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Podcast: Taste Radio
Episode: When Is $200M In Sales Just The Beginning? When The Brand Is Yerba Madre.
Description: Yerba Madre is a brand nearly synonymous with its namesake ingredient. But in a country where most consumers have never even heard of yerba mate, a caffeine-laden herbal infusion native to South America, how do you build a household name around it? Guiding that vision is Ben Mand, who was named CEO of Yerba Madre in March 2024. Formerly known as GuayakÃ, the company has been pioneering yerba mate-based beverages since 1996, offering both loose-leaf and ready-to-drink formats. Today, the brand generates nearly $200 million in annual sales and is stocked in natural and conventional retailers nationwide. In t...