About Us

Yerba Madre – Together We Come to Life

Yerba Madre is a purpose-driven beverage company dedicated to sharing the energizing power, rich cultural heritage, and regenerative potential of yerba mate with people around the world.

Our story began in 1996, when co-founders Alex Pryor and David Karr discovered a shared passion for yerba mate and its unique cultural traditions. What started as a friendship and a simple love for this extraordinary plant grew into a movement built around community, connection, and positive change.

For nearly three decades, we have been introducing people across North America and beyond to the traditional culture of yerba mate while working closely with Indigenous Peoples, local communities, and growers in South America.

The Power of Yerba Mate

Yerba mate is a naturally caffeinated plant native to the Atlantic Forest of South America. Traditionally enjoyed in Argentina, Paraguay, Brazil, and surrounding regions, yerba mate has been part of Indigenous cultures for generations.

We believe yerba mate is much more than a beverage. It represents friendship, connection, energy, and the simple act of coming together.

Today, Yerba Madre offers yerba mate in several convenient formats, including sparkling and still ready-to-drink beverages, brewed yerba mate, loose leaf, and mate tea bags.

From the Forest to Your Cup

Our yerba mate is grown in its native ecosystem across Argentina, Brazil, and Paraguay. We work with Indigenous communities, family farmers, and local producers who share our commitment to traditional knowledge and regenerative agriculture.

Rather than treating the land simply as a source of raw materials, we believe agriculture can help restore ecosystems, protect biodiversity, and strengthen the communities connected to them.

Our yerba mate is cultivated through organic, regenerative, and shade-grown practices designed to support healthier forests and more resilient agricultural systems.

Regeneration at Our Core

Regeneration has always been at the heart of our business.

As a certified B Corporation and registered Social Purpose Corporation, we believe business can be a force for positive environmental and social change.

We work to create value for three interconnected areas:

People.
We build long-term relationships with Indigenous Peoples, farmers, producers, employees, and communities throughout our supply chain.

Plant.
We respect the cultural heritage and traditional knowledge surrounding yerba mate and work to preserve the ecosystems where this remarkable plant grows.

Planet.
We support regenerative agriculture, forest conservation, biodiversity, and ecological restoration.

A Community Built Around Sharing

Yerba mate has traditionally been shared among friends and family in a circle, creating a space for conversation, connection, and community.

That tradition continues to inspire us today.

Through our community of Ambacebadores and yerba mate enthusiasts, we connect people who share a passion for the beverage, its culture, and our vision for a more regenerative future.

Our New Name, Our Same Purpose

In 2025, we officially changed our name from Guayakí to Yerba Madre.

The new name reflects our deeper connection to the yerba mate plant, Mother Earth, Indigenous cultures, and the communities that have helped shape our journey.

While our name has changed, our commitment remains the same: to share yerba mate culture, support the people and communities behind it, and help regenerate the ecosystems where yerba mate grows.

Growing a Better Future

We believe the future of food and beverage can be more regenerative, more connected, and more respectful of the people and ecosystems that make it possible.

That is why we have committed to planting hundreds of thousands of native trees across North and South America, while supporting forest conservation and restoration in the Atlantic Forest.

Our goal is not simply to grow a beverage company. It is to help grow a movement where every cup can contribute to a healthier relationship between people, communities, and the planet.

Our Mission

At Yerba Madre, we believe that together, we come to life.

Through yerba mate, we invite people to connect—with themselves, with each other, with the cultures that have cherished this plant for generations, and with the natural world that sustains us.

We are here to share an extraordinary plant, build meaningful communities, and help create a more regenerative future—one cup at a time.

Yerba Madre — Together We Come to Life.