#USA #Guayakí #Sebastopol, California #Regenerative Organic #Yerba Madre

Guayakí Yerba Mate Transitions to Yerba Madre

In a significant move to deepen its dedication to environmental sustainability and support of indigenous communities, Guayakí Yerba Mate has officially rebranded to Yerba Madre™. This transformation, announced on May 6, 2025, represents not just a name change but a renewed commitment to uphold traditional wisdom and celebrate the cultural significance of yerba mate.

A Name with Meaning

The new name, Yerba Madre, honors Mother Earth and the indigenous knowledge at the heart of the brand's almost 30-year history. Originally, the company was named after its first partnership with the Aché KueTuvy community in Paraguay back in 2002. What began as a single collaboration has since evolved into partnerships with 255 family farms and indigenous communities across Argentina, Brazil, and Paraguay. Together, they are working to regenerate the Atlantic Forest and preserve the cultural heritage associated with yerba mate through organic and shade-grown practices.

Co-founder Alex Pryor emphasized, "This rebranding signifies a return to our roots and a recommitment to the mission that inspired the company decades ago. Yerba mate is more than a beverage; it empowers cultural and ecosystem relationships. Yerba Madre pays tribute to the communities that have cultivated the yerba mate plant while ensuring the regeneration of the forest and its sacred value."

Commitment to Regeneration

The introduction of the Yerba Madre label will debut with its certified Regenerative Organic Certified® loose-leaf yerba mate, the first of its kind to achieve Gold Certification. This release is set to redefine industry standards for how beverage brands can contribute positively to people and the planet for future generations. New packaging featuring the Yerba Madre brand will begin rolling out by the end of summer, with Canadian products transitioning by December.

The iconic yellow cans, beloved by fans, will still be available but with refreshed designs that nod to the brand’s heritage while marking an assertive step into the future. Emily Kortlang, Director of Marketing, stated, "We are not changing who we are; we are naming it. Our community knows us simply as 'yerba.' Yerba Madre makes that identity unmistakable and nourishes the future we are building together, grounded in heritage, community, and regeneration."

Yerba Madre's lineage includes being one of the first B Corps in 2007 and the very first to offer Fair for Life certified yerba mate in 2009. Moreover, in 2019, it led the way in sourcing Regenerative Organic Certified® yerba mate, followed by its sugar cane in 2022. Now, Yerba Madre stands out as one of the pioneering pilot companies of Purpose Pledge, a commitment uniting purpose-driven companies to define and elevate a new standard for ethical business practices from farm to shelf.

Market Leadership

Today, Yerba Madre remains the leading ready-to-drink yerba mate in North America, commanding an impressive 85% market share. The brand’s products are accessible at over 45,000 retail locations across the United States and Canada.

Conclusion

As Yerba Madre evolves, it continues to reflect on what it means to create responsible and meaningful products. Its commitment to indigenous communities and environmental stewardship has cemented its position in the market while inspiring a new generation of consumers to engage with culturally rich and ethically made beverages. To discover more about Yerba Madre's journey and initiatives, visit www.YerbaMadre.com.