OUR MISSION

Our Purpose

AYMA's purpose is to cultivate a global yerba mate community and to champion endeavors that enable specialty yerba mate to thrive as an equitable and sustainable enterprise throughout the entire value chain.

Our Vision

We aspire to be a dynamic, trustworthy, and impactful organization that empowers the authentic and genuine yerba mate traditions worldwide by giving them a resounding voice and a platform for growth.

Our Mission

Through exemplary business practices, events, education, and research, we aim to engage, inspire, and expand a sustainable global community rooted in trust and authenticity around yerba mate. The four pillars of our mission are represented by :

• Scientific Research working with universities to validate the benefits of yerba mate.
• Training and certification to underscore proper practices and offer quality products.
• Marketing and promotion to reach consumers and expand our vision.
• Business incubator to provide guidance and consulting services to entrepreneurs growing the yerba mate ecosystem.

Our Strategic Objectives

1. Foster sustainability in the authentic and genuine yerba mate industry by emphasizing partnerships, education, research, and advocacy.

2. Create avenues for professional growth and personal development through our network and programs.

3. Expand our global network and enhance stakeholder experiences by collaborating with local communities.

4. Dedicate ourselves to delivering exceptional service to members of the global authentic and genuine yerba mate community in every aspect of our work.

Our Core Values

1. Relevant Member Value

We are dedicated to serving our members as a global non-profit platform by:

• Providing world-class events, education, research, and standards.
• Promoting best practices and professionalism that are contextually inclusive and adaptable.
• Amplifying the voices within the authentic and genuine yerba mate value chain.

2. Sustainable Yerba Mate Industry

We passionately advocate for the sustainable growth of the yerba mate industry through collaborative partnerships that:

• Pursue equity and mutual benefits.
• Yield a positive impact throughout the yerba mate supply chain.
• Address critical social issues and inequities through proactive efforts, education, focused attention, and dedicated resources.

3. Community of Communities

We embrace diversity by:

• Listening, centering, and adapting to unique local characteristics.
• Fostering a sense of global community for cultural and economic exchange.
• Recognizing local communities and facilitating the development of infrastructure, communication, and sharing within and among yerba mate communities.

4. Best People

We value and celebrate diverse perspectives to have a well-balanced and dynamic representation:

• In terms of race, gender, age, nationality, sexual orientation, member category, and career.
• We empower and retain the best volunteer leaders and staff to create an informative, inclusive, rewarding, and mutually supportive environment for our membership and external audiences.

5. Ethical Operation

We demonstrate unwavering integrity in business practice and nonprofit governance:

• Complying with local regulatory requirements.
• Embodying our self-defined commitments.
• Inspiring trust through transparent communication, accountability, and continuous improvement through aspiration, self-monitoring, and member engagement.

6. Respect for the Individual

We are committed to creating, producing, and supporting discrimination-free and harassment-free safe spaces:

• For personal and professional collaboration, growth, and learning.
• Acknowledging that membership benefits and participation differ based on identity, background, privilege, and access to resources.
• Ensuring that every member has a voice, and fostering an environment where all voices are heard and respected.