Guayakí Yerba Mate is revamping its executive leadership, announcing today the appointment of Harmless Harvest chief executive Ben Mand as its new CEO, with Robyn Rutledge, the company’s interim CEO since November, transitioning to Board Executive Chair.
Since joining California-based Harmless Harvest in 2018, Mand has overseen the company’s expansion from premium coconut water brand to a selling variety of refrigerated, organic coconut-based products like yogurts and smoothies. Prior to that, he served as a senior VP of brand marketing and innovation at Plum Organics.
“With two decades dedicated to scaling and creating value for food and beverage businesses, I am excited to lead Guayakí through its next phase of growth,” said Mand in a statement. “I’m joining a beloved brand with incredible purpose, which is invigorating. As we embark on this next chapter, I’m ready to work closely with the team and Board to build on our brand’s tremendous momentum.”
“Ben’s proven success with leading organic brands resonates deeply with our mission at Guayakí Yerba Mate,” said Rutledge. “A natural food and beverage industry veteran, Mand is known for building global brands and high-performing teams that scale purpose along with profit. At Harmless Harvest, Mand demonstrated his commitment and ability to shepherd and scale industry-defining and high-quality organic coconut products.”
Rutledge stepped in as CEO following the sudden exit of former Red Bull executive Stefan Kozak last fall. In her statement, Rutledge thanked outgoing Board Executive Chair Chris Mann, the company’s longtime CEO from 1998 to 2018, for his contributions to making Guayakí “a generational company.” Mann will continue as “an integral member of the company’s Board.”
Despite rising interest in yerba mate as a source of natural energy, Guayakí has remained relatively unchallenged as the category’s dominant player over the last two decades. The company grew dollar sales +9.7% ($155 million) in 2023, and holds a 3.35% share of the $4 billion-plus canned and bottled tea market. It released its newest 15.5 oz can flavor, Berry Lemonade, earlier this month and has distribution in over 45,000 stores in the U.S.
Also coming onboard as Board Director: brand strategist Steve Leonard, whose background includes leadership roles at Nike, The North Face and Sephora.