Menomonee Falls-based Alto-Shaam moves next generation up ladder

moves next generation up the ladder
You may not recognize the name, but if you ever eat out, carry out, or drive through, chances are your food has been prepared in one of Alto-Shaam’s products. For more than 33 years, Alto-Shaam has been manufacturing cook-and-hold ovens, combination-ovens, smokers, deli display cases/trays, and quick-chillers to the world’s restaurants, institutions and supermarkets. So the food you’re served, picked-up or carried-out has mostly likely been cooked, warmed, held, smoked or rotisseried in an Alto-Shaam product.
Recently, Jerry Maahs, chairman and CEO, has announced two new corporate appointments. Karen Maahs-Hansen, has taken on the responsibility of president and chief operating officer (COO). Hansen will be heavily involved in the operation of Alto-Shaam at the corporate level. Steve Maahs, has been named executive vice president. He will be directly responsible for the day-to-day operations of Alto-Shaam and will work closely with Hansen in all facets of Alto-Shaams operations. However, Jerry Maahs states that he will continue “his role in all major decisions for future company expansion and growth. It is our intention to remain independent and continue to build on our success.”
Based in Menomonee Falls, Alto-Shaam reports $60 million in annual sales. Its headquarters, at W164 N9221 Water St., are just off Highway 45.
The firm’s history dates back to 1968 when, after 13 years in the restaurant business, Jerry Maahs started manufacturing equipment for the food-service industry. When Maahs decided to change direction and become a manufacturer, he devoted the first two years to research. Remembering the early days, Maahs realizes “we (Alto-Shaam) have come a long way from the days of building portable pizza-delivery warmers in a two-car garage.”
He entered the US marketplace with a line of holding equipment aimed at replacing steam tables, and introduced it at the 1970 food-service trade show in Chicago. The domestic food-service market accepted the new patented food-holding concept, prompting the company to expand the line in 1971 by developing a combination cooking and holding oven.
Maahs says the firm’s fast rise in a highly competitive market is attributed to the Halo Heat System. The system is a very basic concept; however, competitors are unable to duplicate it without infringing on Alto-Shaam patents.
In a nutshell, the Halo Heat method is achieved with a thermostatic controlled, low-density thermal cable, wrapped throughout the walls of the cooking or holding cavity. Halo Heat equipment can hold foods for extended periods of time without bacteria growth, without additional cooking, and with minimal dehydration to the product. The equipment also produces no side effects, such as smoke, fumes or combustible gases.
Alto-Shaam is now represented in more than 50 countries, with an office in France and warehouses in London and Rotterdam. All distributors and representatives, both US and foreign, are urged to send their key people to Alto-Shaam’s headquarters for further training, which includes hands-on cooking techniques and service seminars. In addition to in-house test kitchens and training, Alto-Shaam has more than 60 training centers/service centers located throughout the world.
Aug. 3, 2001 Small Business Times, Milwaukee