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In Ecuador, a natural beverage is rooted in Indigenous tradition

AMAZON RAIN FOREST :: ECUADOR

When Esthela Noteno lost her job at Ecuador’s Nueva Loja Ecological Park during COVID-19, she didn’t expect to start an Indigenous enterprise in her home village of Domingo Calapucha. But she had an ace up her sleeve—her grandmother’s recipe for guayusa, an herbal drink traditional to the Amazon—and she was inspired to turn the beverage into a business.

Esthela Noteno standing with hands on hips
As a Kichwa woman, Noteno is part of the largest Indigenous group in Ecuador. She decided to explore the business potential of guayusa, which is brewed from the leaves of the native guayusa plant.

© JOEL HEIM/WWF-ECUADOR

Women standing and stirring a hot pot
PAYING RESPECT When Noteno launched Andi Wayusa in 2020, she honored her grandmother Juana Andi by using both her recipe and her last name. Traditionally, the drink is sipped in the morning and has about the same caffeine content as coffee.

© JOEL HEIM/WWF-ECUADOR

Woman in mask holding bucket of leaves
NEW TASTES With help from relatives, Noteno started by producing 150 bottles a week. She added flavors like hibiscus and passionfruit to modernize the traditional taste.

© MARIA JOSE TORRES/WWF-ECUADOR

A blue bottle with the words "Andi WayUSA"
GOING BIGGER The WWF-managed Amazon Indigenous Rights and Resources project—funded by USAID—fostered collaboration with CONFENIAE, an Indigenous organization, and supported Noteno to expand Andi Wayusa. By 2023, the company was selling 2,000 bottles a month.

© JOEL HEIM/WWF-ECUADOR

Women sitting in a row preparing ingredients
A TRADITION Noteno’s business has generated income for her family and community. But it’s not only about the profits—Andi Wayusa also helps keep the guayusa culture alive.

© JOEL HEIM/WWF-ECUADOR

Black and white lemurs jumping on 2 feet

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