Barron Trump’s new business venture is igniting intense controversy just weeks before its official launch. Sollos Yerba Mate, a canned yerba mate beverage company listing the 20-year-old as a director, is facing sharp criticism and cultural appropriation accusations on social media.
The launch, scheduled for May, is being overshadowed by backlash from consumers and cultural advocates who claim the product misappropriates a deeply rooted Indigenous South American tradition. Yerba mate is a traditional herbal tea originating with the Guaraní people and holds cultural significance in Paraguay and broader South America.
Social Media Erupts Over Cultural Appropriation Claims
Sollos Yerba Mate’s Instagram page was flooded with critical messages following teasers for the upcoming product. Many commenters accused the Trump family of profiting from Latin American culture despite former President Donald Trump’s administration’s controversial immigration policies targeting Latino communities.
“Nice cultural appropriation… They don’t want Latinos in the U.S. but they want their products,” one Instagram user wrote.
Another added, “Funny the name is Sollos… Spanish words. Given Daddy Cheeto’s policies, shouldn’t this be called ICE or WHITE or something??”
Others highlighted the cultural and historical value of yerba mate itself. One comment read: “Yerba mate carries real history and survival, and shouldn’t be sold by the son of the man who loathes Latinos.”
Company Roots and Leadership
Sollos is said to draw inspiration from South Florida’s outdoor lifestyle, with the brand name deriving from the Spanish word for sun, “sol.” According to its LinkedIn page, the company was created “to complement life in the ‘Sunshine State.’”
Beyond Barron Trump, the company’s registration documents name four other directors: Spencer Bernstein, Rudolfo Castello, Stephen Hall, and Valentino Gomez. Bernstein and Hall recently announced on LinkedIn that they paused their studies at Villanova University and University of Notre Dame to focus on the business with “a few close friends.”
Why This Matters Now
The public backlash shines a spotlight on tensions between American corporate ventures and cultural respect. The controversy surrounding Sollos Yerba Mate underscores the growing demand for brands to engage ethically with cultural products and traditions.
For North Carolina and US readers, the case exemplifies broader issues of cultural sensitivity and immigrant community advocacy, especially amid ongoing immigration debates nationwide.
What’s Next?
As Sollos Yerba Mate prepares for its May debut, it remains to be seen whether the brand will address the cultural criticism or adjust its marketing approach. Social media activity around the launch continues to build, indicating this story will develop further in the coming weeks.
Readers should watch for updates on the company’s response and the impact of this controversy on its market reception.
