Caamate.
Caamate is a German, founder-owned DTC e-commerce brand founded in 2013 that sells organic, air-dried, fair-traded mate tea, syrups, and preparation accessories to health-conscious consumers and mate culture enthusiasts across Europe via its Shopify storefront, a B2B wholesale program, and a subscription tier.
- Company typePrivate
- Founded2013
- HeadquartersBurghausen, Germany
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Caamate. does
Caamate (trading as "caámate") is a German-based, founder-owned direct-to-consumer brand specializing in organic, air-dried, fair-traded mate tea and related accessories. Founded in 2013 by Jared Herbing and Johan Meyer, the company was created to address a gap in the German market for bio, air-dried, plastic-free mate — a combination not previously available domestically. It sources raw material through direct partnerships with producers in Argentina, Brazil, and Paraguay established in 2016, and operates under EU organic certification (DE-ÖKO-006). The core portfolio spans multiple mate varieties (green, Yerba, Erva, mild, roasted, and powder), mate syrups for lemonade preparation, and an expanding hardware/accessories line that includes ceramic Cuia cups, stainless steel mate sets, French Press systems, Bombillas (drinking straws), thermos flasks, and balance inserts, plus gift vouchers.
The business model is primarily DTC e-commerce through a Shopify storefront at caamate.de, shipping across the EU, the UK, Switzerland, and Sweden with multi-currency support. This is complemented by a B2B wholesale program ("Händler werden") with a dedicated login portal serving physical retail partners across Germany and other countries, and a recurring subscription tier ("caámate Abo") offering flexible delivery intervals and a 5% discount. Marketing is content-led, leveraging an educational blog on mate culture, Instagram, TikTok, YouTube, and Facebook, supported by an ambassador program and email newsletter. The company's differentiation rests on its bundled positioning — 100% bio, air-dried (no PAK contamination from smoke contact), fair and direct trade, and plastic-free delivery — rather than on proprietary technology patents.
Operationally, Caamate is structured as a sole proprietorship operated by Jared Herbing, with co-founder Johan Meyer, and is bootstrapped with no external investors, no disclosed funding rounds, and no disclosed headcount. Pricing is unit-based across a low-to-mid AOV range (mate teas starting at €3.51; syrup €9.99; ceramic cups €21.90; stainless steel sets €32.90). The company uses standard e-commerce tooling — Shopify, JTL-Software-GmbH for order/contract processing, Judge.me for reviews, and PayPal/Klarna/Shop Pay for payments — and does not disclose AI/ML capabilities. Revenue is not publicly reported.
Caamate. firmographics
Firmographics- Name
- Caamate.
- Legal name
- Caamate (operated by Jared Herbing)
- Website
- https://caamate.de
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Caamate is a German, founder-owned DTC e-commerce brand founded in 2013 that sells organic, air-dried, fair-traded mate tea, syrups, and preparation accessories to health-conscious consumers and mate culture enthusiasts across Europe via its Shopify storefront, a B2B wholesale program, and a subscription tier.
- Ownership category
- akta.pro rank
Caamate. industry classification
Industry- Product category
- Specialty Tea
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
- akta.pro secondary industries
- Probiotic/Prebiotic Functional Beverage Production (Non-Fermented) (AFAFAFAE), Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
Keywords
Where Caamate. is headquartered
LocationHeadquarters
- HQ city
- Burghausen
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Caamate. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Online sales through own Shopify storefront (caamate.de) offering mate tea, mate cups, accessories, and sets directly to consumers in Germany and across Europe
- B2B Wholesale: Wholesale distribution to retail partners through B2B registration program, supplying mate products to physical stores
- Subscription (Abo): Recurring monthly or bi-monthly subscription model for mate products including 5% savings, with flexible delivery intervals
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mate Set Edelstahl - Complete starter set with mate cup, bombilla, balance insert, and 3 mate tea varieties (300g) |
| Unit Pricing | Pay-as-you-go | Mate Sirup - 500ml glass bottle makes 8L mate lemonade |
| Unit Pricing | Pay-as-you-go | Mate Tee Probierset - 4 varieties, 400g total |
| Unit Pricing | Pay-as-you-go | Cuia (Keramik Mate Cup) |
| Unit Pricing | Pay-as-you-go | Bombilla (Mate Straw) |
| Unit Pricing | Pay-as-you-go | Mate Tea varieties |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Caamate. product offering
Product offeringCore offering
Caamate is a Germany-based direct-to-consumer e-commerce brand selling organic, air-dried, fair-trade mate tea (green, Yerba, Erva, mild, roasted varieties, and powder), bio mate syrups, and a full range of mate preparation accessories including cups, bombillas, thermos flasks, French presses, balance inserts, and complete starter sets. Products are sourced from South American mixed-forest producers, air-dried without smoke contact to avoid PAK contamination, and shipped plastic-free across Europe and the UK, with an optional recurring subscription.
