Welcome to the Aviva newsletter. This is a wonderful means to communicate news and happenings about our company. We welcome your correspondence, and welcome your mate story. One thing I have found about yerba mate drinkers, they are very passionate about their mate and how it makes them feel.
When we first started Aviva, we set out to offer our customers the best tasting yerba mate we could find. At that time I owned a coffee roasting business and was accustomed to cupping coffee on a daily basis. Over the years, I found the best and most scientific way to sample is with a blind taste test. I would mark the cups on the bottom and then my staff and I would sample. It is amazing what the results would be. The mind will play tricks but your tongue won't lie.
When it came time for yerba mate, I employed the same methods of sampling. We requested samples from U.S. companies that imported yerba mate and from as many South American companies that exported mate. It was amazing to me the difference in quality among the various brands. We received samples of the traditional yerba (with sticks and stems), as well as samples of yerba with no sticks and stems. After extensive sampling, we determined that the sticks and stems added an uncertain (and often bitter) after taste. I understand that the sticks and stems have a purpose in the traditional way mate is consumed in South America- to keep the bombilla from clogging up. In North American homes, however, folks tend to brew their mate in a French press, coffee pot, drip filter, tea ball, etc…
I have received calls from people commenting on the difference in price between our yerba mate and other mate originating from Argentina and Paraguay. My response in a nutshell….We sell yerba mate, not sticks and stems. True, it would be more beneficial to our pocket book if we sold a pound of mate containing 50% mate and 50% sticks and stems. Some companies even go to the extent of grinding the yerba and sticks together (possibly an effort to conceal the sticks and stems). This practice often results in a fine powder that is easily sucked through the bombilla or lost into the air as you open the package.
My point here is that if you pay for yerba mate you should be getting yerba mate and not filler. The next time you purchase yerba mate with sticks and stems, try the Aviva challenge. Place the yerba in a colander or some other means to separate the mate from the sticks and stems. Put the filtered yerba mate and the resulting sticks and stems side by side. Send us a picture and we will send you a free sample of our wild grown yerba mate!! It is impossible to remove all the sticks and stems during processing, but when you purchase from Aviva, you can be sure our product is 99% pure mate leaf.
As you shop around and experiment with different yerba brands, remember the old saying, "you get what you pay for".
WILD HARVEST CERTIFICATION NEWS
We have a new man on the scene. Britt Newell, formally of Boulder CO., has relocated to the ranch in Paraguay. Britt owned a Macintosh in Boulder for twenty fours years. His extensive experience with computers and communication will allow us to bring the ranch up to modern communication. He is also a going to work as a liaison between SGS (the international certifying agency), the ranch, and the North American arm Aviva ltd.
The ranch is installing a new septic system and installing a new shower room for the workers. These and other improvements have to be complete in order to meet the conditions of the Wild Harvest Certification.
Light clearing in the monte (jungle) is underway. What they do is clear around the mother tree approx. 15 meters. They find seedlings in the monte in various stages of growth. They take these and transplant them around the mother tree. The canopy of the monte and the mother tree provide shade to these delicate young trees.
SGS indicated that it may not take as long as expected to get the Wild Harvest certification because the ranch is virtually untouched. Even though our yerba is natural and organic, they indicated that the process of Organic Certification may take up to three years.
For those of you that have purchased our mate, I thank you very much. I really appreciate your business. For those of you who are not yerba mate drinkers, what are you waiting for? For health, energy, or as a weight loss aid, yerba mate can't be beat! It could quite possibly be the healthiest natural beverage available. And to our fellow yerba mate drinkers, good health to you.
Founder, Aviva Ltd.
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