Huberman gets into Yerba

02/01/24 • 4 min

Andrew Huberman - Audio Biography

In 2016, Nicolas Beaupré embarked on a transformative journey to Chile with the initial goal of honing his Spanish skills and working as a ski instructor. However, this trip took an unexpected turn when he discovered his love for yerba mate, an experience that profoundly altered the trajectory of his life. Yerba mate, a traditional herbal tea made from the Ilex paraguariensis plant, enjoys immense popularity in various South American countries, including Argentina, Chile, Brazil, Paraguay, and Uruguay. Typically consumed from a gourd using a bombilla, a metal straw, yerba mate is more than just a beverage—it's a cultural ritual fostering commensality.
“Mate made me speak Spanish better,” Beaupré humorously remarked, reflecting on the impact of this cultural immersion.
When Beaupré’s partner, Elodie Simard, tried mate, she too found an affinity for the drink, noting its positive effects on her ADHD. After returning to Canada, the couple shared their newfound passion for mate with friends, who quickly developed a taste for it. Soon, Beaupré and Simard found themselves frequently ordering yerba mate for friends and family, playfully becoming their "unofficial mate dealers."
Motivated by their growing passion, a year later, Beaupré and Simard decided to expand their informal distribution into a business venture. They noticed that the branding of existing mate products, predominantly in Spanish, might not resonate with the Canadian market. Beaupré observed that in South America, mate is often sold as a basic commodity. Moreover, they found that most available mate was smoked, a process linked to carcinogenic risks.
Seeking a healthier and more authentic alternative, they traveled to Argentina, where they met several farmers. Eventually, they partnered with a grower who used air-drying techniques for mate, avoiding the smoking process. To preserve the traditional essence of mate, they decided against creating carbonated versions. Instead, they formulated their product based on tereré, a traditional iced mate infused with herbs or juice.
This led to the founding of Mateína in 2017. The company offers loose-leaf yerba mate, rich and earthy in flavor, akin to pu’er tea, and canned versions infused with flavored juices, maintaining the distinct taste of yerba mate.
Nicolas Beaupré and business partner Andrew Huberman, a Stanford neurobiology professor and host of the Huberman Lab podcast, recently introduced Mateína to the U.S. market. This expansion was in collaboration with Tiny, a Canadian venture capital firm. “We envision yerba mate becoming a highly accessible, health-forward beverage, consumed by millions in the U.S. and globally, akin to coffee and tea,” stated Simard.
The launch of Mateína in the international market raises questions about cultural appreciation versus appropriation. In recent times, consumers have demanded sensitivity from brands in representing cultures. Incidents like Ralph Lauren’s use of indigenous designs or Trader Joe’s ethnic labeling of products have sparked controversy. British chef Jamie Oliver has even hired specialists to vet his menus for cultural sensitivity.
Beaupré and Simard, however, do not view their venture as cultural appropriation. They emphasize their commitment to respecting mate’s origins and ensuring fair partnerships with local communities. Their major investor, Huberman, who is half Argentine and holds a majority stake in the business, underscores this commitment.
Consumer attitudes towards cultural appreciation vs. appropriation vary, as Dr. Angela Cruz from Monash University notes. The acceptability often depends on the brand's respect and acknowledgment of the cultural heritage, avoiding stereotypes and engaging genuinely with the culture.
Sabrina Sands, an Argentinian translator living in Florida, sees Mateína as a potential positive force for mate growers in Argentina, providing fair pay and competitive markets. Cami Poggi, an Argentine MBA graduate, expresses excitement over the internationalization of mate, seeing it as a cultural sharing experience.
The story of Mateína is a blend of entrepreneurial spirit, cultural exploration, and the delicate balance of respecting and sharing global cultural traditions. As this traditional South American drink finds its place in new markets, it brings with it questions of cultural exchange, appreciation, and the ever-evolving dialogue around the globalization of local customs and products.
Thanks for listening to Quiet Please. Remember to like and share wherever you get your podcasts

