US functional F&B brand Laird Superfood has appointed Mark Johnson as chief financial officer, effective from 1 October 2026.

He joins the company from Tropicana Brands Group, where he served as vice president of finance for North America. In his new role as CFO, he will report to chief executive officer Jason Vieth, and will serve as the company’s principal accounting officer.

Johnson brings more than 25 years of finance leadership across public consumer packaged goods and private equity-backed companies. Prior to Tropicana, he was vice president of commercial and supply chain finance at Champion Petfoods, and held multiple financial leadership positions at Danone, WhiteWave Foods and The Pepsi Bottling Group.

Commenting on his appointment, Johnson said: “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”.

“I’m excited to join at this point in the company’s development and to help translate that momentum into durable financial performance.”

CEO Vieth commented: “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”.

“As we integrate our recent acquisitions and build toward sustainable, profitable growth, his experience will be a real asset to our team.”

Co-founded in 2015 by Laird Hamilton and Paul Hodge, Laird Superfood is based in Colorado and creates functional ‘superfood’ products, primarily made with plant-based ingredients, though the company has recently expanded its portfolio to include some dairy-based beverages.