New Yerba Madre loose leaf yerba mate Yerba MadreAs Guayakí, the dominant brand in the American yerba mate market, approaches its 30th anniversary, it’s honoring the start of a new chapter by changing its name to Yerba Madre .The refreshed name better reflects Yerba Madre’s gratitude for the herbal plant native to South America, yerba mate (mah-teh), which has the capacity to both rejuvenate the body and regenerate the earth. The company is also boosting its commitment as a Regenerative Organic Certified company that enhances the livelihoods of farmers and indigenous communities in the Atlantic Rainforest.In 1995, Alex Pryor moved to California from Buenos Aires where he, like many other Argentinians, grew up on yerba mate, traditionally consumed in a gourd. Pryor would later meet David Karr, foundeding Guayakí Sustainable Rainforest Products by selling loose leaf yerba mate in a market that could barely even pronounce the word. Throughout the next several years, they would bring on Michael “Don Miguel” Newton, Chris Mann, Steven Karr and Richard Bruehl, all of whom are known by the company as its “semillas,” or seeds, eventually establishing a commercialized format for drinking the potent yerba mate–in its tall yellow cans.As they each grasp a hand on a yerba mate plant while reuniting at Cereví regenerative education hub in Misiones Province, Argentina (created by the Fundación Agroecológica Iguazú, of which Pryor serves as Director) for the first time in April as one unit in more than 20 years, Pryor says about the tree, “this is our mother that brought us all together.”Those seeds have now matured–their branches growing new seeds. Yerba Madre begins its path into the future with a new CEO, Ben Mand, who previously flipped Harmless Harvest from a stifling business into the market-defining Regenerative Organic Certified coconut beverage brand.With a name that’s simply easier to pronounce, word of mouth will make the product easier to share; it’s something at the core of yerba mate–a beverage that you don’t just sip, but share. Sourcing its yerba mate leaves from a single indigenous tribe since its founding, Yerba Madre now works with hundreds of communities across three countries; the new name is also a more inclusive one

Category Leader Recognized as a 2025 NEXTY Award Finalist for Pace-Setting Innovation in Yerba MateSEBASTOPOL, Calif. and VENICE, Calif., March 7, 2025 /PRNewswire/ -- Guayakí Yerba Mate , a pioneer in organic beverages, and regenerative business, is breathing fresh life into the beverage aisle with its biggest expansion yet. Featuring bold new flavors and fresh formats, the lineup—now rolling out nationwide—makes yerba mate easier than ever to enjoy. At the heart of this expansion is Sparkling Cherry Jubilation, a NEXTY Award finalist at Expo West, offering a nostalgic and refreshing take on an OG classic, the Shirley Temple.Sparkling Cherry JubilationYerba mate has been shared in South America for centuries, known as the "sacred mother herb" and a symbol of connection and vitality. Its appeal endures: Datassentials revealed that yerba mate is a top trend for 2025, with 46 percent of consumers eager to try it.Guayakí honors its cultural roots as a naturally caffeinated beverage rich in bioactive compounds while evolving the experience for today's lifestyles. From traditional loose leaf to sparkling refreshers and no added sugar options, every product is crafted with organic, regenerative ingredients—supporting the planet, celebrating tradition, and delivering the sustained energy yerba mate is known for."Yerba mate is having a moment, and it's amazing to see more people embracing the vitality, balance, and connection it brings into daily life," said Jennifer Brush, VP, Product Innovation and Brand at Guayakí Yerba Mate