A Sebastopol family startup is putting a centuries-old Paraguayan tradition into a can — and doing it from the same small city that built the nation’s leading yerba mate brand.
Key Takeaways
- Katú, co-founded by Sebastopol resident Arturo Diaz, a native of Paraguay, launched ready-to-drink canned yerba mate in 2026 after nearly a decade of planning.
- The family-run company uses organic leaves sourced from roughly 60 Paraguayan farms, aged at least 18 months for a smoother, less bitter flavor.
- Products are now on shelves at about 60 stores across Napa and Sonoma counties, including Oliver’s Market, El Rey, and Made Local.
- A new Southern California distributor agreement will bring Katú to Lazy Acres locations in Los Angeles, with a goal of 100-plus stores by end of 2026.
- The startup shares its hometown with Guayaki, the country’s dominant yerba mate brand — also based in Sebastopol.
A tradition from Paraguay, bottled in the North Bay
Arturo Diaz began planning Katú in 2016, drawing on his roots in Paraguay, where yerba mate is the national drink — consumed daily and passed among friends and family in a shared gourd. He wanted to bring that experience to the North Bay in a form that didn’t require a bombilla straw or loose-leaf preparation. The project started inside Tuka, a Santa Rosa-based small-business incubator, before Katú found its own commercial kitchen in Sebastopol, with early backing from a local Sebastopol family.
The result is a line of six ready-to-drink canned varieties — roasted and unroasted — with flavors including hibiscus, peppermint, mocha, and latte. According to the Press Democrat, Katú sources organic leaves from approximately 60 small farms in Paraguay and ages them a minimum of 18 months, producing a mellow, complex flavor the founders say sets it apart from mass-market options. The brand also sells loose-leaf bags called “Kojoi” and recently added tea bags.
“People in Paraguay have been drinking yerba mate for thousands of years,” Diaz told the Press Democrat. “It’s an honor and a privilege to continue that tradition with our own version of yerba mate here.”
Competing with a hometown giant
Katú isn’t entering an open field. Guayaki — the Sebastopol-founded company that has dominated the U.S. yerba mate market for decades — operates from the same small Sonoma County city. CEO Matt Wells says Katú has found its edge in the roasting process. “We are the first to put roasted mate in a can,” Wells told the Press Democrat. “People want caffeine, but they don’t want it from coffee. We’re giving them an alternative that is a little more natural.”
A serving of yerba mate carries roughly 80 milligrams of caffeine — about half that of a cup of coffee — which the Katú founders say produces sustained energy without jitters or a crash. It’s a positioning that North Bay consumers, already attuned to small-batch and functional beverages, may find familiar, much as they embraced Clover Sonoma’s return to locally made products after a years-long absence.
The business is a genuine family enterprise. Diaz’s son Aaron, 22, serves as head roaster; his sister Celeste handles blending; and his wife Elba Sanchez oversees quality control and certifications.
Growing the footprint
Katú is currently stocked at roughly 60 stores across Napa and Sonoma counties — including Oliver’s Market locations, El Rey in Rohnert Park, El Torito in Santa Rosa, and Made Local shops in Montgomery Village and Novato — plus Amazon. A new distributor agreement will put Katú on shelves at Lazy Acres locations in the Los Angeles area, the company’s first push south of the Bay Area. The goal is to surpass 100 stores by the end of 2026.
Willow Fish Peterson, owner of Made Local, called Katú a natural fit for a community-focused retailer. “Katú brings us a product line made with intention,” she told the Press Democrat. “As a community-driven shop, we look for products that reflect North Bay values — small-batch quality, transparent ingredients, and real people behind the brand.” The brand’s emergence is part of a broader shift in North Bay business: even as longtime local retailers like Sacks in Petaluma have shuttered, immigrant-founded businesses are planting new roots and building regional distribution networks.
Frequently Asked Questions
Where can I buy Katú yerba mate in Sonoma County?
Katú is available at Oliver’s Market locations, El Rey in Rohnert Park, El Torito in Santa Rosa, and Made Local shops in Montgomery Village and Novato, as well as on Amazon. The company plans to exceed 100 stores across California by the end of 2026.
How is Katú different from Guayaki?
Both brands are based in Sebastopol, but Katú differentiates through a roasting process CEO Matt Wells says is unique in the canned mate market, paired with an 18-month leaf-aging step designed to reduce bitterness. Leaves are sourced directly from roughly 60 small farms in Paraguay. Wells says Katú is the first company to sell roasted yerba mate in a can.
What does yerba mate taste like, and how much caffeine does it have?
Yerba mate is an herbal drink made from the leaves of the Ilex paraguariensis plant, with a flavor that is earthy and slightly grassy — roasted varieties tend to be milder and nuttier. A serving contains roughly 80 milligrams of caffeine, about half that of a standard cup of coffee, which the Katú founders say delivers steady energy without the jitters or crash associated with higher-caffeine drinks.
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