HONORING THE MOTHER HERB
Stepping into a new era of growth with a powerful rebrand, Yerba Madre – formerly Guayakí Yerba Mate – deepens its mission to honor the Earth, celebrate Indigenous partnerships, and build a regenerative future for the beverage industry.
Brian Bousley, Chief Commercial Officer tells us more
Writer:
Lily
Sawyer | Project Manager: Scarlett Burke
After nearly three decades as Guayakí Yerba Mate, the pioneering beverage brand has reintroduced itself to the world under an impactful new name – Yerba Madre.
“Yerba Madre is a tribute to where we’ve been and a bold step toward where we’re going,” opens Brian Bousley, Chief Commerical Officer.
“It’s a name that honors the earth, the sacred “mother herb,” and our partnership with Indigenous communities across South America.”
With a dream to build a business that would be a force for positive change, the company has been privileged to work in direct partnership with 255 family farmers and Indigenous communities across Argentina, Brazil, and Paraguay over the years.
These partnerships have made it possible to sustainably cultivate shade-grown, organic yerba mate – a unique, naturally-occurring caffeinated beverage now more widely consumed in the US than ever before.
As the Yerba Madre brand grows, the new name unveiled in May reflects its ongoing evolution, purpose-driven ethos, and how the company is poised to energize a global movement.
PURPOSE-BUILT FOR A CHANGING WORLD
Brian Bousley, Chief Commercial Officer
“Yerba Madre is a name that’s easier to say and remember and reflects the people and purpose behind every can,” Bousley affirms.
North America’s food and beverage industry, Bousley observes, has undergone significant transformation in recent years and today has shifted toward more conscious consumption. Consumers are no longer only looking for flavor – they’re seeking a deeper connection with what they
consume, such as knowing where their products came from, who grew them, and how they impact the world.
“Transparency and sustainability are no longer niche – they are the expectation,” Bousley notes.
Yerba mate – long revered for its energizing properties, deep cultural roots, and sustainable production techniques – is ideally positioned to
meet these changing demands.
Containing naturally occurring caffeine and boasting a growing fanbase, the drink has become an alternative to synthetic energy drinks in recent years.
“As the market leader in North America, our role has been to build the yerba mate category with purpose,” Bousley continues.
As such, the company’s rebrand deepens its relationship with an ever-changing industry, helping it to connect with consumers more clearly and impactfully than ever before.
POWER IN VARIETY
Yerba Madre’s portfolio is intentionally designed to meet consumers wherever they are in their yerba mate journey.
“WE’RE NOT JUST SELLING A BEVERAGE – WE’RE BUILDING A NEW CATEGORY WHILE LEADING A REGENERATIVE MOVEMENT ROOTED IN INDIGENOUS
PARTNERSHIP, ECOSYSTEM RESTORATION, AND CULTURAL RESPECT”
– BRIAN BOUSLEY, CHIEF COMMERCIAL OFFICER, YERBA MADRE
From traditional loose leaf and mate bags to ready-to-drink cans and the company’s brewed glass bottle line, there’s a format for everyone.
“Some prefer the ritual of loose leaf; others love the convenience of a can or the refreshment of cold tereré,” Bousley recognizes.
Yerba Madre is proud to be able to honor all these preferences without compromising on its values.
“We’ve built our portfolio to make yerba mate more accessible without losing its soul,” he adds.
Today, the company enjoys national distribution in both natural and mainstream channels across the US, with strong roots on the West Coast.
In addition, the company has recently expanded its presence in convenience retail.
Meanwhile, a loyal fanbase that spans college campuses, co-working spaces, wellness communities, and even festivals reflects the company’s diversity.
“Our yellow cans are turning up at music festivals and urban offices; we’re popular with college students
and veteran coffee drinkers alike,” Bousley smiles.
In this way, Yerba Madre has become a daily ritual for a varied group, with a wide product range offering something for any need or occasion.
REGENERATION AS A WAY OF LIFE
For Yerba Madre, environmental stewardship is much more than a mere marketing strategy – it is the very foundation upon which it is built.
In this way, the Market Driven
WHAT IS YERBA MATE?
Native to South America and commonly found in Argentina, Brazil, and Paraguay, yerba mate – or “Ilex paraguariensis” – is a variety of holly tree whose leaves are dried and brewed into a hot or cold caffeinated beverage.
A combination of caffeine, found in coffee, theobromine, found in chocolate, and polyphenols, found in green tea, the beverage is known to provide a sustained boost of energy.
Brewed and enjoyed ceremoniously by many Indigenous communities across South America, the drink is traditionally served out of a hollowed-out gourd passed between friends. The ceremonial nature of yerba mate consumption is thought to promote connections between communities and cultivate collective memories and shared histories.
Today, Yerba Madre presents various ways to enjoy the traditional beverage while respecting and conserving its origins, making the revered yerba mate accessible to all.
Regeneration™ model places positive impact at the center of every decision made by the company as it seeks to uphold people and planet alongside profit.
