Tradition meets transformation. Matthias Krön has spent more than 25 years reshaping Europe’s food culture—grounded in heritage, driven by the future. Born in Salzburg in 1969, his global perspective was shaped through studies in Chinese, philosophy, and history in Vienna and Taipei, and research at the Leo Baeck Institute in New York. He began his career in Austria’s dairy sector in 1995, before helping lead the strategic transformation of a traditional dairy business into Mona Naturprodukte—one of Europe’s first producers of plant-based drinks from soy, oat, and rice. Under his leadership, the company expanded into more than 30 markets and became a category-defining pioneer.

In 2012, Matthias founded Donau Soja, a Vienna-based non-profit advancing Europe’s protein independence through certified, non-GMO soy and legumes—building regional supply chains, supporting farmers, and strengthening sustainable food systems. In 2024, he joined the founding leadership of The New Originals Company, where he now serves as CEO. There, he is reimagining everyday staples like tofu into a new generation of real, soulful foods made from European soy, legumes, and grains—honouring culinary roots while building what comes next. Across every venture, Matthias bridges entrepreneurship and purpose, shaping plant protein foods designed to nourish both people and planet.