The U.S. Embassy visits The Home of Hot-holding

Flexeserve’s Hinckley HQ was visited by a delegation from the U.S. Embassy, as The Home of Hot-holding plans to put a footprint in North America.

The world leader in hot-holding units and food-to-go solutions, Flexeserve, was privileged to host a group of key figures from the commercial affairs department of London’s U.S. Embassy.

Jamie Joyce with Rosemary Gallant and members of Flexeserve, the U.S. Embassy and Greater Birmingham Transatlantic Chamber of Commerce

The visit strengthened Flexeserve’s relationship with the U.S. Embassy, with guests given a tour of The Home of Hot-holding, where Flexeserve manufactures its world-leading hot-holding units.

Jamie Joyce, CEO of Flexeserve, said: “This is perhaps our most important visit to date. Welcoming Rosemary and her team to Hinckley is a crucial moment in the development of our business, as we commit more resources to the U.S. market.”

It started with breakfast

The day began with a business breakfast with the U.S. Embassy at HSBC’s HQ in Birmingham. This was organised by the Greater Birmingham Transatlantic Chamber of Commerce, of which Flexeserve is a Patron.

Speaking at the event were Ambassador Philip T Reeker – the Chargé d’Affaires of the U.S. to the UK, and Rosemary Gallant – Minister Counselor for Commercial Affairs, together with Steve Hewitt, Executive Chairman of Gymshark.

Flexeserve CEO, Jamie Joyce speaking with U.S. Embassy Chargé d'Affaires, Ambassador Philip T Reeker — Jamie Joyce speaking with U.S. Embassy Chargé d’Affaires, Ambassador Philip T Reeker

Jamie said: “It was incredibly insightful – providing not just reasons to be excited about the U.S. market opportunity, but also invaluable guidance on developing the right strategy to approach it.”

Tour de force

Later in the day, the delegation from the Embassy travelled to Flexeserve’s HQ in Hinckley in a visit co-ordinated by the Chamber. The group included, from the Embassy, Rosemary Gallant accompanied by Gus Franklyn-Bute – Senior Regional Investment Advisor and Kristina Schaferova – International Business Advisor, as well as Mandy Haque, International Director of the Chamber.

Here, they were given the VIP treatment with an informative tour of Flexeserve’s facilities. This began with The Hive, a dedicated team area, where Partners “meet, eat, innovate and collaborate together”.

They were greeted in The Hive by Flexeserve’s Head of Culinary, Billy Eatenton who demonstrated the company’s flagship hot-holding unit, Flexeserve Zone, the only unit capable of holding hot food with different temperature requirements, all in one unit.

Rosemary Gallant from the U.S. Embassy sampling lunch from a Flexeserve Zone heated display

Guests were invited to select their lunch from a diverse range of food-to-go in Flexeserve Zone, including teriyaki salmon, beef bourguignon, sweet potato fries, soft poached eggs and warm pastries – amongst others!

After this, the group visited Flexeserve’s dedicated R&D department – with its world-first Environmental Test Chamber for heated displays, followed by its Manufacturing Operations and Foodservice Innovation Centre. This culminated in a discussion about the company’s aspirations and challenges in establishing a U.S. operation.

Jamie Joyce giving a tour of Flexeserve's production facilities to members of the U.S. Embassy and Greater Birmingham Transatlantic Chamber of Commerce — Jamie Joyce giving a tour of Flexeserve’s production facilities to members of the U.S. Embassy and Greater Birmingham Transatlantic Chamber of Commerce

Jamie said: “The visit has given the Embassy a much greater understanding of what makes us unique in our industry, and what we want to achieve. There is nothing quite like coming here and seeing first-hand how we help customers transform their hot food operations.

“We’re in regular contact with Gus, he’s incredibly helpful, but this was the first time we’ve met in-person. To have the opportunity to speak with Rosemary, and to welcome her on-site – it’s a true honour.”

Jamie Joyce and the U.S. Embassy's Rosemary Gallant outside The Hive — Jamie Joyce and the U.S. Embassy’s Rosemary Gallant outside The Hive

Jamie concluded: “Working with the Transatlantic Chamber and the U.S. Embassy, we are carving out our path in North America. Creating an operation in the U.S. is no easy feat and they’ve provided us with crucial advice and connections to navigate the financial, legal, commercial and strategic issues that will guarantee our success.”

Jamie Joyce demonstrating their world-first Environmental Test Chamber for heated displays in their dedicated R&D department

A day to remember with, and for, the U.S. Embassy

Gus, of the U.S. Embassy. said: “It was a genuine delight to visit Flexeserve and meet such an excellent team face-to-face for the first time. The day demonstrated that Flexeserve is not simply a manufacturer, or seller of products, but a complete foodservice solutions provider.

“Our experience was testament to the level of care and attention to detail that they put in every single day. The passion they have for what they do is very infectious, and the business really does have a very bright future in the U.S.”