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
- Rats fed a cafeteria diet of junk food and yerba mate show positive results in offsetting damage caused by unhealthy food.
- Circle of Drink links yerba mate to adaptogenic herb classification.
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.
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