In 2016, Nicolas Beaupré embarked on a transformative journey to Chile with the initial goal of honing his Spanish skills and working as a ski instructor. However, this trip took an unexpected turn when he discovered his love for yerba mate, an experience that profoundly altered the trajectory of his life. Yerba mate, a traditional herbal tea made from the Ilex paraguariensis plant, enjoys immense popularity in various South American countries, including Argentina, Chile, Brazil, Paraguay, and Uruguay. Typically consumed from a gourd using a bombilla, a metal straw, yerba mate is more than just a beverage—it's a cultural ritual fostering commensality.
“Mate made me speak Spanish better,” Beaupré humorously remarked, reflecting on the impact of this cultural immersion.
When Beaupré’s partner, Elodie Simard, tried mate, she too found an affinity for the drink, noting its positive effects on her ADHD. After returning to Canada, the couple shared their newfound passion for mate with friends, who quickly developed a taste for it. Soon, Beaupré and Simard found themselves frequently ordering yerba mate for friends and family, playfully becoming their "unofficial mate dealers."
Motivated by their growing passion, a year later, Beaupré and Simard decided to expand their informal distribution into a business venture. They noticed that the branding of existing mate products, predominantly in Spanish, might not resonate with the Canadian market. Beaupré observed that in South America, mate is often sold as a basic commodity. Moreover, they found that most available mate was smoked, a process linked to carcinogenic risks.
Seeking a healthier and more authentic alternative, they traveled to Argentina, where they met several farmers. Eventually, they partnered with a grower who used air-drying techniques for mate, avoiding the smoking process. To preserve the traditional essence of mate, they decided against creating carbonated versions. Instead, they formulated their product based on tereré, a traditional iced mate infused with herbs or juice.
This led to the founding of Mateína in 2017. The company offers loose-leaf yerba mate, rich and earthy in flavor, akin to pu’er tea, and canned versions infused with flavored juices, maintaining the distinct taste of yerba mate.
Nicolas Beaupré and business partner Andrew Huberman, a Stanford neurobiology professor and host of the Huberman Lab podcast, recently introduced Mateína to the U.S. market. This expansion was in collaboration with Tiny, a Canadian venture capital firm. “We envision yerba mate becoming a highly accessible, health-forward beverage, consumed by millions in the U.S. and globally, akin to coffee and tea,” stated Simard.
The launch of Mateína in the international market raises questions about cultural appreciation versus appropriation. In recent times, consumers have demanded sensitivity from brands in representing cultures. Incidents like Ralph Lauren’s use of indigenous designs or Trader Joe’s ethnic labeling of products have sparked controversy. British chef Jamie Oliver has even hired specialists to vet his menus for cultural sensitivity.
Beaupré and Simard, however, do not view their venture as cultural appropriation. They emphasize their commitment to respecting mate’s origins and ensuring fair partnerships with local communities. Their major investor, Huberman, who is half Argentine and holds a majority stake in the business, underscores this commitment.
Consumer attitudes towards cultural appreciation vs. appropriation vary, as Dr. Angela Cruz from Monash University notes. The acceptability often depends on the brand's respect and acknowledgment of the cultural heritage, avoiding stereotypes and engaging genuinely with the culture.
Sabrina Sands, an Argentinian translator living in Florida, sees Mateína as a potential positive force for mate growers in Argentina, providing fair pay and competitive markets. Cami Poggi, an Argentine MBA graduate, expresses excitement over the internationalization of mate, seeing it as a cultural sharing experience.
The story of Mateína is a blend of entrepreneurial spirit, cultural exploration, and the delicate balance of respecting and sharing global cultural traditions. As this traditional South American drink finds its place in new markets, it brings with it questions of cultural exchange, appreciation, and the ever-evolving dialogue around the globalization of local customs and products.
Thanks for listening to Quiet Please. Remember to like and share wherever you get your podcasts

Previous Episode

Andrew Huberman Gets Ready for Bed

Unveiling the Secrets of Sleep: A Peek into Andrew Huberman's Evening Ritual Forget late-night Netflix binges and frantic email checks! For neuroscientist extraordinaire Andrew Huberman, the path to optimal sleep lies in a meticulously crafted evening routine. Forget crash diets and trendy gimmicks; Huberman's approach hinges on understanding the science of sleep and tailoring his night to its rhythm. Fueling for Rest: Huberman's journey begins at dinner, around 6:30 PM. Unlike his daytime meals, designed for alertness, the evening feast becomes a carbohydrate celebration. Why? The science is clear - carbs trigger a tryptophan-serotonin pathway, effectively dimming the cortisol spotlight and paving the way for relaxation. So, picture cozy pasta bowls and steaming soups, partnered with clean protein, not burgers and fries. Lights Out, Screens Down: After dinner, the glow of phone screens fades. Instead, gentle music, absorbing books, and maybe some lighthearted conversation fill the air. This switch isn't just about winding down; it's about mimicking nature's sleep cues. As dusk approaches, Huberman starts dimming the lights, mimicking the sunset and priming his body for melatonin production. Nature's nightlight is ready to kick in! Supplements: A Helping Hand, Not a Magic Bullet: Huberman believes in the power of sleep hygiene, but he also embraces the support of well-chosen supplements. Magnesium threonate or bis-glycinate grace his nighttime routine, deepening sleep quality. Apigenin, a chamomile cousin, and theanine, a GABA booster (avoid it if prone to sleepwalking!), round out his evening cocktail. Beyond Sleep: Non-Sleep Deep Rest: Even Huberman, with his sleep-savvy routine, might occasionally face that unwelcome midnight wake-up. That's when his non-sleep deep rest (NSDR) techniques come in. These mindfulness practices, like slow breathing and visualization, soothe the mind and body, easing him back into slumber's embrace. Huberman's Blueprint: A Guide, Not a Rulebook: Huberman's evening symphony is a testament to his deep understanding of the science of sleep. But it's also a personalized melody, tuned to his specific needs and preferences. The takeaway? There's no one-size-fits-all sleep solution, but Huberman's approach offers valuable insights:

Respect the rhythm: Align your evening with your body's natural sleep-wake cycle.
Mind the fuel: Carbohydrates at night can be your allies, promoting relaxation and sleep.
Dim the lights: Mimic the darkness of night to trigger melatonin production.
Embrace supplements: Carefully chosen supplements can add an extra layer of sleep support.
Practice NSDR: Train your mind and body to find deep rest, even when sleep is elusive.

