Pro Reps West

What Pro Reps West does

Pro Reps West is a commercial foodservice equipment manufacturer's representative firm founded in 1995 and headquartered in Costa Mesa, California. Operating as an Employee Stock Ownership Plan (ESOP), the company represents 30+ foodservice equipment manufacturers — including the full Welbilt portfolio of Convotherm, Merrychef, Delfield, Frymaster, Garland, and Lincoln, plus Amana, Scotsman, Vitamix, Imperial Brown, Cleveland Range, Champion, CMA, and others — across two exclusive territories: Northern California & Northern Nevada (led by Managing Partners Richard Buck and Malcolm Cerri) and Southern California & Southern Nevada (led by Managing Partners Dave Rall and Deron Rall). Customers are commercial foodservice operators spanning chain and independent restaurants, K-12 school nutrition programs, college and university dining, healthcare dining operations, and hospitality venues.

The firm does not develop proprietary equipment; its portfolio and underlying technology are the catalog of its OEM partners, which spans combi ovens, high-speed ovens, commercial fryers, pizza ovens, commercial refrigeration (reach-ins, walk-ins, undercounters), ice machines, warewashing systems, blenders, food holding and transport, water filtration, food waste disposers, food shields, and bar/beverage equipment. The differentiating physical asset is 'The Wedge,' a multi-station test kitchen in Costa Mesa used for hands-on demonstrations, menu development, recipe testing, and live events. Three on-staff chefs (Mike Corlett, Juno Ignacio, Leah Miller) and a sales team run this demonstration motion, supplemented by attendance at the NAFEM and National Restaurant Association tradeshows. A Las Vegas service center provides authorized warranty and out-of-warranty repair for Vitamix commercial blenders across the West Coast.

Revenue is generated primarily through manufacturer-representative commissions on equipment sold via authorized dealers and distributors in the firm's two CA/NV territories, with secondary revenue from Vitamix commercial repair service fees and ancillary distribution through the 'Pro Reps Express' sub-brand. The firm does not sell directly to the public and does not publicly disclose pricing. Marketing channels include a dedicated blog, email newsletter, tradeshow presence, demo events at The Wedge, social media, and a website with demo-request and contact forms. The company is privately held with no external institutional investors, and reports no M&A, funding, or IPO activity.

Name

Pro Reps West

Legal name

Pro Reps West

Website

https://proreps.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Pro Reps West is an employee-owned manufacturers' representative firm founded in 1995, representing 30+ commercial foodservice equipment brands across Northern and Southern California and Nevada through an in-house chef-led test-kitchen demonstration and authorized dealer sales model, with an added Vitamix commercial service center.

Ownership category

akta.pro rank

Headquarters

HQ city

Costa Mesa

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Infrastructure

Revenue model

1. Manufacturer Representative Commissions: Pro Reps West earns commissions from equipment manufacturers for representing their brands and facilitating sales through authorized dealer and distributor networks in Northern and Southern California and Nevada territories.
2. Commercial Equipment Service (Vitamix Authorized Repair): Authorized Vitamix commercial blender repair services including warranty repairs, out-of-warranty repairs, and factory-trained technician services. Revenue generated from service fees for repair labor and parts, serving commercial end users (restaurants, coffee shops, smoothie bars, hospitals) in the West Coast territory. Service center located in Las Vegas, NV.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Pro Reps West is a commercial foodservice equipment manufacturer's representative firm that holds exclusive territory rights for more than 30 major equipment brands across Northern California, Southern California, and Nevada. The company sells and supports these manufacturers' product lines through a network of authorized foodservice dealers and distributors, hosts hands-on equipment demonstrations at its in-house test kitchen called "The Wedge," and operates an authorized Vitamix commercial blender repair service center.

Product overview

Pro Reps West is a commercial foodservice equipment manufacturer's representative company operating as an Employee Owned Company (ESOP) across Northern and Southern California and Nevada. The company offers a comprehensive portfolio of commercial kitchen equipment from 33+ manufacturer partners, covering cooking equipment (combi ovens, high-speed ovens, pizza ovens, fryers, grills), refrigeration (reach-ins, walk-ins, undercounters), warewashing, food prep, holding and storage, ice machines, water filtration, and bar equipment. The portfolio includes branded lines such as Convotherm, Merrychef, Amana, Vitamix, Delfield, Garland, Lincoln, Frymaster, Scotsman, and many others. Pro Reps West also operates The Wedge, a state-of-the-art test kitchen facility for hands-on demonstrations and training, and provides authorized commercial equipment repair services for Vitamix products through its Las Vegas service center.

