On February 28, 2024, Better For You Wellness, Inc. appointed Stephen Letourneau as Chief Operating Officer (COO). Mr. Letourneau will remain the Chief Branding Officer and a Director. As COO, Letourneau assumes the critical responsibility of overseeing daily business and administrative operations, optimizing efficiencies of internal and external operational processes through enhanced operating procedures, and implementing strategic initiatives.

Simultaneously, he will continue as Chief Branding Officer (CBO). The appointment of Stephen Letourneau as COO marks a strategic move in alignment with BFYW's Growth Initiative, ensuring effective leadership to navigate the company's expansion and achieve ambitious revenue targets driven by the success of the Stephen James Curated Coffee Collection.