Yerba Madre designa a Steve Lesnard como director ejecutivo

Yerba Madre, the U.S. category leader in yerba mate, is pleased to announce the appointment of Steve Lesnard as Chief Executive Officer, effective July 20, 2026. Lesnard, who has served on the company’s Board of Directors, succeeds Ben Mand, who has led the company through a pivotal period of operational transformation. Yerba Madre’s organic and regenerative mate offers a natural source of caffeine, and each can supports the company’s founding purpose: to help restore the South American Atlantic Forest and support the harvesters and communities who steward it. Mand joined Yerba Madre to build the operational foundation the company needed at a critical growth stage. Under Mand’s leadership, Yerba Madre strengthened the operational framework necessary to support long-term growth. During his tenure, he led a review of the company’s supply chain and co-manufacturing relationships, shifted the business from largely self-distribution to regional distribution partnerships, strengthened the company’s social impact commitments, guided the brand transition from Guayakí to Yerba Madre, and helped move the culture toward greater transparency and performance. The Board thanks Ben for his dedication and leadership. His work has laid the foundation for the company and brand to flourish. Mand will continue to support the company as an advisor to the Board, ensuring continuity as the company enters its next chapter. With a stronger operational foundation and growing consumer demand for more functional products, the company is entering a new era focused on accelerating brand awareness, expanding distribution, and introducing more people to the culture and ritual of yerba mate. “We didn’t have to look far,” said Emily White, Chair of the Board. “Steve has sat with us in the boardroom, knows this business, and believes in why we exist. He has spent his career building brands people love, and scaling them while preserving their authenticity. That’s exactly the balance our brand requires.” “Yerba Madre is a very special brand,” said Lesnard. “For more than three decades, it has proven that a brand can deliver a superior product, made with intentionally sourced ingredients, including yerba mate harvested in harmony with nature, while simultaneously restoring ecosystems and supporting communities. That’s an extraordinary foundation to build upon.” Lesnard brings more than two decades of brand-building and business experience. At Nike, he was instrumental in developing the Women’s, Olympic, and Running categories, and helped bring some of the industry’s most significant innovations to market, including Nike+, LunarGlide, Nike React, and Vaporfly. He then served as Chief Marketing Officer and Head of Product Creation at The North Face, Chief Brand Officer at Sephora, and President at Godiva. His deep consumer understanding, coupled with his track record in building mission-driven brands, positions him well to lead Yerba Madre into this next chapter. Yerba Madre also welcomes a new member to its Board of Directors, further strengthening the expertise guiding the company forward. Scott Miller is co-founder and CEO of YESLY Water and brings extensive beverage and distribution experience from his time at Essentia, Keurig Dr Pepper, Tampico, and other leading brands.