Differentiator

Problem solved

Functional benefit

Brands

• Pro Reps Express: Distribution arm that sells top-quality foodservice equipment and supplies through authorized foodservice dealers and distributors.

Quantifiable outcome

• Pro Reps West is Vitamix's authorized commercial service provider for the entire West Coast, enabling same-day/next-day turnaround with 1-2 day shipping for parts

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

40 partnerships are on record, tiered core and standard.

• VitamixcoreChannel Partner/ Reseller/ DistributorPro Reps West is Vitamix's authorized commercial service provider for the entire West Coast, providing authorized repair, warranty repair, and factory-trained technician services for commercial Vitamix blenders. The partnership includes exclusive service territory coverage for commercial units in restaurants, coffee shops, smoothie bars, hospitals, and other commercial foodservice operations.
• VitamixcoreStrategic or Co-development PartnerPro Reps West is Vitamix's West Coast Service Solution for commercial blender repair. Additionally, Pro Reps West distributes Vitamix commercial blending equipment through its dealer network across California and Nevada territories. The partnership includes menu development consulting and equipment best practices support.
• ACP / Amana CommercialcoreChannel Partner/ Reseller/ DistributorPro Reps Express distributes Amana Commercial and Menumaster microwaves and high-speed combination ovens through authorized dealer and distributor network.
• Prince CastlestandardChannel Partner/ Reseller/ DistributorDistributed through Pro Reps Express dealer network. Products include toasters, timers, holding bins, slicers, cutters, and dispensers.
• Silver KingstandardChannel Partner/ Reseller/ DistributorDistributed through Pro Reps Express dealer network. Products include milk dispensers, display cases, refrigerators, and freezers.
• Southern PridestandardChannel Partner/ Reseller/ DistributorDistributed through Pro Reps Express dealer network. Products include gas-fired wood-burning ovens, smokers, barbecue pits, and parts.
• Everpure (Pentair)standardChannel Partner/ Reseller/ DistributorDistributed through Pro Reps Express dealer network. Products include the full line of Everpure water filtration systems and cartridges.
• ConvothermcoreChannel Partner/ Reseller/ DistributorPro Reps West represents Convotherm premium combi ovens across California and Nevada territories. Convotherm's Maxx Pro series is specifically recommended for school nutrition, chain restaurants, and professional chefs. Joint marketing and demo events held at The Wedge.
• MerrychefcoreChannel Partner/ Reseller/ DistributorPro Reps West represents Merrychef high-speed ovens (eikon e2s, e3, e4 series) using a combination of microwave, impingement, and convection technologies. Recommended for chain restaurants, convenience stores, bakeries, and fast-casual restaurants.
• Cleveland RangestandardChannel Partner/ Reseller/ DistributorPro Reps West represents Cleveland Range mixer kettles, cook tanks, TurboJet steamers, and food pumps for commercial kitchens. Products emphasized for school nutrition and high-volume kitchen operations.
• DelfieldcoreChannel Partner/ Reseller/ DistributorPro Reps West represents Delfield commercial refrigeration and fabrication products across California and Nevada. Delfield products (reach-in refrigerators, custom counters, worktables, fabrication) are recommended for school cafeterias and large-scale commercial foodservice operations.
• FrymasterstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Frymaster commercial fryers, emphasizing energy efficiency, oil conservation, precision frying, and ease of maintenance for chain restaurants and commercial kitchens.
• GarlandstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Garland commercial cooking equipment including ranges, ovens, grills, fryers, and induction units with Green Heat technology for energy savings. Recommended for chain restaurants and QSR operations.
• LincolncoreChannel Partner/ Reseller/ DistributorPro Reps West represents Lincoln conveyor ovens, impinger ovens, griddles, and holding cabinets. Lincoln equipment is specifically recommended for chain restaurants (pizza, sandwiches) and school nutrition programs. Joint tradeshow presence at NRA Show.
• Marra FornistandardChannel Partner/ Reseller/ DistributorPro Reps West represents Marra Forni handcrafted brick pizza ovens (static and revolving deck ovens) for the foodservice industry. Joint tradeshow presence at NRA Show.
• ScotsmancoreChannel Partner/ Reseller/ DistributorPro Reps West represents Scotsman ice machines and ice bins across California and Nevada. Scotsman's nugget ice machines with Prodigy Plus technology are highlighted for energy and water efficiency (40% less water, 15% less energy). Joint tradeshow presence at NRA Show.
• EdlundstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Edlund kitchen prep equipment including award-winning scales (14-time best-in-class winner), can openers, high-volume can opening equipment, and prep tools for school nutrition and commercial kitchen operations.
• Silver KingstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Silver King commercial refrigeration including display cases, merchandisers, fountainettes, prep tables, milk dispensers, salad prep systems, and freezers. Products emphasized for restaurant, hospitality, and institutional industries.
• Everpure (Pentair)standardChannel Partner/ Reseller/ DistributorPro Reps West represents Everpure by Pentair water treatment solutions for commercial foodservice. Products filter water for coffee, drinking water, fountain beverages, tea, ice, steam, warewashing, and espresso applications.
• MetrocoreChannel Partner/ Reseller/ DistributorPro Reps West represents Metro food storage, transport, hot holding, and shelving solutions. Metro hot holding cabinets and plastic shelving (up to 1,000 lb capacity) are recommended for school nutrition, delivery operations, and commercial kitchens.
• New Age IndustrialstandardChannel Partner/ Reseller/ DistributorPro Reps West represents New Age Industrial racks, carts, shelving, and enclosed transport cabinets. Products include Share Carts for school food waste reduction. Recommended for chain restaurants and K-12 schools.
• Champion IndustriescoreChannel Partner/ Reseller/ DistributorPro Reps West represents Champion warewashing equipment (undercounter, door-type, rack conveyors, flight machines, pot/pan washers). Over 130 years of dishwashing expertise. Joint tradeshow presence at NRA Show.
• CMA DishmachinestandardChannel Partner/ Reseller/ DistributorPro Reps West represents CMA commercial dishwashing equipment including high-temperature and low-temperature chemical sanitizing dishwashers, glasswashers, and warewashing equipment. Joint tradeshow presence at NRA Show.
