Shaping the Future of Plant-Based Nutrition
Interview with Matthias Pfestorf, Managing Director
In a world where food is often overprocessed, overpromised and underexplained, consumers are searching for something real. Clean-label nutrition, plant-based alternatives and value-driven brands have become more than trends – they are the new standard. Few companies embody this shift as genuinely as Fauser Vitaquellwerk KG. With deep family roots, a pioneering legacy and a firm commitment to natural, functional food, the Hamburg-based business has been leading the way for decades. Now, under the direction of Managing Director Matthias Pfestorf, Vitaquell is entering a new era – combining digital transformation, portfolio renewal and people-focused leadership.
European Business: Mr. Pfestorf, Fauser Vitaquell is a company with deep roots. How has it evolved over the years?
Matthias Pfestorf: Our story goes back to 1819, when my ancestors started oil milling. In 1922, my great-grandfather Hermann Fauser founded the company with a bold idea: creating margarine from 100% plant-based ingredients – long before ‘vegan” was a term. That mindset shaped our history. We launched Germany’s first cold-pressed margarine with wheat germ oil in the 1950s, and were early pioneers in omega-3 margarine with algae oil. Today, we offer a broad range of functional plant-based foods.
European Business: What is the company’s stucture and internal culture?
Matthias Pfestorf: We produce exclusively in Hamburg and have remote staff across Germany. I strongly believe in a transparent, people-first culture. We’ve introduced monthly team lunches, regular check-ins and our weekly ‘Weekly Dope’ meeting to keep communication open. To me, leadership means being approachable. I’ve implemented an open-door policy and performance walks. Even in a digital world, real connection matters – that’s how we build trust and loyalty.
European Business: You took an unusual path into the family business. What brought you back?
Matthias Pfestorf: I studied finance, worked in consulting and in a startup before joining Vitaquell. My return wasn’t planned – it was a conscious decision. Consulting showed me many best (and worst) practices. I wanted to apply what I’d learned in a place with purpose. Family businesses offer something unique: legacy, values and long-term thinking. But change isn’t always easy – especially when shifting mindsets and modernizing operations. It takes patience and a clear vision.
European Business: What were your first priorities when you took over?
Matthias Pfestorf: Streamlining and refreshing the portfolio. We phased out some legacy products and introduced new ones – like our vegan ‘VObazza’ cheese spread and the ‘But Better’ butter alternative, which we developed for taste, texture and clean ingredients. Everything we do is additive-free, plant-based and developed from raw materials – not industrial compounds. That’s our USP: honest products with real nutritional value. We also expanded into vegan ready meals.
European Business: What’s next for Vitaquell in terms of innovation?
Matthias Pfestorf: We’re launching four new functional oils and expanding our spread range with products offering added health benefits. There’s a lot of noise in the wellness space – we focus on real value, not marketing claims. Our goal is to support a healthier diet with transparent, high-quality ingredients. Also, we’re fully committed to clean-label standards and long-term supplier relationships. Consumers deserve to know what’s in their food – and where it comes from.
European Business: What role do digitalization and sustainability play in your strategy?
Matthias Pfestorf: A big one. We’re moving toward a paperless company and investing in digital workflows across departments. Without digital readiness, we risk falling behind internationally. Germany needs to stay competitive – and mid-sized companies like ours can lead by example. I also believe businesses should take more responsibility for social systems. That’s why we actively support employee pensions and encourage long-term planning. Sustainability is not just about energy – it’s about how we build resilience.
European Business: How do you define your leadership philosophy – and what drives your team?
Matthias Pfestorf: We treat people like family – that’s not just a phrase. If someone faces personal challenges, we find solutions. Our culture is based on openness, respect and responsibility. I expect people to take ownership – and I empower them to do so. Responsibility is something we need to re-learn in society. Especially younger generations want freedom but shy away from consequences. I see my role as setting a clear standard: make conscious decisions and stand by them.
European Business: What is your vision for Vitaquell and your message to policymakers?
Matthias Pfestorf: We’re active in 34 countries, but Germany and France are our key markets. I want to see Vitaquell on every European breakfast table – not through aggressive growth, but through quality and trust. Politically, I’d like to see more real support for SMEs. We keep hearing about reducing bureaucracy, but we experience the opposite. Regulations meant for large corporations are weighing down small and mid-sized companies. What we need is not just financial support – but freedom to act.