Looking to extend its reach in the foodservice equipment and supplies industry, Rubbermaid Commercial Products has updated its sales strategy.

Rubbermaid Commercial Products has updated its strategy to include the use of independent manufacturers' representatives in the sales of its products to the foodservice industry. Jim Monnat, CFSP, a 22-year veteran of the company, was tapped to lead RCP's newly formed foodservice sales management team.

Monnat is building a team of experienced RCP managers who will ultimately select, train and manage the manufacturer's new network of representatives. New sales coverage is expected to begin July 1, 2011, according to a RCP release.

"By creating a distinct Foodservice channel sales structure, RCP can more sharply focus on the unique needs of the Foodservice segment," said Kevin Affeldt, vice president of sales for Rubbermaid Commercial Products, in a company press release. "The new sales strategy gives RCP the opportunity to build upon current partnerships and to develop new ones to better serve the unique needs of distributors and end-users."

Concurrently, RCP will also intensify its sales efforts in the sanitary, maintenance and industrial channels through its team of direct sales representatives, according to the release.