• Welbilt (Delfield, Frymaster, Garland, Lincoln, Merrychef, Convotherm)coreChannel Partner/ Reseller/ DistributorMultiple Welbilt brands represented under one parent company umbrella, all covered by Pro Reps West. Joint tradeshow presence at NRA Show. Brands include Delfield (refrigeration), Frymaster (fryers), Garland (ranges/ovens/grills), Lincoln (conveyor ovens), Merrychef (high-speed ovens), Convotherm (combi ovens).
• SalvajorstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Salvajor food waste disposers and collector systems across Southern California and Southern Nevada. Salvajor collector systems separate soluble waste for sewer disposal while retaining fibrous waste in a scrap basket, saving water (30-70 GPM recirculation).
• Victory RefrigerationstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Victory Refrigeration American-made commercial refrigeration equipment including reach-ins, undercounters, prep tables, specialty refrigeration, and UltraSpec Series for demanding commercial kitchen environments.
• Coldzone (Heatcraft)standardChannel Partner/ Reseller/ DistributorPro Reps West represents Coldzone commercial refrigeration equipment including walk-in and reach-in unit coolers, single and multi-circuit compressor units (½ to 40 HP, up to 18 compressors), chillers, fluid coolers, and defrost controls for the foodservice industry.
• Beverage-AirstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Beverage-Air American-made commercial refrigeration solutions including reach-ins, undercounters, prep tables, merchandisers, bar equipment, and milk coolers for schools and cafeterias.
• KrownestandardChannel Partner/ Reseller/ DistributorPro Reps West represents Krowne commercial bar and foodservice solutions including bar and beverage equipment, plumbing fixtures, refrigeration, draft systems, ventilation, and underbar solutions. Includes the Diamond Series premium commercial faucets.
• KOLD-DRAFTstandardChannel Partner/ Reseller/ DistributorPro Reps West represents KOLD-DRAFT ice machines producing pure, square, harder and slower-melting ice cubes (50-1000 lbs capacity). Products include air-cooled and water-cooled models, majority made in the USA with competitive warranties.
• John BoosstandardChannel Partner/ Reseller/ DistributorPro Reps West represents John Boos commercial kitchen work surfaces, furnishings, and stainless equipment. Products feature heavy-gauge stainless steel, customizable sizes, materials, configurations, and finishes for commercial kitchen and hospitality environments.
• Imperial BrownstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Imperial Brown walk-in coolers and freezers, including custom-built combo units for restaurants, schools, breweries, hospitals, hotels, food production, casinos, stadiums, and commissaries. Made in the USA.
• Prince CastlestandardChannel Partner/ Reseller/ DistributorPro Reps West represents Prince Castle food prep equipment with over 60 years of experience. Products include slicers, cutters, frying equipment, dispensers, toasters, holding bins, broilers, contact grills, and grill tools. Known for holding, steaming, toasting, and smallwares technology with several patented proprietary technologies.
• PMGstandardChannel Partner/ Reseller/ DistributorPro Reps West represents PMG food shields and sneeze guards for foodservice settings including corporate cafeterias, hospitals, universities, and K-12 schools. Features Lift & Clean technology for easy sanitation and food safety compliance.
• XpressChefstandardChannel Partner/ Reseller/ DistributorPro Reps West represents XpressChef accelerated cooking products combining multiple cooking technologies for power, speed, performance, and efficiency. Speed ovens featuring simplified controls for toast, bake, grill, heat, regenerate, and roast operations.
• Server ProductsstandardChannel Partner/ Reseller/ DistributorPro Reps West represents Server Products condiment dispensers, topping stations, food warmers, pumps, soup warmers, dry food dispensers, touchless dispensers, and pan warmers. Server Essentials line designed for front and back-of-house efficiency.
• Bi-LinestandardChannel Partner/ Reseller/ DistributorPro Reps West represents Bi-Line conveyor systems for automated soiled ware transportation in foodservice operations. Products include soiled tray conveyors, tray make-up conveyors, accumulators, belt conveyors, and EZ Rack systems.
• Amana Commercial (ACP)coreChannel Partner/ Reseller/ DistributorPro Reps West represents Amana Commercial microwave ovens and high-speed combination ovens (boost, steam, and regeneration). Known for energy efficiency (up to 80% less energy than conventional ovens), reliability, and food quality. Joint tradeshow presence at NRA Show.
• 3M Foodservice Water FiltrationstandardChannel Partner/ Reseller/ DistributorPro Reps West represents 3M commercial water filtration solutions including ScaleGard systems for scale reduction and equipment protection in high-demand commercial foodservice applications for beverage, ice, steam, and specialty equipment.
• Southern PridestandardChannel Partner/ Reseller/ DistributorPro Reps West represents Southern Pride gas-fired wood-burning smokers and BBQ pits, handcrafted since 1976. Eight industrial models in Electric, Gas, and Mobile categories. Made in the USA. Products emphasized for restaurants and commercial BBQ operations.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• TriMark Corporation: One of the largest independent foodservice equipment and supplies distributors in North America, combining distribution with manufacturer representation across multiple regions. Directly comparable to Pro Reps West in its role as an intermediary between foodservice OEMs and end operators, though significantly larger and multi-region.
• Edward Don & Company: Major family-owned foodservice equipment and supplies distributor serving operators, dealers, and consultants across the U.S. Comparable to Pro Reps West as a multi-line foodservice equipment channel partner, with similar manufacturer-representation economics and a long-tenured customer base.
• The Boelter Companies: Regional foodservice equipment and supplies distributor and representative serving restaurants, hospitality, and institutional operators. Comparable in scale, family/employee-owned structure, and multi-brand OEM line card strategy to Pro Reps West.
• Wasserstrom Company: Family-owned foodservice equipment and supplies distributor with a long history serving chain restaurants and institutional operators. Similar to Pro Reps West in legacy channel-partner model, multi-OEM line card, and operator-focused sales motion.
• Clark Associates / The Restaurant Store: Privately held foodservice equipment and supplies distributor with both traditional dealer/wholesale operations and retail stores. Comparable to Pro Reps West in multi-OEM representation, multi-channel foodservice reach, and family-owned, founder-led governance.

