Yerba Mate - A Magical Leaf with Jennifer Brush of Guayaki, now Yerba Madre
In this conversation, Jen Brush, VP of Innovation and Product at Guayaki, discusses the origins and benefits of Yerba Mate, the evolution of Guayaki's product offerings, and the brand's commitment to sustainability and community. The conversation explores the challenges of navigating the beverage market, building brand loyalty, and the exciting transition to the new brand name, Yerba Madre, which reflects the company's mission and heritage. We touch on the brand’s commitment to shade-grown Yerba Mate, which takes more time and money but yields a better product and is better for the environment than sun-grown Yerba Mate. Jen also shares her personal journey with Lupus and how it influences her perspective on innovation and the food industry. We then wrap up by talking about the growing tea movement and the importance of a people-centric business model in creating a better world.
Takeaways:
Yerba Mate is a unique, naturally caffeinated leaf with health benefits.
Guayaki, now Yerba Madre, prioritizes sustainability and community relationships.
The brand aims to make Yerba Mate accessible to all consumers.
Product innovation is guided by consumer preferences and market trends.
Building brand loyalty is essential for success in a competitive market.
The convenience store channel presents new opportunities for growth.
Guayaki’s, now Yerba Madre’s, bright yellow branding helps it stand out on shelves.
The company has a strong community of brand ambassadors.
The transition to Yerba Madre reflects the brand's evolution and heritage, and aims to enhance brand recognition.
Focus on product quality is key to retaining customers.
Shade-grown Yerba Mate is better for the environment and flavor.
A people-first approach leads to positive business outcomes.
The tea industry is experiencing significant growth and innovation.
Personal health experiences can shape professional perspectives.
Collaboration and partnerships are key to impact initiatives.
Continuous improvement is essential in business practices.
Community engagement is vital for a better world.
Kindness and empathy can create a positive impact.
Chapters
03:00 - Introduction to Yerba Mate and Guayaki, now Yerba Madre
06:05 - The Unique Flavor and Health Benefits of Yerba Mate
08:55 - Guayaki's, now Yerba Madre’s, Product Evolution and Innovation Strategy
12:05 - Navigating the Beverage Market and Retail Challenges
15:12 - Building Brand Loyalty and Community Engagement
18:02 - The Future of Guayaki: New Branding (Yerba Madre) and Product Launches
35:05 - Rebranding and Heritage in Yerba Mate
38:31 - Sustainability and Impact Initiatives
42:07 - Regenerative Practices and Biodiversity
45:09 - People-Centric Business Models
52:25 - Personal Insights and Industry Trends
60:23 - Advice and Personal Favorites
Sound Bites
"Yerba Mate is a naturally caffeinated leaf."
"It has both caffeine and theobromine (found in chocolate), and offers a more smooth form of energy with less jitters and less crash. So it’s a magical leaf and tree."
“My goal is to create products that have a little bit for everyone. If we're going to drive awareness about our brand, our mission – the devotion we have to our people and our Yerba Mate – we want to meet people where they are, right?”
“Our Ambassadors are brand loyalties. They’ll tell you that Guayaki has changed their life. Not just the products, but the brand and what we’ve done and where’ve we’ve been.”
"Yerba Madre means mother herb in Spanish."
"The more the merrier in the Yerba Mate category. We want to build a category and we want more people to know about the magic of Yerba Mate.”
"She told me to always lead with yes. And she would say, yes is the answer.”
"I think a better world really puts people at the center of what you do and how you think. Be kind and empathetic. I think that that trickles down organically.”
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