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Ben Mand, who oversaw Guayaki’s risky rebranding to Yerba Madre while building out its new DSD network, is exiting the yerba mate leader after barely 2 years at helm, succeeded by longtime board member Steve Lesnard. Also joining board is Scott Miller, the Snapple and Tampico vet who led Essentia Water to its Nestle exit and in recent yrs has teamed with Essentia founder Ken Uptain to develop functional water called Yesly. Tho no specific reason was given for change, the switch seems to swap out an ops-oriented leader in favor of one with long experience in aspirational marketing via stops at Nike, North Face, Sephora and Godiva. Announcement last night suggested that time was right for different set of skills after Mand’s efforts to strengthen operational footing of Bay Area-based co. “With a stronger operating base and increasing consumer demand for better 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,” it indicated. Mand, who’d arrived from Harmless Harvest coconut water brand, was credited with having “strengthened the operational framework needed to support long-term growth” via restructured supply chain and move from self-distribution to “regional distribution partnerships,” including healthy dosage of DSD. Mand had forged career at General Mills, then moved to more entrepreneurial space via stops at Plum Organics and Harmless Harvest, arriving at Guayaki in Mar 2024. He’ll continue to support Yerba Madre as board advisor for unspecified period. We presume he’s relinquishing board seat to Lesnard.“Yerba Madre is a very special brand,” per statement from Lesnard. “For over three decades, it has proven that a brand can deliver a superior product—made with purposefully sourced ingredients, including yerba mate harvested in harmony with nature – while simultaneously restoring ecosystems and supporting communities. That is an extraordinary foundation to build from.” He doesn’t seem to bring any specific bev experience to new role beyond his presence on Guayaki board but co has been strengthening its day-to-day leadership, including via recruitment of Super Coffee cofounder and former CEO Jim DeCicco as svp revenue growth (BBI, May 6). Miller now brings reservoir of extensive bev knowledge to board, too. As for Lesnard, “we didn't have to look far,” said board chair Emily White. “Steve has sat with us in the boardroom, he knows this business and he believes in why we exist.” Other bevcos have similarly tapped expertise that resided right on their boards, as when Boston Beer tapped Pepsi and Peet’s Coffee vet Dave Burwick to serve as CEO a few years back. (He’s since moved back to NAs to running Spindrift.)As CEO, Mand worked to continue unwinding one controversial earlier move while undertaking another. Recall that years back, Guayaki had exited DSD system, initially in favor of a system that would equip reformed felons with e-cars and turn them loose to service their markets. That didn’t pan out, and Mand continued move by co to return to heavy DSD orientation, moving to beer wholesalers who were grateful to pick up an established NA brand at time their alc trends are challenging (BBI, Jan 13 2025). Mand also orchestrated abandonment of Guayaki brand developed over nearly 3 decades in favor of Yerba Madre, in part because sourcing base has diversified far beyond single Guayaki tribe in Amazon rainforest and in part because consumers struggled to pronounce word. It may take a while for verdict to come in on whether that risky move was warranted, tho Mand seems to have managed transition adeptly. As one contact close to co put it, transition “was successful because it wasn’t a failure. Not because it made a positive impact.” At least so far, before Lesnard goes to work developing new brand. As board member, of course, he presumably would have signed off on rebrand.

Changing of the Guard at Yerba Madre as CEO Mand Departs, Succeeded by Nike & North Face Vet Lesnard; Ex-Essentia Chief Miller Joins Board

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