RATIONAL USA Promotes Sales Leader to Head South Region

RATIONAL USA, a FEDA manufacturer member specializing in combi ovens and cooking systems, has promoted Roy Long to sales director, South region.

Long joined the Illinois-based company in October 2023 as a regional sales manager. Since then, he has built a record of consistent, measurable results and stepped into an expanded leadership role overseeing growth, stakeholder partnerships, and team development, the company said in a news release.

During his tenure as regional sales manager, Long led his territory to the manufacturer’s Club of Champions award in 2024 and was a key contributor as the South region earned Region of the Year honors that same year. In 2025, he led the Texas and Oklahoma market team to become the first in company history to surpass 1,000 street units, setting a new performance benchmark for RATIONAL USA.

In his new role, Long will focus on driving growth, strengthening operator and distributor relationships, and developing talent across the South region. He will report to Ryan Elsen, vice president of street sales.

“Roy has earned this. He understands our customers, he understands the market, and he has the leadership instincts to build a team that performs at the level we need,” Executive Vice President Simon Lohse said.