Guayakí Yerba Mate: David Karr and Chris Mann

Brewing Success

David Karr and Chris Mann embarked on a mission to introduce yerba mate to the American market, a drink largely unknown in the U.S. at the time. They began by brewing and sharing mate at farmers markets and festivals, where they served it strong and traditional, which initially appealed to a niche audience 1. Karr recalls, "We brewed it so strong in those percolators, those coffee percolators that would drip for like half an hour and then serve it to people at the market and they would drink like this cowboy Matte, like straight and dark and strong like the espresso."

We brewed it so strong in those percolators, those coffee percolators that would drip for like half an hour and then serve it to people at the market and they would drink like this cowboy Matte, like straight and dark and strong like the espresso.

--- David Karr

Their grassroots approach involved living in vans and traveling across the country to promote their product, eventually leading to the creation of Guayakí Yerba Mate, a company now generating over $100 million in annual revenue 2.

   

Road to Success

The founders faced numerous challenges as they tirelessly traveled to promote their product, often living out of vehicles for extended periods. David Karr and his team spent years on the road, serving over 5 million cups of mate, a testament to their dedication and belief in their mission 3. Despite the slow growth and initial struggles, Karr emphasizes the camaraderie and joy they found in their journey:

It kind of got to the point where it didn't matter how big or how fast. What mattered was like, survive until you thrive.

--- David Karr

Their perseverance paid off as they gradually built a loyal customer base, proving that passion and persistence can overcome significant obstacles 4.

   

Ready-to-Drink

In 2005, Guayakí Yerba Mate transitioned to ready-to-drink products, a pivotal move that expanded their market reach. Recognizing the limited market for loose and bagged tea in the U.S., they began bottling mate, aligning with the growing trend of natural and unsweetened teas 5. Chris Mann explains, "We felt with a ready to drink, it gave us the opportunity to make it the way we wanted to make it and then be able to share it much more broadly."

We felt with a ready to drink, it gave us the opportunity to make it the way we wanted to make it and then be able to share it much more broadly.

--- Chris Mann

This strategic shift, coupled with their commitment to sustainable and fair trade practices, solidified their position in the market and supported their mission of market-driven regeneration 6.