Sebastopol, CA (January 16, 2008) – The Gauchos that roam the frontiers of Argentina like their yerba mate strong, and now people in North America that favor a bold brew have a convenient new way to prepare and enjoy this healthy and invigorating rainforest beverage. Guayaki Sustainable Rainforest Products (www.guayaki.com) is pleased to honor the culture and tradition of the rugged South American cowboys by introducing organic Gaucho’s Fuerte Mate Blend - the first espresso yerba mate designed for preparation in a coffee maker. The gauchos that toil in the great outdoors are notorious for drinking yerba mate as their "liquid vegetable" throughout the day to empower them with its vast array of nutrients and stimulants.
Gaucho’s Fuerte (which means strong in Spanish) is made from the same premium organic rainforest yerba mate leaf, powder and stemlets that has made Guayaki the leading brand in North America. The difference is that their fairly-traded, shade-grown yerba mate has been processed into a very fine grind and then formed into tiny granules. This innovative conversion of traditional mate allows for better extraction in a drip coffee maker, and therefore, provides a richer, stronger brew of Espresso Mate than previously available via the coffee machine method.
Gaucho Fuerte allows people that prefer the convenience of automatic coffee makers over traditional South American gourds and French Presses to enjoy the full potency of yerba mate like the gauchos enjoy it. Simply brew 1-2 tablespoons of Gaucho’s Fuerte per cup of water. Guayaki Yerba Mate is a healthy tea, coffee and energy drink alternative that is one of the hottest trends in North America. Millions of people drink mate every day and celebrate the flavor, energy and nutrients it offers. This new product is available in a 1-pound bag for $12.00 and a 5-pound economy size bag for $52.50. The improved form of brewing and extraction provided by Gaucho’s Fuerte increases the yield per pound and is a cost-saver for customers.
Organic Rainforest Yerba Mate - A Healthy & Green Espresso Alternative to Coffee
Centuries ago, indigenous people in the rainforest of South America discovered that the leaves of the yerba mate tree boosted and sustained their energy and well-being. The plant became a staple of their diet and the base for their medicines. Now, science is backing up their traditional beliefs. A new compilation of research published in the November issue of the Journal of Food Science details yerba mate’s many health attributes. The new report notes that yerba mate possesses a much higher antioxidant capacity than green tea, and among other attributes, highlights how research has found mate to be hypocholesterolemic, hepatoprotective and of benefit to the cardiovascular system.
“The unique combination of robust nutrition and balanced stimulation from the brewed leaves of the rainforest yerba mate tree make Guayakí Yerba Mate the healthiest source of energy on the planet,” notes Guayaki co-founder David Karr. Revered for centuries as the ‘drink of the Gods,’ yerba mate contains 196 active compounds including 24 vitamins and minerals, 15 amino acids, 11 polyphenols and saponins (phytochemicals that bolster the immune system).
A Better Buzz from ‘Nature’s Perfect Stimulant’
Of the six most common caffeine beverage stimulants (yerba mate, coffee, tea, cola, cacao and guarana), yerba mate is the only one balanced by powerful nutrition and a natural blend of stimulants. Guayaki’s organic yerba mate offers caffeine comparable to coffee; however, the caffeine is balanced by mate’s content of theobromine (the euphoriant in chocolate), another stimulant named theophylline, and pantothenic acid (which prevents over-stimulation of the nervous system). Yerba mate is also a rich source of magnesium, which has been proven to ease anxiety. Many caffeine-sensitive people that drink yerba mate gain vitality and clarity of mind, but don’t experience the jitters, stomach discomfort and headaches that are common complaints expressed by coffee drinkers.
The Guayaki ‘Bevolution’ - A Yerba Mate Style for Everyone
Guayaki sparked a “bevolution” by harnessing the power of a traditional South American beverage and carefully processing it into convenient styles that North Americans love. While Gaucho’s Fuerte Espresso Mate is Guayaki’s latest invention, the company’s seven varieties of bottled Organic Yerba Mate Drinks in a convenient grab-and-go iced tea format dramatically propelled the mate movement forward on this continent. The new ‘mainstream’ bottled drinks were recognized in December by Beverage Industry Magazine as one of the Best New Products of 2007, and are an ideal ‘gateway’ for people to experience the sustained energy that rainforest yerba mate provides. Many of the bottled drink customers have discovered other formats, including the legendary style embraced by South American culture: “loose” yerba mate enjoyed from a hollow gourd. Two years before the launch of Organic Yerba Mate Drinks, Guayaki announced the first yerba mate latté concentrates - yet another drink style favored by Americans. “With the addition of Gaucho’s Fuerte Espresso Mate, Guayaki now offers a mate style for everyone’s tastebuds, lifestyle and energy needs - hot or cold,” says Karr.
Guayakí is an award-winning company that uses a triple “bottom line” to measure success: Economic Viability, Social Justice, and Environmental Stewardship. David Karr and Alex Pryor founded Guayaki Sustainable Rainforest Products with a mission to generate consumer demand in the U.S. and Canada for healthy products cultivated sustainably in the natural rainforest. By successfully introducing the traditional South American beverage called yerba mate into the North American marketplace, Karr and Pryor believed they could create dynamic economic alternatives to the destructive land practices that plague the rainforest. Guayaki’s mission of Market Driven Restoration leverages consumer purchasing power to drive positive social and environmental change. “Each person that drinks 2 servings per day of organic, shade-grown Guayaki Yerba Mate helps protect approximately one acre of rainforest every year,” notes Karr.
Founded in 1997, Guayakí is the leading provider of organic, fairly-traded, rainforest-grown yerba mate in North America with products sold at thousands of natural foods stores, cafes and supermarkets. A vertically integrated company, Guayaki sources, imports, distributes, markets and sells yerba mate. In addition to the new Gaucho’s Fuerte, Guayaki offers 7 varieties of bottled Organic Yerba Mate Drinks, six Yerba Mate Tea Bag Blends, Traditional Yerba Mate Tea Bags, two varieties of Mate Latte Concentrates and loose traditional yerba mate and accessories. - www.guayaki.com