Huberman's routine is a window into the fascinating world of sleep science. It's a reminder that simple, purposeful tweaks in our evening habits can have a profound impact on our sleep quality and overall well-being. So, why not dim the lights, put down your phone, and embark on your own sleep-enhancing journey? Sweet dreams await! Thanks for listening to Quiet Please. Remember to like and share wherever you get your podcasts.

Next Episode

Huberman Loves Routine

The Five Pillars of Health: How Prioritizing Sleep, Sunlight, Activity, Nutrition and Social Ties Unlocks Vitality As an eternal quest central to the human experience, our collective fixation on seeking ever-elusive youth, vitality and longevity often provokes frenzied responses, especially in modern eras offering endless wellness products, protocols and authority figures vying for advisory attention. Yet amidst this dizzying health media landscape promising the next miracle elixir, fertility fountain, or genetic tweak prolonging our earthly stay, Stanford neurobiology professor Dr. Andrew Huberman suggests returning focus toward life’s simplest repeatable daily actions scientifically proven bolstering mental and physical fortitude can grant more reliable vitality than reactive restrictive biohacking gimmicks.
Rather than fixating on flawed thinking assuming some single supplement, diet overhaul or training regimen alone can solve for holistic well-being once-and-for-all all as new seasons arrive, Huberman proposes committing long term to integrating five essential pillars delivering compound vitality, contentment and resilience advantages daily through persistent tiny habits. Beyond buzzy wellness fads, he spotlights how intentionally scheduling proper sleep, sunlight, physical activity, thoughtful nutrition and social connection every 24 hours manifests compound health. While no spheres function perfectly, collectively they unlock dividends.
Huberman, the host of the popular neuroscience podcast The Huberman Lab, recently shared this folk wisdom grounded framework on Twitter, suggesting everyday wellness boils down to prioritizing simple repeatable practices known for strengthening mental and physical functioning for centuries despite flashy quick-fixes monopolizing New Year’s resolutions. “The most important step toward robust mental & physical health is when we realize that no single protocol, program supplement or Rx is alone going to solve it & we instead initiate a series of daily actions toward persistent wellbeing,” he wrote, affirming lifestyle alchemy. By briefly highlighting modern medical understanding around each of Huberman’s outlined pillars essential toward maintaining lifelong holistic health and why scheduling them daily unlocks amplified vitality, Modern Health can clearly showcase the compound wisdom centering lifestyle factors directly within our control. While some spheres like nutrition offer infinite intricacies to explore separately, distilling essential wellness down to reliable building blocks helps cut confusion. If health journeys ever seem overwhelming, remember progress compounds sticking with simple repeatable fundamentals ahead of specialized biohacks. The Power of Plentiful Sleep The first key Huberman spotlights seem almost mockingly obvious advice with sleep's mystical restorative qualities observed dating to antiquity yet still escaping too many chronically exhausted or stressed adults today - get ample regular nightly rest! Though no universal perfect duration exists meeting every unique body’s needs across life stages, most adults thrive targeting seven to nine nightly hours consistently. Yet between permeating blue light from devices, irregular shiftwork, parenting infants, or anxiety disorders disrupting natural circadian cycles, roughly 70 million Americans suffer chronic sleep deficiencies creating massive risks for nearly every facet of health. Even mild recurrent deprivation accumulating into regular sleep debt over years impairs cognition, worsens mental health, slows metabolism, strains cardiovascular systems, suppresses immune function and accelerates cellular aging. But fortunate news surfaces too - simply righting the resting ship through sleep hygiene habits allowing our body’s intricate biological repair choreography sufficient space nightly can work wonders in reversing damage while maximizing next-day function. As Huberman frequently highlights on his neuroscience podcast which examines sleep mechanics closely, ample nightly rest profoundly supports learning, memory formation, mood stability, neuroplasticity, hormonal regulation from fertility to appetite, immune defense and so much more by orchestrating intricate cellular cleanup roles, toxic flushing and muscle restoration impossible waking. Getting sufficient sleep constitutes our most powerful habit of managing stress while bolstering resilience to life's inevitable obstacles. So while no magic number defines universal needs - with quality and cycles mattering as much as quantity - sticking within general adult guidance targeting seven hours nightly but allowing for flexibility anywhere between six to nine hours helps ensure recharging sleep adequately supports next-day vitality barring any diagnosable conditions. Consistency equally matters following natural bio rhythms so aim for similar bedtimes without wild weekend deviations. The key remains vigilantly minimizing unnece...