Reading Bakery Systems sees the global shift and increases its services, strengthening its team that supports bakers in Europe, the Middle East and Africa.
Reading Bakery Systems (RBS) has been growing its team outside of its US home market. Newly hired specialists have in-depth knowledge about the bakeries in EMEA and are already at work. The company has ironed out current and potential hurdles related to international trading uncertainties and is ready to offer additional support services.
To be closer to customers, US Native Joe Pocevicius relocated to the Netherlands to set up the Dutch office in 2016. Hassan Harakeh was also brought on at that time to support the Middle Eastern market. He works out of the Dubai office. This was a double step for RBS to expand its focus to these growing markets.
A new specialist, David Welch, was added to the team in 2024 as a sales manager for Europe, but he is by no means new to the industry. On the contrary, he is a well-known name in the cookie and biscuit world, in which he has been working for over 20 years. His responsibilities include expanding the customer base and supporting the existing customers with sales-related inquiries and technical strategies. “We were excited to bring David on board because, with his experience, he can have a meaningful influence in equipment and system designs. He understands the customer’s needs and can meet them with a technical solution,” Pocevicius highlights. “He has spent extensive time commissioning lines and installing and running the machinery, so he understands not only the technical requirements but also a great deal about the process requirements. He is able to teach the customer with confidence all the things that are necessary for them to achieve their goals and to achieve the product that they want to make,” he adds.
With David Welch, a new ‘pin’ was added to the regional center’s map: the UK.
Welch, formerly at Baker Perkins, provides process knowledge to customers and any interested bakers facing various manufacturing issues. “We realize that there’s a shortage of knowledge in the industry, and we want to be the company that provides that knowledge. We are lucky enough to have this expertise within our company,” Pocevicius highlights a mounting problem with process know-how diminishing between generations of specialists exiting/entering the field. “We are happy to help (potential) customers, whether they buy equipment from us or not,” he underlines.
The addition of local customer care and spare parts support provides faster support without having to bring specialists from overseas.
For spare parts and components, RBS is establishing a network of qualified suppliers that can produce them directly in Europe. Pocevicius details a big-picture plan, now under development: the goal is to establish this network thatcan offer the necessary pieces locally, faster, more sustainably and free of fluctuating international taxes. Customer care also provides preventive support, to help bakeries improve their maintenance.
With this expansion of the regional office, RBS’s team operates without having to rely on the US office. The strategy was to build a self-reliant center that could work quickly and efficiently and meet the needs important for international manufacturers.
Depending on the inquiry, the first point of contact at the RBS regional center can be Joe Pocevicius or the sales manager assigned to the market – David Welch, for European clients, or Hassan Harakeh, for customers from Africa and the Middle East. For technical questions, bakers can reach out directly to the aftermarket service and support department. A diverse team, with specialists focusing on different fields, is the plan developed by RBS to a serve diverse market.
A regional operating center
The goal is not necessarily to replicate the company structure that has been built in the US, or to disconnect from it, Pocevicius shares. Importantly though, the European Regional Operating Center is able to function at full scale and on time, all things considered – from various supply chain disruptions to changes in international trade regulations, for example. This is especially important for time-sensitive issues. After all, production downtime must be reduced to a minimum, for food manufacturers. At the same time, the wealth of knowledge in the US is available when necessary to further speed up reaction times and project development.
RBS is still looking for additional process technologists, but with these teammates that have joined the ranks of the regional center, the plan is falling in place, Pocevicius highlights. RBS is continuing these expansion around the globe. More established specialists will be welcomed aboard.
Details – to be announced
