#United States #Oakland #Yerba Mate #Yerba Madre #Steve Lesnard

Yerba Madre Welcomes New CEO Steve Lesnard

Yerba Madre, a frontrunner in the yerba mate market in the United States, marks a significant transition with the appointment of Steve Lesnard as its new Chief Executive Officer. Starting on July 20, 2026, Lesnard, who has previously been serving on the Board of Directors, takes over from Ben Mand, who steered the company through a pivotal period of transformation.

A Leadership Hand-off

Ben Mand played a crucial role in establishing a solid operational structure for Yerba Madre during a vital phase of growth. Under his leadership, the company focused on upgrading its supply chain dynamics, reshaping distribution strategies, and reinforcing commitments to social impact. His efforts were essential in transitioning the brand from Guayakí to Yerba Madre, which necessitated significant adjustments in both operational and branding approaches.

As Mand steps back into an advisory role for the Board, he leaves behind a company poised to expand its reach while maintaining its core mission of sustainability and community support.

Steve Lesnard’s Vision

Steve Lesnard’s appointment is seen as a strategic move for the company. With his extensive background in brand development and marketing across more than twenty years, Lesnard is known for his ability to scale brands without compromising their authenticity. "Yerba Madre is a very special brand," he stated, emphasizing its unique position of offering a quality product that simultaneously supports eco-restorative initiatives.

Lesnard's previous leadership roles at top brands like Nike and The North Face provide him with insights essential for accelerating Yerba Madre's brand awareness and expanding its product distribution. His experience in nurturing consumer relationships will be indispensable as the brand seeks to appeal to a broader audience interested in health-oriented functional products.

Commitment to Sustainability

Yerba Madre’s commitment to sustainability is a highly regarded aspect of its business model. The company’s products are sourced from organic, regeneratively grown yerba mate, supporting both environmental restoration and fair trade for local communities in South America. Each purchase not only contributes to individual health but also invests in the protection of the South American Atlantic Forest.

The brand’s transformation over the decades has established it as a pioneer in responsible business practices, being the first to achieve Regenerative Organic Certification (ROC) in South America. This reflects its dedication to ethical sourcing and regenerative agricultural practices, crucial for maintaining a sustainable future.

The Road Ahead

As Yerba Madre enters a new chapter under Lesnard's guidance, there is a clear intention to cultivate its narrative around the ritual and culture of yerba mate. The company aims to enhance consumer engagement and broaden its market presence. With strong operational foundations in place, it is ideally positioned to accelerate growth in distribution and brand recognition.

Adding to the leadership team, Scott Miller has joined the Board as a new member. His robust experience in the beverage industry, gained through various esteemed organizations, enhances the strategic direction of Yerba Madre, supporting its evolution.

Moving forward, Yerba Madre is set to embark on an ambitious journey to share the beauty and benefits of yerba mate, ensuring that its mission resonates worldwide. As interest in healthier beverage options continues to grow, the company is ready to introduce its authentic products to a new wave of consumers.

With these leadership changes and a steadfast commitment to sustainable practice, Yerba Madre is poised to thrive in the increasingly competitive beverage landscape. The brand's consistent dedication to its core values will remain its guiding force as it ventures into the future.