What Makes a MAFSI Rep Different?

altExperience: MAFSI REPS have decades of experience and extensive knowledge of the foodservice industry. They are the local market experts and being rooted geographically results in customer relationships built on stability and trust.

Cost and Time Savings: MAFSI REPS offer the most cost-effective and efficient means of reaching national, regional, and local markets. Because MAFSI REPS are the exclusive factory branch sales office in their territory and represent two or more manufacturers they offer greater product exposure while providing expert service to the time-challenged buyer.

Superior Sales Support: MAFSI REPS provide manufacturers and customers with a multi-faceted, multi-skilled, more experienced sales team which average nearly 1 to 1 support internally for each sales person in the field. MAFSI REPS have excellent industry connections and know the trends affecting their marketplace.

Customer Committed: As the local factory sales office for more than 800 foodservice manufacturers, MAFSI REPS, with their exceptional product knowledge and valuable insight, help successfully guide the customer through the conception, selection and acquisition phases of purchasing. Many MAFSI REPS have test/demo/mobile kitchens and showrooms where customers can sample products first hand.

Real Results: Manufacturers and customers can choose to work with a MAFSI REP with confidence as they demonstrate the highest level of professionalism, business acumen, technical competence and territorial continuity. MAFSI REPS are committed to delivering constant value to both the customer and the manufacturer.

Click here for a Detailed Explanation of Manufacturers' Reps and How They Work.

What are the advantages that MAFSI REPS bring to manufacturers?

  • Immediate access to a well educated sales team who have local acceptance and are trusted by their customers.
  • Greater marketing penetration to increase your sales.
  • They cultivate long-term relationships with buyers in their territories.
  • They know who is likely to need your product, and their recommendations have the credibility that comes from a longstanding relationship. They can help you enter new markets quickly and effectively, because they've already penetrated the territory.
  • You don't have to hire and train sales people.
  • Representatives are already highly trained and knowledgeable about their markets.
  • They give you access to a broader, more stable source of market feedback.
  • Because representatives sell a number of lines, in territories and to customers they know well, they provide a more reliable source for market intelligence.
  • Their customers feel confident in discussing changes and opportunities in the marketplace with them, as well as airing criticisms, praise, and suggestions they'd be reluctant to share with factory personnel.
  • They're motivated. Representatives typically work on a straight commission basis. They don't earn a penny from you unless they sell your product.

How will they save manufacturers money?

  • You don't have to maintain an internal sales force. The representative bears the cost of maintaining a staff, an office, and possibly a warehouse. They hire and train their own sales people. They pay their own taxes, insurance and retirement benefits, travel, entertainment, trade show, and administrative expenses.
  • Your selling costs become predictable. You don't pay a commission until after an order is shipped.
  • You get value-added benefits at no extra cost, such as regional sales management and sales analysis; product detailing; and promotion and merchandising.

Each MAFSI member firm offers you the benefits of a complete and cost effective sales and marketing organization without the expense of hiring and training your own staff. With a thorough knowledge of their territories and long established customer contacts, MAFSI reps can develop and expand your customer base through an agreed upon territory action plan.

What Our Members Do

MAFSI REPS spend their day calling on all facets of the industry with the purpose of lending their specific product knowledge and experience to the foodservice community. 

MAFSI REPS work directly with the local foodservice dealers, consultants, and end user operators as the product specialist and consultative sales agent. Think of MAFSI REPS as specialists that the dealer and consultant rely upon as they execute their work. We support both – we replace neither. Representatives also advocate customer issues with their manufacturers and dealers to ensure that the operator is receiving exactly what they are demanding.

On behalf of their manufacturers, MAFSI REPS exclusively represent approximately 12-18 product manufacturers in their defined marketing territory. There are typically 10-20 MAFSI REP local factory sales offices in each marketing territory (please see MAFSI Region map at left).

MAFSI REPS typically employ 3 to 4 field representatives, 2 to 3 inside customer service people and often have showrooms and test kitchens to assist customers in project planning. It is not uncommon for MAFSI REPS to also have on staff chefs to assist the customers´ culinary team with menu planning and preparation and cooking procedures unique to specialized equipment such as blast chillers and combi ovens.

Our members’ broad range of services are available to customers at no expense. Our members’ field reps, their customer service staff, their facilities and their years of specialized experience are available to customers at no charge because they are paid by the manufacturers. Over 80% of foodservice manufacturers utilize the professional sales and marketing services of independent manufacturers’ representatives. Manufacturers have found that hiring independent, commission based, sales professionals provide better results for themselves and their customers.

MAFSI Member Product Categories and Customer Market Segments

Below you will find the product, product sub-categories and market segments that MAFSI REPS serve.


  • Heavy Equipment
  • Light Equipment
  • Supplies
  • Tabletop
  • Furniture
  • Technology


  • Bakery Equipment/Bakeware
  • Beverage/Bar Equipment
  • Custom Fabrication
  • Dispensing Equipment
  • Food Preparation Equipment
  • Furnishings & Decor
  • Ice Machines
  • Janitorial & Safety Equipment
  • Primary Cooking Equipment
  • Refrigeration & Ice Machines
  • Serving & Holding Equipment
  • Signs & Displays
  • Smallwares, Cooking & Kitchen Tools Storage & Handling Equipment
  • Tabletop & Servingware
  • Ventilation
  • Warewashing
  • Waste Handling and Reduction


  • Airlines
  • Bakeries
  • Broadliners
  • Business & Industry
  • Casinos/Gaming
  • Chain Accounts
  • Colleges/Universities
  • Commissaries/Food Processing
  • Consultants
  • Convenience Stores
  • Convention Centers
  • Corrections
  • Country Clubs
  • Cruise Ships
  • Dealers
  • Fine Dining
  • Healthcare
  • Hotel/Motel
  • Ice Cream
  • Independent Operators
  • International/Export
  • Military
  • Sport Venues
  • Schools (K-12)
  • Supermarkets
  • Theme Parks

Value Added Resource for the Customer

MAFSI REPS can be a tremendously cost-effective resource. Below are just a few examples of how MAFSI REPS can bring value for their customers:

  • Assistance with conception, selection and acquisition phases of purchasing
  • End User Specifications
  • Quotations
  • Annual Budgeting
  • Equipment Demonstration & Start Up
  • Menu planning and assistance with preparation and cooking procedures
  • Operator Advocate - to the manufacturer
  • Literature Updates
  • New Product Introduction and Education
  • Service Coordination
  • Tracking & Follow Up
  • Freight Claims
  • Order Entry & Tracking
  • Installation Supervision
  • Returns

Customers can call upon MAFSI REPS to provide accurate and specific information germane to the product lines they represent—once again at no charge.  The representative’s knowledge ranges from technical aspects of a piece of equipment to application, installation, maintenance and service.  MAFSI REPS are typically second and third generation foodservice veterans, who have grown up in the industry, and who have spent a lifetime mastering all aspects of the products they represent.

Complete List of Services MAFSI Reps Provide

Common Questions about MAFSI REPS



Questions? Please contact us today at (404) 214-9474 or info@mafsi.org.