All businesses have one thing in common: They begin as an idea. While most business ideas are centered around the goal of financial rewards, some entrepreneurs hatch plans driven primarily by a desire to benefit a social cause or to challenge business as usual. Guayaki Sustainable Rainforest Products falls into that category. We measure success by the acres of rainforest protected and reforested, the number of native communities assisted with a sustainable livelihood, and the contentment and inspiration of our employees.
Guayaki’s green entrepreneurial adventure began in the mid 1990s, when I met Alex Pryor at Cal Poly State University. He introduced me to an invigorating rainforest drink called yerba mate that’s a cultural icon in his native Argentina. The nutritious drink also had a profound positive effect on my personal health, and I was intrigued as to why this naturally caffeinated beverage was still virtually unknown in the energy-craving American marketplace. We shared some interesting conversations, many of which pertained to the plight of the rainforest in South America.
While growing up, Alex saw the ongoing environmental and social crisis afflicting the Atlantic rainforest and its native people. When I visited him in Argentina, I was shocked by the devastation to the rainforest, and we were both inspired to change what was happening.
Vast swaths of rainforest were being clear-cut for lumber, cattle grazing and soy plantations. It was clear that a bold economic alternative was needed that could generate income for the indigenous people while still leaving a healthy forest standing. We put together an ambitious business plan that would create and spread consumer demand in North America for organic yerba mate. We call this economic model “market driven restoration.” Not only does Guayaki create a strong incentive to leave the forest standing, we also have projects underway to replant native tree species in deforested areas.
Keeping rainforests healthy is important on a global scale. Deforestation is the second leading manmade cause of climate change. People’s purchasing habits, therefore, can make a big difference.
Beyond the trees
Although rainforest efforts are what people know most about us, we also have many other green aspects. Perhaps the most important is a carbon assessment of our entire value chain. In addition to giving our team a better understanding of our carbon footprint, this initiative has led to direct cost savings. And in our quest to find and use the greenest packaging possible, we discovered a material called Natureflex and have used it to create the first compostable and biodegradable stand-up bags for many of our most popular yerba mates. The innovative bio-packaging is more cost-effective, forest-friendly and is printed using water-based inks.
Perhaps the most noteworthy aspect of our carbon assessment was the discovery that one-pound packages of San Mateo Loose Yerba Mate and Traditional Loose Yerba Mate actually subtract more carbon than they emit during the entire process from harvesting to the store shelf. This unique carbon subtracting status is achieved primarily because of carbon sequestration that occurs where our yerba mate is harvested. Each 16-ounce package leads to subtraction of 573 grams of carbon, based on a third-party assessment that was performed by Conscious Brands in accordance with CarbonLabels.org standards. We’re currently evaluating the footprint of our other products.
By building an inventory of our Guayaki’s energy use, we estimate we’re responsible for 28.5 tons of CO2 each year. Working with Green Mountain Energy, we were able to purchase enough Renewable Energy Credits to offset two years’ worth of emissions. Our source for the offset is a solar power facility at the Solar Living Institute near our headquarters. We’re purchasing roughly 175.5 megawatts of green power from this facility.
Promoting healthy lifestyles is also part of our green mission. Rainforest mate provides a unique trio of stimulants: caffeine, theobromine and theophylline; as well as 24 vitamins and minerals, 15 amino acids and more antioxidants than green tea. We follow a “whole plant, whole health” herbal tradition that unleashes natural nutrients in a way the body can easily absorb and process.
Market driven restoration is only successful if we have success selling products. A major challenge was to bridge the cultural gap between daily traditional yerba mate gourd rituals in South America and the fast-paced, grab-and-go lifestyle of North Americans. We sparked a “green bevolution” by creating convenient mate styles that North Americans prefer. In 2006, Guayaki launched the first bottled yerba mate. Blended with organic juices and herbs, the bottles are an ideal “gateway” for people to experience the sustained energy and clarity of mind that rainforest yerba mate provides.
Guayaki is a member of the Fair Trade Federation and we pay small family farms in Argentina, Brazil and Paraguay a fair trade price for their yerba mate (see “Fair Is Fair” ). We strive for success so we might inspire other businesses. To help make a significant change in the world, we need to be part of a larger movement.
