# Guayakí Yerba Mate: David Karr and Chris Mann

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-11-28
- Length: 1h 11m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann

## Summary

Guayakí co-founders David Karr and Chris Mann explain how they built a $100 million beverage company by introducing yerba mate to the U.S. market, starting with hand-packing loose tea and touring in a VW bus to demo the product. They detail the strategic pivot to bottled and then canned ready-to-drink formats, which allowed them to scale beyond niche natural food stores into broader retail channels. The founders also describe the difficult decision to build their own direct store distribution network using Chevy Bolts to maintain control over their brand and supply chain relationships.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=0) Introduction: David Karr and Chris Mann on Guayakí's origins
- [4:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=241) David Karr's background and discovering yerba mate in Argentina
- [14:22](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=862) Forming the company and securing initial bank loans
- [27:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=1656) The five founders and early distribution via VW bus
- [37:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=2255) Navigating unprofitability and near-death experiences
- [45:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=2701) Pivoting to bottled and canned ready-to-drink formats
- [58:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=3539) Building a proprietary direct store distribution network
- [1:05:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann#t=3903) Sourcing integrity and maintaining rainforest stewardship

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Guayakí (company)
- yerba mate (product)
- VW bus (other)
- Chevy Bolt (other)
- Whole Foods (company)
- GNC (company)
- Vitamin Shop (company)
- Money Magazine (other)
- Women's World (other)
- Ben & Jerry's (company)
- Unilever (company)
- Coca-Cola (company)
- Honest Tea (product)
- Costco (company)
- Walmart (company)
- Pepsi (company)

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- [#252 - The Rise of Laurel's Coffee: Whole Foods, Wegmans & 1,800 Target Stores in Two Years](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-09-252-the-rise-of-laurels-coffee-whole-foods-wegmans-1-800-target-stores-in-two-ye) (The Startup CPG Podcast)
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- [#147 - Rising Star: Simon Solis-Cohen, Huxley](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-18-147-rising-star-simon-solis-cohen-huxley) (The Startup CPG Podcast)

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