Product overview
Caamate is a direct-to-consumer bio mate tea brand offering a portfolio of mate tea products and accessories. The core product line consists of organic mate teas in various forms (green, Yerba, Erva, mild, roasted) and mate powder, complemented by bio mate syrups in natural and roasted varieties. The company also sells complete mate preparation sets (Cuia, stainless steel, ceramic) that bundle mate cups, drinking straws (Bombillas), and tea varieties together for beginners. Accessories include mate cups (stainless steel and ceramic), drinking straws, thermos flasks, French presses, tea strainers, and balance inserts. The products are sourced from South American mixed forests, air-dried without smoke contact, and certified organic (DE-ÖKO-006). The portfolio positions mate as both a traditional cultural drink and a modern beverage alternative.
Differentiator
Problem solved
Functional benefit
Products and services
- Bio Mate Tee grün Pure green mate tea made from fine mate leaves without branches or powder; fresh, clear, and gently herbaceous in taste. For consumers seeking a natural caffeine alternative.
- Bio Yerba Mate Argentine-style naturally aged mate with leaves, branches and powder; round, mature, full-bodied with a lingering finish. For consumers seeking a traditional mate experience.
- Bio Erva Mate Brazilian-style fresh mate with green leaves, branches and a hint of powder; creamy-mild, slightly sweet-herbaceous with a typical Brazilian note.
- Bio Mate Tee grün - mild Mild green mate tea made from pure leaves; clear, intense, and the energizing variety among Caamate's mate types.
- Bio Mate Tee geröstet Roasted mate tea with a distinctive roasted aroma reminiscent of a mix of coffee and black tea.
- Bio Matepulver grün Green mate powder for traditional preparation, especially suitable for Brazilian-style Chimarrão.
- Mate Sirup Bio Natur Natural bio mate syrup concentrate that makes approximately 8 liters of mate lemonade when mixed with water; for consumers wanting a non-traditional mate beverage format.
- Mate Sirup Bio Geröstet Roasted bio mate syrup with intense roasted aroma and characteristic flavor; approximately 8 liters of beverage per 500 ml bottle.
- Mate Tee Set - Cuia Complete mate set including ceramic Cuia, stainless steel Bombilla, and three bio mate varieties for Brazilian-style preparation; for beginners exploring mate.
- Mate Set Edelstahl Complete starter set with double-walled insulated stainless steel mate cup, Bombilla, balance insert, three bio mate varieties (300g), and preparation guide; for first-time mate drinkers.
- Mate Set Keramik Ceramic mate set with vintage glaze finish, stainless steel Bombilla, and three mate varieties; for traditional mate preparation.
- French Press Edelstahl Set Stainless steel French press mate set for easy preparation — mate in, water on, press and enjoy; for beginners preferring simpler preparation.
- Mate Tee Probierset Discovery set with four bio mate varieties (400g total): green mate, Erva mate, Yerba mate, and roasted mate; for consumers new to mate.
- Die Cuia (Ceramic Mate Cup) Brazilian mate cup made of ceramic with plate design; the easiest way to prepare mate, with mate resting on the rim rather than submerged.
- Matebecher Edelstahl Double-walled insulated stainless steel mate cup; breakproof and ideal for on-the-go use.
- Bombilla - Die Klassische Stainless steel Bombilla with spoon sieve; the classic mate drinking straw with fine filter that reliably filters even fine mate mixtures.
- Mate Balance - Einsatz Stainless steel ring insert for mate cup that allows controlled dosing of mate and more even flavor from first to last sip.
- French Press Klassik Edelstahl Stainless steel French press available in 350ml, 600ml and 1000ml sizes with fine filter.
- Mate Thermo 1L 1-liter mate thermos flask in black, double-walled stainless steel and leak-proof.
