Laird Superfood Names Mark Johnson as New Chief Financial Officer
Laird Superfood, Inc. (NYSE American: LSF) has announced the appointment of Mark Johnson as its new Chief Financial Officer, effective October 1, 2026. Johnson will report directly to Chief Executive Officer Jason Vieth and will take on responsibility as the company’s principal financial officer and principal accounting officer.
The appointment comes at an important stage in Laird Superfood’s development as the company continues to expand its presence in the better-for-you food and beverage market. With a portfolio focused on functional, plant-based and performance-oriented products, Laird Superfood is looking to build on its existing brand strength while pursuing sustainable and profitable growth.
Johnson joins the company with more than 25 years of experience in finance leadership, including extensive work within the consumer packaged goods sector as well as private equity-backed businesses. His background includes financial planning, commercial finance, supply chain finance, business operations and strategic decision-making across several established food and beverage organizations.
Experienced Finance Leader Joins Laird Superfood
Before joining Laird Superfood, Johnson served as Vice President of Finance – North America at Tropicana Brands Group. In that role, he gained significant experience managing financial operations within a major beverage business and supporting commercial performance across a complex consumer products organization.
His previous career also includes a position as Vice President – Commercial & Supply Chain Finance at Champion Petfoods. That role provided Johnson with additional experience connecting financial strategy with commercial operations and supply chain performance.
Earlier in his career, Johnson held several finance leadership positions at Danone and WhiteWave Foods, organizations with significant experience in consumer food, beverage and health-focused products. He also held finance leadership roles at The Pepsi Bottling Group, giving him a broad foundation in the highly competitive consumer packaged goods industry.
This combination of experience is expected to be particularly relevant as Laird Superfood works to strengthen its financial foundation while continuing to develop its brand portfolio.
Academic Background Supports Business Expertise
Johnson’s professional experience is supported by a strong academic background in finance and economics. He earned an M.B.A. with a concentration in finance from the Carlson School of Management at the University of Minnesota.
He also holds a Bachelor of Arts degree in Economics from the University of Wisconsin Madison.
His education, combined with more than two decades of senior finance experience, positions him to contribute to Laird Superfood’s financial planning and long-term business strategy as the company enters its next phase.
CFO Appointment Comes During a Period of Growth
Laird Superfood’s decision to bring Johnson into the CFO role reflects the company’s focus on disciplined financial management as it scales its operations.
For growing consumer brands, financial leadership plays an increasingly important role in balancing investment in product development, marketing, distribution and brand expansion with the need to maintain sustainable margins and returns.
Johnson’s experience across commercial and supply chain finance could be especially valuable in this environment. His background gives him exposure to the operational side of consumer businesses, allowing financial performance to be considered alongside sales growth, supply chain efficiency and broader business objectives.
According to CEO Jason Vieth, Johnson’s experience is closely aligned with the company’s current priorities.
“Mark brings the kind of operating finance experience this next chapter calls for – scaling brands in food and beverage inside businesses held to a high bar on discipline and returns,” Vieth said.
Vieth added that Laird Superfood is working to integrate its recent acquisitions while building toward sustainable, profitable growth. He said Johnson’s experience will be an important asset to the organization as it moves forward.
Focus on Sustainable and Profitable Growth
The appointment also highlights the company’s intention to combine growth with financial discipline.
Laird Superfood has established itself around products designed to appeal to consumers seeking convenient food and beverage choices with functional and better-for-you attributes. As consumer interest in wellness, plant-based products and functional nutrition continues to shape the food industry, brands operating in this space face opportunities as well as increasing competition.
For Laird Superfood, expanding the business successfully will require more than simply increasing sales. Maintaining strong financial controls, managing costs, improving operational efficiency and allocating capital effectively will all be important components of long-term performance.
Johnson’s previous experience across consumer packaged goods businesses provides him with an understanding of these challenges. His exposure to both commercial finance and supply chain operations could help connect financial planning with the day-to-day requirements of scaling a consumer brand.
Johnson Looks to Build on Laird Superfood’s Brand Equity
Johnson expressed enthusiasm about joining Laird Superfood at its current stage of development.
“Laird Superfood has built genuine brand equity in better-for-you food and beverage, and the platform the team has assembled has meaningful room to grow,” Johnson said.
He added that he is excited to join the company and help convert its existing momentum into durable financial performance.
His comments underscore the role he is expected to play beyond traditional accounting responsibilities. As CFO, Johnson will be responsible for supporting the company’s financial operations while also contributing to broader strategic decisions that can influence future growth.
Strengthening the Leadership Team
The appointment of a new CFO is an important leadership development for Laird Superfood as the company works to capitalize on its existing platform and integrate recent acquisitions.
A CFO in a consumer packaged goods organization can play a central role in managing growth investments, evaluating business opportunities, monitoring operating performance and maintaining financial discipline. Johnson’s experience across food, beverage and other consumer-focused businesses gives him a background that aligns closely with these requirements.
His appointment is therefore expected to complement Laird Superfood’s existing leadership team as the company continues to develop its business strategy.
Effective October 1, 2026, Johnson will formally assume the positions of principal financial officer and principal accounting officer. His responsibilities will include overseeing key aspects of the company’s financial management while working alongside CEO Jason Vieth and the broader leadership team.
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