Our Journey of Excellence
Our Expertise
With over 150 years of combined food service experience, our team listens to understand your needs, and will draw upon their experience to help you make informed decisions.
Our team brings diverse backgrounds spanning culinary arts, engineering, consulting, and foodservice operations. This multifaceted expertise allows us to see challenges from every angle and provide solutions that truly address the specific requirements of each client we serve.
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Culinary Arts
- Deep understanding of kitchen operations and chef requirements
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Engineering Excellence
- Technical expertise to match equipment to operational needs
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Industry Consulting
- Strategic guidance for long-term success and efficiency
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Operations Experience
- Real-world knowledge from foodservice professionals
Strategic Vision
Four decades of growth, innovation, and unwavering commitment to excellence.
PFS (formerly Preferred Marketing Group) was established in 1984 by Bill Fero and Charlie Watterman, initially serving the Southern California and Southern Nevada markets with a limited product line. Our unwavering commitment to exceptional service quickly earned us partnerships with the industry's most prestigious brands.
Under Jeff Couch's leadership, who acquired PFS in 2001, we achieved significant growth in both sales and market share. In 2018, Brad Hitchcock, a seasoned executive with previous experience as our Business Development Manager for the Las Vegas Market, returned to take the helm as Principal.
Brad's leadership has transformed PFS through:
A comprehensive company restructuring
Establishing a new vision and core values
Implementing a strategic focus on exclusively representing the highest quality foodservice equipment brands
This selective approach to brand partnerships has been instrumental in our increased sales and enhanced reputation in the industry. Brad's extensive knowledge and executive experience with top brands has brought a fresh perspective and an absolute commitment to excellence.
The PFS Difference
What truly sets PFS apart is our position as a value-added representative. While the manufacturers we represent create exceptional equipment, we provide the critical education, demonstration, and personalized guidance they don't offer locally.
Our fully equipped showrooms allow clients to experience equipment performance firsthand under the guidance of our corporate chef. This hands-on approach ensures you can make informed decisions with complete confidence.
- Value-Added Representation
- While manufacturers create exceptional equipment, we provide critical education and guidance they don't offer locally
- Hands-On Demonstrations
- Our fully equipped showrooms allow clients to experience equipment performance firsthand
- Expert Guidance
- Personalized recommendations under the guidance of our corporate chef
- Informed Decisions
- Comprehensive support to ensure you make decisions with complete confidence
Our Core Values
At PFS, we take pride in constantly growing as individuals, as professionals, and as a team. We are committed to ongoing education and development to ensure we remain at the forefront of industry knowledge and trends.
Growth Mindset
Constantly evolving and improving our knowledge and capabilities
Customer First
Your success is our priority in every decision we make
Team Player
Collaboration and support drive our collective success
Positivity
Maintaining an optimistic outlook that inspires solutions
Drive
Relentless pursuit of excellence in everything we do
These values guide every interaction, every recommendation, and every solution we provide. They're not just words on a wall—they're the foundation of who we are and how we serve you.
Our Territory
PFS covers the entire territory of California and Nevada, making us the industry backbone of some of the busiest restaurant capitals of the world.
Major Markets We Serve
Los Angeles
San Francisco
Las Vegas
San Diego
Orange County
Our Promise
When you work with PFS, you're never alone in your commercial kitchen equipment journey. We promise to:
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Listen carefully to understand your unique challenges
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Leverage our extensive experience to guide you to optimal solutions
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Provide hands-on demonstrations that bring equipment capabilities to life
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Offer ongoing support throughout your equipment lifecycle
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Represent only the highest quality manufacturers who share our commitment to excellence
We are Trusted. Proven. Preferred.
Ready to transform your commercial kitchen with confidence?