Broad incumbents

• Middleby Corporation: One of the largest global commercial foodservice equipment manufacturers, owning brands like Blodgett, TurboChef, Pitco, and Lynx. Comparable as a counterparty and competitor for rep-firm relationships; Pro Reps West's growth is partly a function of how Middleby's brands compete with the Welbilt family it represents.
• Ali Group: Global foodservice equipment manufacturer and parent company that acquired Welbilt in 2024, consolidating Convotherm, Merrychef, Delfield, Frymaster, Garland, Lincoln, and Manitowoc under one umbrella. Directly relevant to Pro Reps West because Ali Group/Welbilt brands are the firm's largest single concentration.
• Hoshizaki America: Major manufacturer of commercial ice machines, refrigeration, and beverage equipment that competes with several Pro Reps West lines (Scotsman, Kold-Draft). Comparable as a large incumbent that Pro Reps West may or may not represent, shaping its competitive positioning in refrigeration and ice.

Emerging players

• Webstaurant Store: Largest online foodservice equipment and supplies retailer, with a catalog that includes many of the same OEMs that Pro Reps West represents. Comparable as a non-traditional channel for the same end customers, and a structural threat to traditional rep-firm economics on smaller-ticket and replacement sales.
• Tundra (TundraFMP): B2B foodservice equipment and supplies marketplace that connects operators directly with manufacturers. Comparable as an emerging channel that disintermediates traditional rep firms like Pro Reps West, particularly for non-capital-intensive or replacement equipment sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/prorepswest
• Facebookfacebook.com/prorepswestofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pro Reps West