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Guayaki Introduces First-Ever Fair Trade Certified Yerba Mate

Posted on: Wednesday, 25 March 2009, 11:55 CDT

Guayaki Leading the Way to Establish Industry Standard and Drive Environmental Restoration

SEBASTOPOL, Calif., March 25 /PRNewswire/ -- Guayaki, a leading creator of organic yerba mate beverages, today announced it is the first company in the world to offer fair trade certified yerba mate through the Institute for Marketecology's (IMO) Fair for Life certification program. Through its efforts, Guayaki has become pioneers in the yerba mate industry by establishing fair trade certification of its producers.

"When people purchase Guayaki Yerba Mate, they are buying a product that adheres to the highest environmental and sustainable business practices," said Chris Mann, chief executive officer for Guayaki. "Being the first to establish fair trade certification for our yerba mate reflects our dedication to the quality of our product, our environment and the yerba mate farmers and artisans in South America."

Since its founding in 1996, Guayaki has been paying more than double the commodity price directly to small-scale farmers and responsible growers for its yerba mate. By paying a premium price and now through fair trade certification, Guayaki drinkers can be assured their purchases are a driving force for conservation, community development and reforestation. Like coffee and cocoa, yerba mate is now a fair trade certified global commodity.

"It is a testament to Guayaki's devotion to its mission that it has succeeded in becoming the first Fair for Life social and fair trade certified yerba mate company," said Wolfgang Kathe, IMO. "Guayaki will be the catalyst to drive the principals of fair trade for the entire yerba mate industry."

For more information on Guayaki's fair trade certification, its products or on Market Driven Restoration, visit www.Guayaki.com.

About Guayaki

Based in Sebastopol, California, Guayaki is a sustainable yerba mate beverage company dedicated to restoring the environment and driving social change. Guayaki's organic yerba mate beverages contain a wealth of nutrients and naturally stimulate the mind and body. Guayaki believes in Market Driven Restoration, through which people who purchase Guayaki yerba mate beverages drive the restoration of the rainforest. Products are available at retailers nationwide and at the company's Web site, www.Guayaki.com.

SOURCE Guayaki

Source: PR Newswire

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