Wisdom Herbs shows maté might
to US and Canadian markets. Along with its Wisdom of the Ancients
yerba maté, the new brand gives the company a market-leading
position in the herbal extract.
Wisdom Herbs is to bring the Argentinian yerba maté brand La Merced to US and Canadian markets. The company already makes the Paraguayan-grown Wisdom of the Ancients yerba maté and says the deal will give it the market-leading position in the herbal extract.
Maté is a tea-like beverage consumed mainly in Argentina, Uruguay, Paraguay and southern Brazil. It is brewed from the dried leaves and stemlets of the perennial tree Ilex paraguarensis and is said to boost energy and revitalize the body and mind.
The La Merced brand yerba maté is produced by Las Marias, a family-owned business in northeastern Argentina that is the world's leading supplier of yerba maté. All La Merced Yerba Maté is certified organic and hand-harvested. Wisdom Herbs will oversee all marketing-related activities for La Merced in the US and Canada.
Steve May, COO of Wisdom Herbs, said: "Since Wisdom Herbs was the first company to import yerba maté to the US, and is the leading stevia manufacturer and marketer, we are able to offer La Merced the benefits of existing retail distributors and a well-established sales and marketing infrastructure."
Yerba maté, consumed in South America much like coffee and soda are in the US, is said to provide natural energy without the jittery side effects seen after caffeine consumption. Wisdom of the Ancients Yerba Maté comes directly from the Wisdom Herbs facility in Paraguay, South America. It was the first product of Wisdom Herbs when they began operation over 20 years ago. The tea is now available in a variety of blends and flavors.
