LSF in focus as Laird Superfood names Mark Johnson chief financial officer
In focus for Laird Superfood (NYSE American: LSF): the company named Mark Johnson as chief financial officer on September 4, with Johnson set to assume the role on October 1, 2026. He arrives from Tropicana Brands…
Key takeaways
- Laird Superfood (NYSE American: LSF) named Mark Johnson as chief financial officer on September 4, with Johnson assuming the role on October 1, 2026.
- Johnson joins from Tropicana Brands Group, where he was Vice President of Finance for North America.
- He brings more than 25 years of finance leadership across public consumer packaged goods companies and private equity-backed businesses, including roles at Champion Petfoods, Danone, WhiteWave Foods, and The Pepsi Bottling Group.
- Johnson will report to CEO Jason Vieth as the company's principal financial officer and principal accounting officer.
- Boulder, Colorado-based Laird Superfood was co-founded in 2015 by big-wave surfer Laird Hamilton and markets plant-based superfood products.
In focus for Laird Superfood (NYSE American: LSF): the company named Mark Johnson as chief financial officer on September 4, with Johnson set to assume the role on October 1, 2026. He arrives from Tropicana Brands Group, where he was Vice President of Finance for North America. The setup from here turns on what guidance language he attaches to the first quarterly disclosure he signs as principal financial officer.
Johnson brings more than 25 years of finance leadership across public consumer packaged goods companies and private equity-backed businesses. Before Tropicana, he served as Vice President of Commercial and Supply Chain Finance at Champion Petfoods and held multiple finance leadership roles at Danone and WhiteWave Foods and at The Pepsi Bottling Group. That career track spans beverage, food, and premium pet food. His academic background includes an MBA with a finance concentration from the Carlson School of Management at the University of Minnesota and a Bachelor of Arts in Economics from the University of Wisconsin Madison.
CEO Jason Vieth, in the company's announcement, tied the hire to a specific operational phase: scaling brands in food and beverage inside businesses held to a high bar on discipline and returns. Vieth also cited integrating recent acquisitions and building toward sustainable, profitable growth as the context for the search.
Johnson, in his own comments, described Laird Superfood as having built genuine brand equity in better-for-you food and beverage and characterized the platform as having meaningful room to grow. He said his aim is to help translate that momentum into durable financial performance.
What to watch
Johnson reports to Vieth as the company's principal financial officer and principal accounting officer. Boulder, Colorado-based Laird Superfood was co-founded in 2015 by big-wave surfer Laird Hamilton and markets plant-based superfood products. From a growth-and-margins read, the first disclosure that matters is the earnings release Johnson signs. Whether LSF offers any revision to its 2026 financial outlook at that print, and how the company characterizes the pace of acquisition integration, is the next line to watch.