Hoshizaki Promoted Simon Frost to Country Director
The veteran industry professional will lead operations across the United Kingdom and Europe for the equipment manufacturer.
Updated on Sept. 28, 2026 in People
Hoshizaki has appointed Simon Frost as the new country director for the United Kingdom and Europe. Frost brings over 30 years of industry experience to this expanded leadership role.
Why it matters
This appointment places a seasoned internal leader at the helm of Hoshizaki's European strategy. Frost is tasked with aligning regional teams to leverage company assets and drive growth across key markets.
Simon Frost brings over 30 years of total foodservice equipment industry experience to the role. He has been with Hoshizaki for nearly a decade, having first joined the company in 2017.
The players
Hoshizaki
Hoshizaki is a global manufacturer specializing in high-quality commercial foodservice equipment such as ice makers and refrigeration units.
Simon Frost
Simon Frost is the newly appointed country director for the UK and Europe who has spent his career in the foodservice equipment industry.
The details
In his new capacity, Simon Frost will work closely with country teams across Europe to refine company strategy and optimize asset utilization. He previously oversaw the recovery of the UK operation to growth in 2021 during his tenure as branch manager.
Timeline
Simon Frost joined Hoshizaki as National Sales Manager in 2017.
He was promoted to Branch Manager in October 2018.
UK operations successfully recovered to growth in 2021.
Simon Frost was appointed as country director in September 2026.
Market Landscape
This leadership shift reflects a broader trend of companies prioritizing internal talent who have successfully navigated regional turnarounds. By promoting Frost, Hoshizaki is leaning into organizational continuity to compete within the complex European foodservice equipment sector.
Customers in the UK and Europe should expect a continuation of the operational strategies that supported the company's 2021 recovery. The transition indicates a focus on maintaining service standards and product availability throughout the region.
The takeaway
Appointing long-tenured employees to regional director roles often signals a desire to maintain consistency rather than pursue radical operational shifts. Businesses looking to stabilize international footprints benefit from leaders who have proven their efficacy through historical regional growth.
Further reading
For more on shifts in the industry, visit the People section.