- caámate-Gutschein (Gift Voucher) Gift vouchers starting at €11.90 for gifting mate products to friends and family.
- caámate Abo (Mate Subscription) Recurring monthly or bi-monthly subscription for mate products with 5% savings versus one-off purchases and flexible delivery intervals.
Quantifiable outcome
- One 500ml bottle of mate syrup makes up to 8 liters of mate lemonade
- +2 more outcomes
Companies that use Caamate.
Customer profileSegments3 records
Ideal customer profiles4 records
Caamate. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
Caamate. partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Caamate. competitors and assessment
Company assessmentBroad incumbents
- Traditional Medicinals: North American herbal tea company focused on functional, plant-based wellness teas. Comparable on organic certification, functional positioning, and broad retail distribution in the herbal tea category.
- Lebensbaum: Established German organic tea, coffee, and spice brand. Comparable on organic certification, premium positioning, and German food retail distribution; a benchmark for what scale looks like in German organic tea.
- fritz-kola: Independent German beverage brand built on differentiation, sustainability, and content-led marketing. Comparable as a German-born, founder-driven CPG brand scaling premium positioning through DTC and selective retail.
- Yogi Tea: Global functional/herbal tea brand with strong organic and sustainability credentials. Comparable as a content-driven herbal/functional tea brand using wellness positioning similar to Caamate's health and sustainability messaging.
- TeeGschwendner: Germany's largest specialty tea retailer with both retail stores and wholesale. Useful reference for German tea assortment, customer education, and B2B distribution in the same category.
- Pukka Herbs: UK-based organic herbal tea brand with strong sustainability and ethical sourcing positioning. Comparable premium organic herbal/functional tea peer with similar brand-led growth motion.
- Teehaus Ronnefeldt: Premium German tea brand serving hotels, restaurants, and retail. Comparable on premium tea assortment and B2B hospitality/retail distribution channels in the DACH market.
Emerging players
- Mateína: Argentine mate brand exporting globally. Direct regional peer to source from, comparable on traditional mate varieties and South American provenance, useful benchmark for cross-border mate category dynamics.
Direct peers
- Yerba Mate Company (formerly Guayaki): Largest branded yerba mate company in the US, selling bottled and loose-leaf organic, fair-trade mate. Most direct comparable for Caamate's positioning around organic, sustainably sourced, fair-trade mate with a strong DTC and content-led brand.
- Club-Mate: Iconic German carbonated mate drink. Targets the same German-speaking mate-curious consumer base as Caamate, but in a ready-to-drink carbonated format; useful direct reference for the German mate market and category sizing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Caamate. social profiles
Digital presenceCaamate. compliance and trust
Trust signalCompliance1 record
Caamate. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Caamate. leadership team
Management profileNumber of profiles
Profiles2 records
Caamate. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Caamate. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Caamate.
What does Caamate. do?
Caamate is a Germany-based direct-to-consumer e-commerce brand selling organic, air-dried, fair-trade mate tea (green, Yerba, Erva, mild, roasted varieties, and powder), bio mate syrups, and a full range of mate preparation accessories including cups, bombillas, thermos flasks, French presses, balance inserts, and complete starter sets. Products are sourced from South American mixed-forest producers, air-dried without smoke contact to avoid PAK contamination, and shipped plastic-free across Europe and the UK, with an optional recurring subscription.
Is Caamate. a public or private company?
Caamate. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Caamate. founded?
Caamate. was founded in 2013. It employs 1 to 10 people.
Where is Caamate. based?
Caamate. is headquartered in Burghausen, Germany, in the Europe region.
How does Caamate. make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are B2B Wholesale and subscription (Abo).
Who are Caamate.'s main competitors?
Broad incumbents on record are Traditional Medicinals, Lebensbaum, fritz-kola, Yogi Tea, TeeGschwendner, Pukka Herbs and Teehaus Ronnefeldt. Mateína is listed as an emerging player. Direct peers are Yerba Mate Company (formerly Guayaki) and Club-Mate.
Does Caamate. have an API?
No public API is recorded for Caamate..
What industry is Caamate. in?
Caamate.'s product category is Specialty Tea. Its primary akta.pro industry code is CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates), with a secondary code of AFAFAFAE, Probiotic/Prebiotic Functional Beverage Production (Non-Fermented). Its NAICS code is 311920 and its SIC code is 2080.