Growing and Staying the Course: A Conversation about Guayaki

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In this conversation from BevNET Live Winter 2018, David Karr and Patrick Lee talk with BevNET editor-in-chief Jeffrey Klineman about how the Yerba Mate Co. has evolved over the last 24 months, and about its commitment to creating what they called a “legion of the system affected” by setting the goal of hiring 10,000 formerly incarcerated people over the next decade. They also discussed how Guayaki’s in-house media team is deepening the brand’s connection with lifestyle and activism, why it “feels like the beginning” for Karr despite 23 years in the business, and how Guayaki is setup to “scale without the silliness,” according to Lee.
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