Iced tea chain HTeaO hired coffee veteran Heath Nielsen to serve as its president. 

In his new role, Nielsen will enhance HTeaO’s unit-level economics and drive franchise growth. 

Nielsen previously served as chief retail officer of Black Rifle Coffee Company leading all retail development, innovation, planning, construction, and operations, per a release from HTeaO. He also held the roles of chief executive officer at Just Food for Dogs, sr. vice president, U.S. and Canada for Nestle Coffee Partners’ Starbucks division. His background also includes serving as sr. vice president, U.S. Divisions and Canada Branded Solutions for Starbucks. 

HTeaO currently operates in 14 different states.