The State of Yerba Mate Address – 2014

2014 has been a great year for yerba mate. With a cover story in Fresh Cup Magazine, a record-breaking year of Argentine exports, and continued global awareness, yerba mate is finally starting to gain the attention it deserves. Below is a video of our yearly State of Yerba Mate Address. Further down, we’ve included a rundown sheet so you can skip to the sections most important to you.

0:00–4:00 — Introductions

  • Who is Dave Mate?
  • Lived in Buenos Aires, Argentina, for three years to learn about yerba mate tea.

4:10–7:27 — What is Yerba Mate?

  • Holly plant scientifically called ilex paraguariensis.
  • Source of natural energy and mood enhancer.
  • Originated from Eastern Forest of Paraguay.
  • Grown in Northern Argentina, Southern Brazil, and Paraguay.

7:30–9:40 – Early Expansion of Yerba Mate

  • Yerba mate enters Europe and United States (turn of the 20th century).
  • Yerba Mate Tea Co. established as first US mate company.
  • Community building aspect of yerba mate recognized outside of Southern Cone.
  • Failed attempts to position mate as a curative drink, despite health reports and testimonials from notables.
  • Coffee and tea successfully eclipse mate.

9:40–27:37 – Yerba Mate Trends

  • Yerba Mate cover story on Fresh Cup Magazine (“Of Gauchos and Guaranís”).
  • Mate continues global expansion.
  • CNBC reports increase in tea consumption (“Young Americans Turn to Tea”).
  • Health consciousness on the rise.
  • Publication of “yerba mate versus coffee”.
  • Howard Schultz, CEO of Starbucks, continues his path towards teas and organic foods. Continued effort to co-brand newly acquired Teavana with existing infrastructure.
  • Argentina has record-breaking year with 730-million kilos of yerba mate exported (“Yerba mate production hits historic record”).
  • Prices paid to farmers in Argentina increases from .90 to 3.60 pesos.
  • Syria, Lebanon, and U.A.E. continue with strong yerba mate imports from Argentina.
  • Circle of Drink Inc. continues to spread yerba mate globally, shipping mate to over 20 countries outside United States in 2014.
  • Pope Francis inadvertently promotes yerba mate across the globe. Gawker builds awareness of traditional yerba mate cup seen with the Pope.
  • Materos, yerba mate aficionados, continue to grow — preserving the traditional yerba mate experience (particularly in United States, Europe, and Canada).
  • Silicone yerba mate gourds gain traction (i.e., Mathienzo and Mateo gourds).
  • Guayakí leverages traditional Paraguayan term for cold yerba mate, tereré, on their bottles of fruit flavored mate.
  • Mate Bros and Mati Energy launch yerba mate and guayusa energy drinks.
  • Chimarrão, traditional Brazilian yerba mate, gains interests within Matero community.
  • Yerbamateland.com begins importing traditional Brazilian and Uruguayan yerba mates such as Canarias, Ximango, and the elusive Del Cebador.
  • Circle of Drink continue to position yerba mate as a gourmet tea.
  • Coca-Cola includes yerba mate in a patent for a weight management sweetener.

27:38–36:00 – Yerba Mate Health Reports

38:18–END – The Yerba Mate Circle / Community Continue to Grow

  • Yerba mate awareness grows.
  • Strong global connection across social media strengthens (join our yerba mate community page).
  • Increased yerba mate distribution in specialty stores across United States.
  • Yerba mate craft market continues to build.

Stay Connected with Circle of Drink

Follow Circle of Drink Radio, “The Voice of Yerba Mate”, for weekly live broadcasts. If you miss the show, subscribe to our youtube channel for the recording.

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