MATEria* Prima
*Regenerative. Interkulturelle. Augenhöhe
Economic, Environmental & Social Strategies for the European and South American Mate Sector.
Encontro para elaborar a importância da erva-mate nos setores ambiental, econômico e social da Alemanha e do Brasil
Wirtschaftliche, ökologische und soziale Strategien für den europäischen und südamerikanischen Mate-Sektor.
Friday, 7 March 2025. 1-4pm Brazilian Embassy Berlin
Report & Results of the Meeting
List of Guests: Ahmad & Majd Mahlla ( Go O Mate ), Jared Herbing (CaaMate), Daniel Weber (Muy Mate), Moritz König (Mates & Mate), Fabricio & Raiz do Canto (Meta Mate) Ludger Walterbusch (Flora Power), Ulrich Sluka (No. 1 Lemon Mate), Pavel & Olga Vakhitov (Mate Planet), Gabriela Lucila Peckaitis, Klas Lündstrom,
Sarah & Christian Kernchen, Friedrich Steep (Voelkel), Krithika do Canto (moderation)
Vamos Matear
- Arrival & Traditional Mate Preparation
- Welcome from Eduardo Frighetto – Commercial Attache, Brasilian Embassy
The primary mission of the meeting was to come together as a Mate Sector,‘ speak about the challenges faced and explore channels of cooperation. Although the Mate segment in Germany is growing, it is still a niche product, according to official statistics it makes up only 0,4% of “Tee Trinken” in Germany and does not appear on the list of popular soft drinks of the 124,5L consumed per person in 2023.
The play on words of Der / Die / Das Mate was to show how mate can fit into various categories (as a tea or a limo), similarly, it can be viewed from a commercial, cultural or environmental lens.
There was a unanimous agreement that Mate could benefit from being its own category instead of being diluted in others.
Der Mate Tee:
Health & Harmony: Integration of a daily drinking ritual of herbs – Sarah Kernchen, who is afflicted by Multiple Sclerosis and Type 2 Diabetes shared her experiences of reducing her medication and combating fatigue by drinking mate on a daily basis for the past 5 years.
Although various South American Studies exist highlighting the health benefits of Mate, these are not officially recognised in the EU. Jared from CaaMate pointed out that one is officially allowed to advertise the caffeine content in Mate and then speak of the effects of caffeine, and their company has received warnings for speaking of anti-oxidants, vitamin and mineral content.
It would be very helpful if a bilateral intellectual recognition could be made to enable Mate companies in Europe to use material highlighting the health benefits of Mate.
Development of German Mate Market & Intercultural Inclusion:
It was noted that in the past decade Mate means more than just a Brause in the German context, due to the immigration of South American but especially Syrian ex-pats who have the strong culture of drinking mate on a daily basis.
Ahmad & Majd Mahlla from Go o Mate explained the historic and cultural connection and pointed out that there is a growing appreciation for finer qualities of mate as opposed to the traditional brands that are packed in Syria. However, there is a huge price barrier that is not so easy to overcome as it is possible to purchase 200g of Mate for 2€ in middle-eastern grocery shops. Go O Mate is dedicated to using social media to explain the finer aspects of Mate culture in Arabic and has cooperations with online mate resellers to promote organic varieties as well.
Eastern Influences / Trends and Cultures:
Poland is an established mate market in East Europe. While no representatives could join us for this event, Pavel from Mate Planet in CZ confirmed that the market in general is growing and that the Pope and Messi were good ambassadors. While Mate Planet cares more for B2B he notices greater demand during the televising of sports events (like the Olympics or Football)
Sports figures or finding a close-knit group in which to promote mate could be a possible strategy, especially if many join forces & resources to target a particular group. Daniel from MuyMate shared the idea of promoting mate amongst climbers or in bouldering halls as a recommendation that he received from a marketing agency. Raiz from Meta Mate resonated with the idea and Ulrich from No. 1 Mate mentioned that his drink had once been successfully promoted in a bouldering hall in Berlin.
Das Mate Blatt:
Supporting small decentral production & Sourcing Wild:
Fabricio from Meta Mate and Swedish journalist Klas Lündstrom shared their experiences from visiting mate producers in Brasil, Argentina and Paraguay. The models in the three countries vary but there are shared stories of exploitation of workers and environmental damage. It is worthy to note that traces of glyphosate have been found in protected Mate Forests in Parana.
Cultural Reappropriation:
The indigenous narrative is often left out of the Mate industry. Guarani activist Gabriela shared her perspective on the consumption of Mate without integrating the tradition and mentioned the marginalisation of the tribes. A short discussion emerged regarding Gaucho / Guarani culture which demonstrated that this is still a touchy topic with many not knowing how to incorporate the origins without being accused of using a culture for promotional purposes.
There was also an exchange about the manner in which mate is being marketed in an individualistic way as opposed to a ceremonial circle. Go O Mate pointed out that Syrian culture tends not to share and also noted that the bombilla is an interesting product to promote. It was generally agreed upon that sharing should not be a primary motive (also in economic terms, one sells more Mate sets)
Die Mate Limo:
Screening of Voelkel Mate Film that exemplifies how a Mate Limo can help to promote & preserve the forests.
Berlin’s Beliebteste Brause: The Mate branch experienced a rapid growth of Mate Limos up until 2020. Flora Power was one of the pioneers and continues to carve out its market niche as the “best Mate from Hamburg”. Ludger from Flora Power pointed out in response to a question regarding healthier / sugar-free beverages that the market demand is not large enough. He suggested that Mate could promote the message of Friendship & Peace and would benefit from having its own category.
Concluding Circle:
All participants agreed that it was helpful to get together to have this opportunity to exchange in depth. There is a need to discuss these topics further and all welcomed the idea of similar symposiums in the future including the proposal of an International Mate Congress with guests from South America.
It is important to note that the members all have different motivations; some work with Mate on the side and others are full-time invested and depend on the income.
Anthraquinone and other issues:
It was also noted that current EU Laws make the market restriction on Mate quite problematic. Pavel from Mate Planet brought up the topic of Anthraquinone limits in the Mate and asked if these could be investigated on a diplomatic level.
We shared these concerns with the Agricultural Atachee of the Embassy and have agreed to summarize the situation in written form for further investigation.
Fabricio from Meta Mate mentioned that in the past Diplomatic efforts succeeded in getting Mate on the list of products that could be certified organic within the EU as well as doubling the anthraquinone limits and agreed that perhaps further studies could alleviate the situation. He further elaborated on the possibility of doing an Delphi Study with Brasilian Institutions to evaluate the Mate Market in Europe.
