President, CPMR, ServSafe
Outside Sales, End-User Market and Distributor Sales

Joe became president of AFS (formerly Woolsey Associates) in January 2016. His food service career began in 1985 as an outside sales rep for a national distributor. He joined then Woolsey Associates in 2009, bringing more than 20 years of experience in sales, customer service and problem solving skills to the end-user market. Joe became partner in 2013.

Joe is CPMR certified, is on the Board of Directors for the Wisconsin Restaurant Association - Education Foundation as well as the MAFSI Wisconsin Board of Directors and is ServSafe certified. Joe is married and has eight children. He enjoys baseball, bowling, golf, traveling and family time.

Connie Motelet

Support Specialist

connie@afsreps.com

p: 262-436-0106

Connie joined AFS in 2005 and has worked in the Food service industry her entire career. Coming to AFS Connie had over 20+ years in Long Term Care. In her spare time, she enjoys spending time with family and friends, especially her grandchildren, along with playing cards, yardwork, gambling and watching sports.

Mickie Heier

Support Specialist

mickie@afsreps.com

p: 262-436-0104

Mickie has more than 20 years’ experience as an expeditor and in customer service. She has been a member of the AFS team since 2007. She enjoys watching the Packers and Brewers, playing cards and spending time with her family and friends.

Tina Hohlfeld

Outside Sales Consultant

tina@afsreps.com

m: 262-403-0486

Tina’s 25 years of food service industry experience & knowledge has taken her from leadership roles in contract management in K-12 & Colleges/Universities to self-operations in Senior Living & Long Term Care to Self-Proprietorship of a restaurant of eight years.

Passionate about food and people, her experiences have gifted her with a solution mindset, business acumen and the ability to understand the importance of building lasting professional relationships.

She gets excited about food and technology, and loves to cook.

Tina enjoys spending time in nature up north with her family and friends enjoying boating, kayaking, paddle boarding, birdwatching, fishing, hiking and taking long walks with her chocolate lab.

Brandon Brauer

Outside Sales Consultant

brandon@afsreps.com

m: 262-923-6713

Brandon grew up with parents and grandparents who spent their entire lives in the foodservice industry. For as long as he can remember, he was lending a hand in the family business, whether it was filling vending machines or going on large catering jobs with his father.

After attending the University of Wisconsin – Platteville, Brandon spent almost 15 years in the wholesale business until joining the team at AFS.

In his spare time, he enjoys helping coach his son’s baseball team, spending time up north on the water, and being with family.

Chef Guy Davies

Outside Sales Consultant

guy@afsreps.com

m: 262-899-0857

Guy hails from South Australia, where he grew up near Adelaide, a prominent wine-producing region. In school he studied graphic design, but a culinary apprenticeship in Sydney at a Mediterranean bistro helped Guy discover his true passion.

He moved to Milwaukee in the late 1990s and spent several years in the city’s dining scene in various roles, including Head Chef at Hi Hat Lounge.

He moved back to Australia in the mid-2000s, where he was active in the dining and restaurant scene there.

Upon returning to Milwaukee, Guy joined The Bartolotta Restaurants in 2012 as Executive Sous Chef at Joey Gerard’s in Mequon and Greendale.

In January 2014, Guy moved to The Rumpus Room as Executive Chef.

Since 2016, Guy has been the Executive Chef of Good City Brewing, developing their menus and opening four locations. He has two college-age kids who are studying and working in Melbourne, Australia. He lives in Milwaukee with his librarian wife, and two energetic dogs.

Chef Nate Goesch

Outside Sales Consultant

nate@afsreps.com

m: 262-403-0704

Nate grew up in the hospitality industry and has spent the past 20 years as a chef with a-well rounded portfolio. He believes in respect and communication, and takes pride in watching others become successful.

His hobbies include hiking, boarding, and traveling. When he’s not doing any of those things, you'll find him feeding friends and entertaining or finding other ways to have his hands in the food service industry.

Tom Anderson

Support Specialist

tom@afsreps.com

m: 262-933-1111

Tom joined the AFS team in January 2024. He comes from and diverse background of restaurant and foodservice, contracting and remodeling, wilderness camp operations staff experience. He is a husband of 16 years to Heather, and dad to 5 children.

Tom loves helping and serving people in any way he can. Away from work, Tom serves as an Elder in his local church, enjoys family time, golf, and being outdoors.

Carlos Vargas

Support Specialist

carlos@afsreps.com

p: 262-436-0102

Carlos is an experienced operations’ professional with skills in the areas of inventory control, sales, supply chain, customer service, management, and CRM systems admin.

He enjoys spending time with his family, traveling and exploring his hobbies.

Our Team