Working closely with producer communities, some of whom have collaborated with the company for over 20 years, Yerba Madre ensures that each harvest supports Indigenous and small family farmers across South America.
“As we’ve grown, so has our capacity to scale impact. From sourcing and shipping to certifications and partnerships, we approach each part of the business as an opportunity to serve people and the planet,” Bousley prides.
Therefore, the company’s supply chain is relational, not transactional, allowing it to create one of the most
“YERBA MADRE IS A TRIBUTE TO WHERE WE’VE BEEN AND A BOLD STEP TOWARD WHERE WE’RE GOING”
– BRIAN BOUSLEY, CHIEF COMMERCIAL OFFICER, YERBA MADRE
ethical and resilient sourcing networks in the industry.
In May, the brand launched the first-ever Regenerative Organic Certified™ Traditional Air Dried Yerba Mate Loose Leaf, a major milestone that underscores its commitment to products that heal rather than harm.
“We’re proud to show what regeneration can look like at scale –where every can sold contributes to lasting value, not just profit,” he says.
This is what Yerba Madre stands for – a name that reflects the measures the company takes to ensure regenerative practices and the
communities that make it possible.
Ultimately, it’s part of the company’s DNA – rooted, relational, and regenerative by design.
COMMUNITY AT THE CORE
As a certified B Corporation (B Corp) and registered Social Purpose Corporation, Yerba Madre’s values of community, friendship, and service can be felt far beyond its products.
Whether through cross-team collaborations, shared mate rituals, or company-wide gatherings, the organization fosters a culture of connection and shared responsibility.
“We believe regeneration begins with how we show up for each other, and we create a space to connect,” Bousley enthuses.
The company’s overall culture of care, community, and shared responsibility is further reflected in its ongoing work in the Atlantic Forest in South America, through which it seeks to remain connected to the “why” behind its work.
Standing out from the competition, Yerba Madre’s recent rebrand will see it double down in its mission to allow more people to connect with who it is and what it stands for.
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COMPANY TIMELINE – AT A GLANCE
• 1996 – Having recently graduated with a degree in food science, company co-Founder, Alex Pryor, introduces the concept of yerba mate to friend and future co-Founder, David Karr.
• 1997 – Alex and David begin building the business from the ground up in California.
• 1997-99 – Primarily selling the drink to students and small businesses, three more partners are added – Don Miguel, Steven Karr, and Chris Mann, fondly dubbed ‘The Semillas’ (seeds). Meanwhile, Market Driven Regeneration™ is conceived.
• 2000 – Traveling the country in Volkswagen vans and recreational vehicles (RVs), ‘The Semillas’ introduce loose leaf yerba mate to consumers across the US.
• 2002 – A proud alliance with the Aché Kue Tuvy community emerges, whose desire to preserve and regenerate the Atlantic Forest aligns closely with what Yerba Madre was originally founded on.
• 2005-10 – The company launches its first ready-to-drink product, tereré, containing iced yerba mate blended with herbs and juices.
• 2007 – Becoming B Corp certified is a proud milestone for Yerba Madre, whose vision of using business as a force for good continues to be recognized today.
• 2017 – Ambacebador launches, providing a virtual space where fans of the band can connect.
• 2025 – Almost three decades after the business was founded, Guayakí Yerba Mate relaunches in May under its meaningful new name – Yerba Madre.
“We’re not just selling a beverage –we’re building a new category while leading a regenerative movement rooted in Indigenous partnership, ecosystem restoration, and cultural respect.
“That model is rare, and it’s what has set us apart for almost 30 years,” he emphasizes.
BRINGING TRADITION FORWARD
Despite its rapid growth and product innovation, Yerba Madre remains deeply grounded in the traditional use of yerba mate.
“Our connection to the traditional use of the leaf began with our very first product – loose leaf mate,” Bousley shares.
In keeping with both its conservational outlook and respect for long-held traditions, the company’s Traditional Air Dried Yerba
Mate Loose Leaf product will be the first to launch under the Regenerative Organic Certified™ label.
“We’re proud to be launching the first-ever Regenerative Organic Certified™ yerba mate product, further demonstrating our commitment to systems that heal, not harm,” he surmises.
Loose leaf will also be the first product packaging under the Yerba Madre name – a tribute to where the company started and the communities who have nurtured this tradition for generations.
Looking ahead, Yerba Madre is also exploring more functional formats of the product to meet the growing demand for health-conscious options while staying true to its roots.
With new retail expansion plans, a regenerative product portfolio, and a name that better communicates its roots and values, the company
is poised to cement its presence in North America and beyond.
“Our biggest priority this year is the successful transition to Yerba Madre –a name that holds the promise of our mission and future,” Bousley states.
The overarching goal is clear –to build a brand that honors the company’s past while boldly stepping into the future.
“As we look ahead, everything we do will continue to be rooted in regeneration, community, and care – for both people and planet,” he proudly concludes.