Yerba Mate, Focus and Long Working Days: A Founder’s Personal Ritual

Building something from the ground up rarely follows a normal nine-to-five schedule.

Over the past weeks, much of my time has gone into building Nordic Ritual Group: website development, supplier outreach, international sourcing, product strategy, branding, e-commerce, B2B planning and countless small decisions that come with creating something from the beginning.

Some working days are normal. Others are not.

During long and demanding building sessions, yerba mate has become an essential part of my personal ritual.

More Than a Source of Caffeine

Yerba mate is a traditional South American infusion prepared from the leaves of Ilex paraguariensis. For generations, it has been deeply embedded in the cultures of countries such as Uruguay, Argentina, Paraguay and southern Brazil.

Today, it is increasingly attracting international interest among people looking for alternatives to coffee and conventional energy drinks.

One reason is its naturally complex composition.

Yerba mate naturally contains caffeine, alongside other compounds including theobromine and a broad range of polyphenols. This combination is one reason many people describe the experience of drinking mate differently from drinking coffee.

Individual responses vary, and yerba mate should not be presented as a magical productivity solution. But for me personally, the experience has been meaningful.

Focus During Demanding Building Days

On long and intense working days, I often need to move between very different types of tasks:

• website development
• supplier communication
• international sourcing
• product strategy
• branding
• e-commerce
• B2B planning
• research and decision-making

These tasks require sustained attention rather than a short burst of stimulation.

Yerba mate has become part of the ritual that I feel helps me stay focused and energized during demanding stretches of work.

Some of my longest building sessions have extended beyond 12 hours. On exceptional occasions, I have worked for up to 24 hours while building the foundations of Nordic Ritual Group.

That is a personal experience — not a promise of what yerba mate will do for everyone.

For me, however, mate has become a valuable companion during the process.

What About “Mateine”?

The term mateine is often used online to describe the stimulating effects of yerba mate.

However, an important clarification is needed: mateine is not scientifically established as a separate magical form of caffeine. The principal stimulant in yerba mate is caffeine.

What makes the experience interesting is the broader natural composition of the plant, including caffeine, theobromine, polyphenols and other compounds.

The way a person experiences yerba mate can also depend on preparation method, dose, individual caffeine sensitivity, tolerance, food intake and many other factors.

This is why responsible communication matters.

At Nordic Ritual Group, we want to build interest around yerba mate without relying on myths that cannot be supported.

More Than Productivity

For me, yerba mate is not only about energy or focus.

It is also about ritual.

Preparing the mate. Filling the gourd. Adding water. Returning to the work. Sharing mate with another person. Taking a brief moment before continuing.

Across South America, mate has long represented connection, hospitality and shared time.

That cultural dimension matters deeply to the vision behind Nordic Ritual Group.

We are not simply interested in selling another caffeinated product.

We are building a Nordic import, distribution and consumer brand platform for premium South American products, functional beverages and future wellness innovations — beginning with yerba mate.

Building Something That Matters

There is still a long road ahead.

Suppliers must be found. Partnerships must be built. Products must be selected carefully. Logistics must work. Regulations must be respected. Customers must trust what we create.

But every long day contributes to something larger.

For me, yerba mate has become part of that journey — a personal ritual during the process of building Nordic Ritual Group from the ground up.

Beginning with yerba mate. Building a legacy.