#USA #Gilbert #SweetLeaf #Wisdom Natural #Aaron Henderson

Wisdom Natural Brands Appoints Aaron Henderson as New CEO

With the announcement made on September 8, 2025, Wisdom Natural Brands, the parent company of the SweetLeaf® brand, has officially appointed Aaron Henderson as its new Chief Executive Officer. This decision marks a significant leadership transition that will play a crucial role in the company's strategic rebranding and expansion efforts.

Henderson is not a newcomer to Wisdom Natural Brands; he has been a pivotal consultant for over 20 years, establishing a robust connection with the company's SweetLeaf stevia products. His extensive experience in the industry began nearly 25 years ago when he took up the role of Director of Marketing at Wisdom. This was shortly after James A. May Sr. introduced stevia to the American market, and ever since, he has been involved in various consulting roles through The Touch Agency, where he served as CEO for the past five years.

Aaron became a board member of Wisdom Natural Brands in 2024 and has been directly involved with the company's transformative strategic initiatives since then. As CEO, his objectives include launching a comprehensive brand update, expanding the product portfolio, optimizing distribution channels, and promoting leadership transitions that will elevate the SweetLeaf brand's visibility, particularly to a new generation of health-conscious consumers seeking natural alternatives to sugar.

In his own words, Henderson expressed his commitment to the mission of the company, stating, “Wisdom both pioneered and popularized the use of stevia in the U.S. In doing so, the company fundamentally altered the sweetener market by offering consumers who wish to reduce their sugar intake healthier options than artificial sweeteners such as aspartame and sucralose.” Reflecting on his journey from marketing director to CEO, he views this role as a full-circle moment that allows him to infuse new life into the brand with innovative product lines that align with their mission of promoting better health.

Michael May, a member of the founding family and the longstanding Chairman of the Board, spoke highly of Henderson's ability to lead, particularly during a time when there is a growing interest in healthier eating choices. “Aaron's deep understanding of our business and his agency experience with numerous other natural food brands means he is exceptionally well-equipped to drive us through this next growth phase,” said May.

Wisdom Natural Brands, based in Gilbert, Arizona, has established itself as a leader in the natural sweetener industry through its SweetLeaf brand, which has been winning accolades for taste and innovation for over four decades. The brand's range includes stevia and monk fruit products, distinguished by their low or zero sugar content, absence of artificial additives, and certification as non-GMO, kosher, and gluten-free. With products available in powder, granular, and liquid forms, SweetLeaf is committed to making healthier sweet alternatives accessible to everyone.

As Aaron Henderson steps into the CEO position, there is high anticipation for the changes he will implement that aim to modernize the SweetLeaf brand and help it meet the evolving demands of consumers looking for healthier dietary options.

To explore SweetLeaf’s diverse collection of natural sweeteners or to shop online, visit www.sweetleaf.com, or check available products at selected grocery stores.