Ballve, Teo. Mate on the Market.Pdf
NACLA REPORT ON THE AMERICAS update Mate on the Market: Fair Trade and the Gaucho’s ‘Liquid Vegetable’ Part two in a series By Teo Ballvé HEN EUGENIO KASALABA AWOKE ON went to the morgue to identify their leader’s mu- March 24, 1976, in Argentina’s north- tilated body. Kasalaba now holds the post once Weastern-most province of Misiones, occupied by Peczak. His biggest fear is no longer he and his father began the day with their usual the military; it’s the market. routine of heating water and turning on the ra- In the last 15 years, mate has quietly bloomed dio. But instead of the expected news program or into a multimillion-dollar global industry, with a an old tango, they heard an unmistakable sign of growing consumer base in Asia, Europe, North the coming terror: “Avenida de las Camelias,” the America, and the Middle East. International sell- Argentine military’s favorite marching-band song, ers are trying to position mate—packed with all across the radio dial, the same song. Stunned, vitamins and minerals, including more antioxi- Kasalaba muttered, “Papá, el golpe, el golpe” dants than green tea—as a healthy alternative to (Dad, the coup, the coup). Without coffee, with a milder caffeine buzz. taking his eyes off the radio, his father In the last 15 Meanwhile, a handful of initiatives are replied, “Come, let’s have a mate.” years, mate has banking on the organic and fair trade Even in the worst of times—or espe- markets as a way for small-scale mate cially in the worst of times—drinking quietly bloomed producers to make a sustainable living an infusion of yerba mate (pronounced into a multi- without damaging the environment.
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