New Originals Company

Olaf Riedel Appointed Sales Director Central Region at The New Originals Company

Vienna/Wiesbaum, August 26, 2026 – The New Originals Company has appointed Olaf Riedel as Sales Director Central Region. In his new role, he will be responsible for driving commercial development and expanding strategic customer relationships across the Central Region.

Riedel has already been part of The New Originals Company as Key Account Manager and is now taking on expanded leadership responsibilities. With more than 30 years of experience in the German food retail and FMCG industry, he brings extensive expertise in sales, customer development, and category management.

As one of the early drivers of the plant-based category in Germany, Riedel played a key role in the development of private label concepts and contributed to several successful product and brand launches in the German retail market. One of the defining chapters of his career was his nearly 18-year tenure at Tofutown, where he made a significant contribution to the development of both branded and private label businesses in the plant-based food category.

“The plant-based category has developed dynamically over recent years and continues to offer significant growth potential. I am excited to take on this new role and work closely with our customers and teams to actively shape the next phase of growth for The New Originals Company.”

Olaf Riedel, Sales Director Central Region, New Originals Company.

“Olaf combines deep market knowledge, long-standing customer expertise, and an entrepreneurial mindset. With his experience and strong network, he is ideally positioned to further drive our growth ambitions across the Central Region. We are very much looking forward to continuing our collaboration in his new role.”

Thomas Hensellek, VP Commercial, The New Originals Company 

With this appointment, The New Originals Company reinforces its commitment to strengthening partnerships with retail customers and advancing the development of the plant-based category across Europe.

About Olaf Riedel

  • Sales Director Central Region, The New Originals Company
  • More than 30 years of experience in the German food retail and FMCG sector
  • Pioneer in the field of plant-based private label products in Germany
  • Contributed to successful product and brand launches in the German retail market
  • Nearly 18 years of experience at Tofutown
  • Most recently served as Key Account Manager at The New Originals Company