HTeaO Taps Retail Industry Veteran to Come Alongside CEO Justin Howe as President

In his new role, Nielsen will enhance the brand's already positive, unit level economics to help franchisees in the system find even greater success. To support these efforts, he will also leverage the franchise's first-ever ITEM 19 released on May 1, 2023.

"My background working with some of the brands in the world provides me with a high level of confidence in HTeaO's potential to become a national brand," said Heath Nielsen, President of HTeaO. "The addressable market HTeaO can serve is substantial, as tea is the second most consumed beverage, only second to water."

Nielsen previously served as Chief Retail Officer of Black Rifle Coffee Company leading all retail development, innovation, planning, construction, and operations. He also held the roles of Chief Executive Officer at Just Food for Dogs and Senior Vice President, U.S. and Canada for Nestle Coffee Partners' Starbucks division leading operations and overseeing the merger and operations of Starbucks food service into the Nestle organization.

Prior to those positions, Nielsen was Senior Vice President, U.S. Divisions and Canada Branded Solutions for Starbucks overseeing all franchise café and foodservice operations in North America, and served in senior leadership roles at Sony Corporation and Vail Resorts. Before his corporate experience, he began his career in the U.S. Army 10th Mountain Division.

"Heath chose to join us while at the top of his professional game because he has a passion for this business and loves the brand and what we built," said Justin Howe, Chief Executive Officer of HTeaO.