39th Annual Partnership Conference - Press Release
FOR IMMEDIATE RELEASE
SEFA HOSTS 39th ANNUAL PARTNERSHIP CONFERENCE
May 2025
Schaumburg, IL — SEFA, LLC proudly hosted its 39th Annual Partnership Conference at the historic Hotel del Coronado in California. This year’s event brought together SEFA’s top-performing Dealers and Supplier partners for a week of strategic connection, powerful learning, and well-earned recognition — all under the energizing theme: Play to Win.
“‘Play to Win’ wasn’t just our theme — it was a mindset that showed up in every part of the week,” said SEFA CEO Kelly Cain. “From intentional collaboration to bold leadership, our community continues to raise the bar for what’s possible in foodservice equipment and supplies.”
This commitment to performance was especially clear in this year’s awards, which recognized excellence alongside exceptional year-over-year growth.
Awards Ceremony Highlights:
Member of the Year:
Action Sales was recognized for their inspiring leadership, customer-first culture, and unwavering commitment to service. Their expansion into a new, state-of-the-art facility and their dedication to community impact set a powerful example of what it means to lead with purpose and integrity.
Supplier of the Year:
Atosa USA earned Supplier of the Year for their consistent excellence, responsiveness, and commitment to growing alongside SEFA Dealers. Their team continues to strengthen partnerships by showing up with solutions, not just products.
Trainer of the Year:
Farrad Condry of Metro was honored for turning training into an experience. Through creative engagement and genuine connection, his sessions made learning memorable and meaningful — a winning combination that resonated across the SEFA network.
Outstanding Supplier Awards:
Selected by SEFA Dealers, these awards highlight Supplier partners who go beyond expectations to create value and drive results:
- Dealer Support: Champion Industries
Known for their exceptional service and longstanding industry relationships, Champion continues to be a trusted resource for SEFA Dealers across the country. - Specialty Products: Premier Metal & Glass
Known for their U.S.-based manufacturing and reliable delivery, Premier Metal & Glass combines flexibility, responsiveness, and quality in every project. - Accelerated Cooking: Panasonic
A leader in speed and precision, Panasonic delivers dependable performance backed by strong product support and innovation. - Supplies: Cooper-Atkins
With a reputation for innovation and reliability, Cooper-Atkins delivers precise solutions that boost efficiency and confidence in busy kitchens. - Smallwares: Browne Foodservice
Browne pairs a broad, reliable assortment with standout support that helps operators keep pace with changing demands. - Heavy Equipment: Frymaster
Recognized for consistency and innovation, Frymaster continues to deliver high-performance solutions that operators rely on. - Partners in Success: InSinkErator
A loyal and engaged partner, InSinkErator exemplifies alignment, support, and a deep investment in long-term success.
Dealer Recognition Awards:
- Circle of Excellence:
Franke Foodservice Supply and IS Restaurant Design Equipment & Supply were honored for demonstrating long-term partnership and high-level execution across all areas of the business. - High Achievers:
AIMCO Equipment Company, Economy Restaurant Equipment, and Jean’s Restaurant Supply were recognized for consistently supporting SEFA Supplier partners and delivering strong results across highly competitive markets. - Peak Performers:
Horizon Equipment and San Diego Restaurant Supply brought energy, expertise, and a results-driven approach that raised the bar — and left a lasting mark. - Pacesetter Award:
Cook’s Direct was honored for their sustained momentum and future-focused investments. With a proven track record of performance, they continue to lead by example and inspire others to step up.
- Great Start Award:
Premier Culinary Solutions made an immediate impact as a new SEFA member. With strong vision, collaboration, and professionalism, they quickly established themselves as a valued partner in the SEFA community.
Special Award:
- Dream Team Award:
Oswalt Restaurant Supply, E-Source Miller, and Federal Industries were recognized for their exceptional response to a critical project challenge. Through creativity, urgency, and seamless collaboration, they turned a high-risk situation into a success — a true testament to what’s possible when trusted partners work toward a shared goal.
“As we close another incredible conference, it’s clear that the people in this room aren’t just participating in this industry — they’re actively shaping its future,” said Cain. “To truly play to win means showing up with focus, investing in relationships, and committing to a standard of excellence that lifts everyone higher. And that’s exactly what our award winners — and our entire community — continue to do.”
Photos available upon request.
About SEFA
Founded in 1986, SEFA, LLC is a nationwide network of leading supply and equipment dealers and vendor partners. It has grown to be the industry’s foremost foodservice buying, marketing, and training group, empowering its partners through professional business services.
CATEGORY