CMEver wonder about those ubiquitous yellow cans that emerge during festival season, providing a source of hydration and energy? They’re fueled by Yerba Mate, the beverage that not only quenches thirst but also fosters a vibrant community.
Since its inception in 1996, Guayakí Yerba Mate has embarked on a trajectory journey led by the visionary Alex Pryor. Leaving his native Argentina to study food science at Cal Poly University, Alex introduced yerba mate to his best friend and co-founder, David Karr. Their shared passion for yerba mate’s energizing properties and cultural heritage ignited a mission to build a business that would bring positive change to the world. Rooted in San Luis Obispo, California, they embraced holistic living and business practices while sharing their love for yerba mate with students and small businesses.
The addition of partners Don Miguel, Steven Karr, and Chris Mann—collectively known as the “Semillas”—marked a pivotal moment for Guayakí. Together, they pioneered the Market Driven Regeneration™ business model, empowering customers to drive tangible change through their love of yerba mate. Caravanning in VW vans and RVs, they criss-crossed the US, introducing loose leaf yerba mate to audiences, blending West Coast pioneer spirit with Argentine hospitality.
Now, over 25 years later, Guayakí continues to share the spirit of yerba mate with North and South America, guided by the same regenerative vision that inspired its founders.
Their journey, as shared by Alex Schirer, Director of Field Marketing at Guayakí, reflects the company’s commitment to its roots and values.
Guayakí Yerba Mate’s journey began with a simple mission: to share the vibrant culture and energizing properties of yerba mate with the world while fostering sustainable practices that support both the planet and its people
Alex Sschirer
Inception in San Luis Obispo
From the coastal shores of San Luis Obispo to the pulsating energy of festivals, Guayakí found its home in spaces that celebrated community, music, and the arts. “Festivals have naturally woven Guayakí’s brand into the cultural fabric of its community,” Alex notes. “These gatherings have become spaces where the essence of Guayakí—connection, community, and energy—is lived and celebrated.”
Yerba mate’s unique blend of caffeine, theobromine, and polyphenols makes it the ideal beverage for festivalgoers seeking an energy boost and hydration under the desert sun. “Yerba mate loose leaf is a powerhouse of health benefits,” Alex emphasizes. “It provides caffeine, similar to what you’d find in your morning coffee, theobromine—the feel-good component of chocolate, and polyphenols, a contributor to antioxidant activity also found in green tea.”
Festival Fusion
Known as the “drink of friendship” to share over unforgettable moments, Guayakí’s festival presence lies in the tradition of mate circles, where attendees come together to share stories, forge connections, and experience the sense of belonging. “Yerba mate, a beverage as rich in history as it is in nutrients, originates from the heart of South America, where it has been revered for centuries by Indigenous communities for its invigorating properties,” Alex elaborates. “The tradition of sharing yerba mate from a communal gourd with a metal straw embodies the deep cultural significance of reciprocity and community bonding.”
Sustainable Presence
Guayakí’s commitment to sustainability extends beyond its products to its festival presence, embodying the ethos of “leave no trace” and promoting regenerative practices. “Our zero-waste ethos aligns with many major festival’s mentality,” Alex emphasizes. “Since 1996, we’ve led the charge in regenerative business practices, focusing on reducing waste and promoting recycling across all aspects of our operations.”
Innovative Spirit and New Horizons
As Guayakí continues to innovate, introducing new flavors like Berry Lemonade, its journey remains rooted in the values of sustainability, community, and cultural preservation.
“Berry Lemonade embodies Guayakí’s innovative spirit, offering a refreshing twist on the traditional mate experience. “This new flavor celebrates the vibrant essence of festivals, inviting a broader audience to enjoy the invigorating and nourishing properties of yerba mate.”
Alex Sschirer
From the shores of San Luis Obispo to festival grounds around the world, Guayakí’s journey reflects more than yerba mate—a beverage that not only energizes the body but also connects communities across continents.
This Year: Find Guayaki in the Dolab’s space, at Safari Campground, and at influencer parties across the valley.