Food Pioneers Program - What Suza and Elisa of Mati are taking away from the program
- Aug 6
- 4 min read
When Suza and Elisa of Mati joined the Food Pioneers Program, they were in the middle of producing their first batch of organic yerba mate. A lot has happened since then: Mati is now available at more than 65 locations across Amsterdam.
It was a flying start, but that is when the real work began. Where should they focus their attention, and what does the company need to take its next step? We spoke with Suza and Elisa about Mati, the lessons they have learned through the Food Pioneers Program and what they want to work on over the coming months.
First, could you introduce yourselves and tell us how Mati started?
“We are Suza and Elisa, the founders of Mati. The idea for Mati began on a terrace and came from something we felt was missing. We wanted a refreshing drink without sugar or sweeteners. But when you look for that, you often end up with sparkling water, and we were looking for something different.
During a trip to Brazil, Elisa discovered yerba mate. It has been enjoyed there for generations, not only as a source of natural energy but also as a social ritual.
That is how Mati began: organic yerba mate made with roasted yerba mate leaves, guarana and lemon.
We launched our first batch in April this year and are now stocked at more than 65 locations across Amsterdam.”
Your first batch was produced around the same time the program started. What was that period like?
“Yes, that was exactly when we entered the market. Everything was moving incredibly quickly, and that first production run immediately became a major lesson for us as entrepreneurs.
The batch was delayed because the pallets turned out not to fit. And the first program day was scheduled for the following day, so it was a pretty stressful situation.
Fortunately, we just made it. The first batch worked out, and the next day we arrived at the start of the program full of fresh energy.
That day immediately confirmed why we're participating in the Food Pioneers Program. We want to learn from entrepreneurs who are already a few steps ahead of us. We're looking for knowledge and a network of people who understand what it takes to build a food brand from scratch.”
Why is the Food Pioneers Program particularly relevant to you at this stage?
“As a starting entrepreneur, you are often mainly focused on the short term. Production needs to run smoothly, you need to generate sales and you are constantly thinking about distribution and retail.
We joined the program because we wanted to take a step back and think about the direction we want to take Mati in.
You also meet other entrepreneurs facing similar challenges. That means you do not have to figure everything out by yourself.”
What have you learned so far?
“Above all, that you do not need to say ‘yes’ to everything at once. In the beginning, you want to seize every opportunity, but sometimes the greatest growth comes from focus.
We have also started looking more critically at our positioning. Not everyone needs to be part of our target audience. The clearer your choices are, the stronger your brand becomes.
We are also making a more conscious effort to think about the long term. Where do we want to go, and which decisions will help us get there? That is something you do not always find time for when you are caught up in day-to-day operations.”
For Mati, the program therefore provides greater focus and more room to make strategic decisions. The program days, conversations with other entrepreneurs and feedback from experts help Suza and Elisa determine their next steps more deliberately.
What is currently Mati’s biggest challenge?
“Finding the right balance between growth and maintaining quality. We want to grow quickly, but in a way that fits Mati.
As a young brand, it also remains challenging to stand out among major players with enormous marketing budgets. That is why we invest heavily in community building and word-of-mouth.”
What do you need to take the next step?
“Capital. Building a drinks brand is capital-intensive. So far, we have financed everything with our own savings, but as the company grows, so does the need for working capital.
You need to run larger production batches, purchase more stock and invest in distribution, marketing and visibility. Those costs increasingly need to be made before the revenue comes in.
We can see that there is demand and that people are enthusiastic once they taste Mati. Additional capital would mainly help us accelerate that growth and take the step from a promising startup to a brand available at many more locations throughout the Netherlands.”
What do you want to work on as you move towards the Pitch Event?
“We want to work on our pitch and receive critical feedback. People who look at your company with a fresh perspective help you become more focused.
We are also looking forward to making new connections with entrepreneurs, investors and partners.”
As the Pitch Event approaches, Mati will continue working on its story and a clear growth proposition. It is an important next step for a brand that has established its first position in the market within a relatively short time.
And if everything falls into place, where will Mati be in three years?
“In three years, we hope Mati will have become a familiar part of the Dutch streetscape. We want people to find us in cafés, gyms, supermarkets and at festivals.
More importantly, we hope Mati will have become a community: a brand that brings people together around natural energy, Brazilian culture and meaningful moments.
Ultimately, we dream of building the largest yerba mate community in Europe.”
Towards the Pitch Event on 8 October
Mati and the other Food Pioneers are working towards the Pitch Event, where they will present their businesses to a jury and a broad audience. During the event, they will show the progress they have made and outline the next phase they have in mind.
Three participants will also have the opportunity to secure at least €50,000 in growth capital.
Curious to meet Mati and the other food entrepreneurs who will help shape the food landscape in the years ahead? Meet them at the Food Pioneers Pitch Event. Mark 8 October in your calendar and stay informed.
