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A Biographical Sketch of Yerba Mate

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Green Gold

Part of the book series: SpringerBriefs in Latin American Studies ((BRIEFSLAS))

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Abstract

This chapter provides an overview of yerba mate’s use, biogeography, history, and current proliferation. In outlining the recent attempts at the “new” commodity’s global spread, I focus on the marketing strategies of several major firms representing various segments of yerba mate’s mature domestic market, as well as its emerging global market. Furthermore, I detail the branding efforts of the Instituto Nacional de la Yerba Mate (an Argentine quasi-governmental organization) and how they help construct meaning.

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Authors and Affiliations

  1. Department of Geography and Anthropology, Louisiana State University, Baton Rouge, LA, USA

    Adam S. Dohrenwend

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  1. Adam S. Dohrenwend
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Correspondence to Adam S. Dohrenwend .

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Dohrenwend, A.S. (2021). A Biographical Sketch of Yerba Mate. In: Green Gold. SpringerBriefs in Latin American Studies. Springer, Cham. https://doi.org/10.1007/978-3-030-82011-4_2

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