PRW Celebrates Relaunch, Values, and Mission

Change often leads to growth, and the last few years have shown everyone working in commercial foodservice just how important it is to continue to evolve. Not just through innovation and new technology but, more importantly, through how we come together to achieve shared goals and continue to enjoy great food and beverage -- together.

What Makes Our Team Unique?

Pro Reps West’s leaders know that beneath every tall or venti company win stands a team of experts who grind at full steam 24 hours a day, seven days a week. In addition, PRW employees own the company (fact!) and work passionately on foodservice innovations. And when we all take ownership, the result for our customers is even better. Twenty-eight years of industry knowledge help us confidently solve challenges for our clients.

PRW helps our manufacturers connect with each other, as well as our commercial foodservice operators, restaurants, school nutrition directors, and food and beverage consultants in innovative ways. PRW teams have the industry’s blood running through our veins. Our people foster continued advancement and overall success as part of our core values, as well as a true love for food, beverage, and hospitality. Our Mission at Pro Reps West formed itself in a way. It began with actions that still create positive results today. In the words of PRW leadership, “Pro Reps West is a company defined by its integrity, its ability to provide superior service, and an unmatched professionalism within the foodservice industry.”

Core Values Shine in the Culinary Education Center

A dedication to professionalism and building successful relationships are two core values in the hearts of PRW's food-loving staff, and they contributed to the redesign and refurbishment of our test kitchen. Demonstrating PRW's core values with thoroughness and confidence is why we have deeply connected relationships with our colleagues in the food and beverage, hospitality, healthcare, K-12, and events and entertainment industries.

The Wedge is a state-of-the-art test kitchen set with multiple stations, a wide range of manufacturers’ products, and commercial kitchen equipment for hands-on education. Everyone is welcome to join us in the Culinary Center as an active participant! Nourish the mind and hungry stomach with interactive education and cooking for restaurants and chains, K-12 meal programs, corporate foodservice, on-campus college dining, and more. 

Try some of the most innovative commercial kitchen equipment, play with smallwares, and test your newest recipes with PRW’s three chefs. Introducing Chef Mike Corlett, with 20 years of experience, Chef Juno  Ignacio, a retired U.S. Air Force chef, and the one and only Chef Lea Miller, who fired things up with Wolfgang Puck.

What’s Changed in PRW Leadership?

Pro West Reps’ executive team is a culmination of four great industry minds who inspire genuine trust and foster meaningful relationships with employees and customers.

Who are the Managing Partners running the helm with complete grace under pressure?

• Northern California: Richard Buck and Malcolm Cerri
• Southern California: Dave Rall and Deron Rall

Richard, Malcolm, Dave, and Deron help PRW team members. The Managing Partners empower each and every employee to use their expansive industry knowledge to help our customers find the right solutions to the right problems.

In addition, Pro Reps West is employee-owned, managed, and operated! 

Our company’s financials are an open book. Decision-making lies in the hands and minds of the employees. Implementing a forward-thinking business practice like this helps our teams make informed decisions, resulting in closing higher-value deals faster for manufacturers, customers, consultants, and end users.  

Come, break bread, and enjoy new cooking experiences at The Wedge.

From industry events to one-on-one demonstrations, you’re officially invited to our brand-new education center, where you can test out our manufacturers' equipment and cook your recipes with our five-star Chefs. 

Stay tuned for future events in our test kitchen, and schedule a one-on-one demo at a time that is convenient for you.