refrigeration is a global company with international operations in the Middle East, China, France and Australia.  Export markets are ever more important for us as we look to further expand our business. Williams is a premium brand on the international stage, recognised the world over.” 

Robert will liaise closely with all Williams international companies and is particularly looking forward to working with the Dubai office.  “The team there are so well respected,” he says.  “We’ve had an office in Dubai that has consistently supported the foodservice industry in the region over a long period of time.  It has stayed operating even through the current Covid-19 crisis, maintaining local stock to ensure customers weren’t let down.”  

Tim Smith is chief executive officer of AFE Group, which owns Williams and Falcon.   He said: “We’re delighted that Robert has taken on this new role. He has exceptional knowledge and experience of AFE’s cooking and refrigeration products. He’s the ideal choice to work with our international operations to expand our export business and capture more of the post-Brexit market opportunities in Europe, the Middle East and elsewhere.”  

Meanwhile, Williams’ current head of international sales, Gerry Coffey, is retiring after 20 years leading the export team. He will work with Purves to ensure a smooth handover.

“Gerry joined Williams in 2001 and has played a key role in establishing our Dubai office and making Williams one of the most successful UK manufacturer teams in the Gulf region,” said Smith. “I want to thank him personally for the huge contribution he’s made and for the support he has given me, and his colleagues, throughout the past two decades.  We all wish him the very best for his retirement.”