Yerba Madre: A New Era for Guayakí's Regenerative Mission and Indigenous Partnerships

Yerba Madre: A New Chapter for Guayakí Yerba Mate

In a significant shift that encapsulates over 30 years of commitment to sustainability and Indigenous partnerships, Guayakí Yerba Mate has officially rebranded as Yerba Madre™. This evolution is not just about a name change; it signifies a reconnection to the roots of yerba mate and a deepened commitment to ecological and cultural regeneration.

Honoring Ancestral Roots

The term 'Yerba Madre' translates to 'Mother Herb,' symbolizing respect for Mother Earth and the Indigenous wisdom integral to the brand's history. Originally founded through a partnership with the Aché Kue Tuvy community in Paraguay, Guayakí has always placed emphasis on nurturing relationships with Indigenous farmers. Today, that vision expands as Yerba Madre formalizes a network of 255 families and communities across Argentina, Brazil, and Paraguay who cultivate yerba mate through organic and shade-grown methods.

Alex Pryor, co-founder of Yerba Madre, explains this shift as a return to the brand's mission: "Yerba mate is more than a beverage; it's a tradition that strengthens cultural and ecosystem ties." The rebranding not only acknowledges these relationships but also signals a resolve to regenerate the Atlantic Forest—a crucial focus for the brand.

A Bold Declaration

Ben Mand, the Chief Executive Officer of Yerba Madre, emphasizes that this rebranding represents a powerful dedication to the stewards of yerba mate, including the land itself. "Yerba Madre isn’t just a new name; it declares our purpose to honor those who cultivate the yerba mate plant while fostering the regeneration of the forest and its inherent sacredness."

The first product to carry the Yerba Madre name is a Regenerative Organic Certified® Traditional Air Dried Yerba Mate Loose Leaf, marking a significant milestone as the first yerba mate to achieve this prestigious Gold status. This product is poised to set a benchmark in the industry for how beverage brands should approach sustainability—focusing on the future and the welfare of people and the planet.

A Seamless Transition

As the summer approaches, consumers can expect to see a transition in packaging from Guayakí to Yerba Madre on cans and bottles, with Canadian packaging set to follow in December. Essences of the original branding will remain intact, especially the iconic yellow can, which will feature updated designs that pay homage to its heritage. Emily Kortlang, Chief Marketing Officer, states, "We’re not changing who we are; we’re naming it. Yerba Madre solidifies our identity and propels the future we're creating together."

Yerba Madre's legacy as an industry pioneer is well-established; it became one of the founding B Corps in 2007 and was the first to offer fair trade certified yerba mate in 2009. The brand has further advanced sustainability efforts by sourcing Regenerative Organic Certified® yerba mate and sugar cane since 2022, and is now part of the Purpose Pledge, working collaboratively with mission-driven companies to redefine ethical business standards from farm to shelf.

Market Leadership

As it embarks on this rebranding journey, Yerba Madre holds a commanding position in the ready-to-drink yerba mate market, boasting an impressive 85% market share in North America. The product is available at over 45,000 retail locations across the United States and Canada, ensuring its place in the hearts and homes of many.

With its new identity, Yerba Madre not only expands its commitment to sustainable practices but also strengthens its ties to the communities that have long cultivated yerba mate. By focusing on regeneration, the brand aims to create a lasting impact on both the environment and the lives of those who depend on it.

For more information about Yerba Madre and to explore their initiatives, visit Yerba Madre's website. Discover the impact and heritage that each sip of their yerba mate brings, rooted deep in both culture and ecology.