Steve Lesnard Named CEO of Yerba Madre

Lesnard replaces Ben Mand, who oversaw the company’s transition from the Guayakí brand to Yerba Madre. Mand’s tenure focused on building the logistical framework necessary for large-scale distribution, including a pivot away from self-distribution toward regional partnerships and an overhaul of co-manufacturing relationships. He will remain with the company in an advisory capacity to the Board of Directors.

With two decades of experience at companies including Nike, The North Face, Sephora, and Godiva, Lesnard is tasked with scaling the brand while maintaining its regenerative agricultural mission. Chairman Emily White noted that the board prioritized a leader who understands the company's existing business model and its commitment to the South American Atlantic Forest. Alongside the leadership change, the company added beverage industry veteran Scott Miller, co-founder and CEO of YESLY Water, to its Board of Directors.

Following its rebranding, Yerba Madre maintains a footprint in over 45,000 retail locations across the U.S. and Canada. The firm continues to source its yerba mate through direct partnerships with 257 Indigenous and farmer families in Argentina, Brazil, and Paraguay, operating under the Regenerative Organic Certified (ROC) Gold status.