RATIONAL USA has received the 2026 Gold Award for Extraordinary Service from the Foodservice Equipment Distributors Association (FEDA). The honor was presented Sept. 17 during FEDA’s Gold Awards Breakfast at the association’s Annual Executive Leadership Conference at the Grand Hyatt Deer Valley in Park City, Utah. 
The Extraordinary Service Award recognizes FEDA member organizations whose customer service approach delivers exceptional experiences for their partners, such as operators, suppliers, distributors, and service representatives while contributing to overall business success.
“Accepting the Extraordinary Service Award on behalf of RATIONAL is truly humbling. While I’m standing here today, this recognition belongs to the nearly 200 people across the United States who come to work each day committed to serving others and making a difference,” says Ryan Elsen, Vice President of Street Sales for RATIONAL USA.
“At RATIONAL, service is not just a department or an initiative. It’s part of who we are. Whether it’s one of our chefs helping a customer maximize their equipment investment, a salesperson supporting a dealer partner, or someone in customer care solving a problem, our team is united by a simple goal: creating maximum customer benefit,” Elsen said.
The Gold Awards are presented annually by FEDA and honor members that advance the foodservice equipment industry. FEDA selected 2026 Gold Award recipients through an application process and weighted scoring of performance in workplace practices, customer service, and the development of young professionals.
