# CBSé

CBSé is an Argentinian brand of yerba mate that has been in the market for more than forty years. It was the first brand to create yerba mate compuesta, which is a mix of yerba mate and herbs. The company produces different types of yerba mate as well as other related products.

## Origin

CBSé was founded in 1978 by Florentino Orquera and María Amelia Elizagaray in San Francisco, Córdoba. Their motivation began with the goal of improving their family's economic prospects. Identifying an untapped market for mixed yerba mate, Florentino and María began formulating unique combinations in their home. These experimental efforts led to the birth of "Hierbas Serranas", which was the first yerba mate product in Argentina to feature added herbs. Florentino chose the brand name "CBSé" to signify the Spanish verb "cebar," referring to the act of preparing mate. Initial sales took place within local markets, often involving bicycle deliveries and cartons featuring hand-painted logos.

## Expansion

CBSé expanded its reach in 1982, as it transitioned from operating within the family home to a plant in Frontera, Santa Fe, covering an area of 15,000 m$^2$ on 8 hectares. In 1993, CBSé's administrative offices opened in Buenos Aires, marking a strategic step in the company's development. The brand ventured into cultivating its own aromatic herbs in the fertile Valle Fértil of San Juan in 1994, bringing a diverse range of flavors to its offerings. In 1998, CBSé extended its presence to Misiones with the establishment of the Establecimiento Santa Ana, covering 12,000 m$^2$ on 25 hectares. The year 2010 saw CBSé expand its infrastructure by setting up three drying facilities in Capioví, San Pedro, and Andresito, Misiones.

## Innovations

The year 1997 witnessed CBSé's introduction of the first flavored yerba mate products in the market. The launch included orange, lemon, grapefruit, and coffee flavors, creating a new dimension in the yerba mate industry. In 2011, the brand unveiled the "Hierbas Cuyanas" line, showcasing a unique mix of boldo (Peumus boldus), melissa (Melissa officinalis), fennel (Foeniculum vulgare), chamomile (Chamaemelum nobile), and mint (Mentha). The year 2017 marked the launch of "Mi Primer Mate," a limited-edition line designed for children, and the rebranding of the "Energía" variety as "CBSé Guaraná" with illuminating packaging. In 2018, CBSé unveiled the premium "CBSé Etiqueta Negra," a version of the traditional Hierbas Serranas composed of yerba mate and premium herbs aged naturally for 18 months.

## Modernization

A significant milestone in 2013 was CBSé's reimagining of its product packaging, incorporating a modernist aesthetic to enhance marketing appeal. Sol Orquera, the CEO and daughter of Florentino, played a pivotal role in modernizing the brand's marketing efforts, developing campaigns, overseeing rebranding initiatives, and revitalizing the brand's online presence. CBSé advocated for cultural recognition in 2015 by petitioning the Unicode Consortium to include the mate as an emoji, reinforcing its significance in Argentine heritage. Continuing its trend of innovation, CBSé introduced "Mateando", the world's first Mate Food Truck, in 2016.

## Market and distribution

CBSé is one of the main brands in the national market. According to a survey by Economic, Establecimiento Santa Ana, responsible for CBSé distribution, ranks third in the yerba mate field, with 22 million kilos on display in supermarkets. The first and second places belong to Taragüí (Establecimiento Las Marías) and Playadito (Cooperativa Liebig) respectively. After the company expanded in the national market with the introduction of flavored varieties in the late 1990s, CBSé earned ISO 9001-2000 quality certification. This certification enabled it to export its products to Uruguay, Paraguay, the USA, and Spain.
In 2021, CBSé's label entered the Middle East with a customized 250-gram packaging. The brand exported over a million kilos in that year. However, exports account for only 2 percent of their sales.
Currently, CBSé distributes its products to different countries around the world. In America, their products are exported to Bolivia, Canada, Chile, Mexico, Paraguay, Peru and the US; in Europe, to the Czech Republic, Denmark, France, Germany, Italy, Poland and Spain. They also export to Australia and the United Arab Emirates.

## Facilities

The company currently has six facilities located in different parts of Argentina. CBSé’s administrative headquarters are based in Buenos Aires. Its industrial facility, Establecimiento Santa Ana, is located in Santa Ana, Misiones. They also have three drying facilities in Misiones, one in Capioví, one in San Pedro and another in Andresito. In addition to these, they grow their own crops of aromatic herbs in Valle Fértil, San Juan. Their facility Planta Frontera in Santa Fé functions as a bagging plant.

## Different types of yerba mate and other products

These varieties include flavored yerba mate, which contains added flavor, yerba mate mixed with different herbs that add aromatic properties, a sweetened variety and a variety with added nutrients. The following is a list of the different varieties mentioned on their website.
Flavored: ginger, guaraná, berries (blueberry, raspberry, cherry and strawberry), pear and green apple, tropical fruits (passion fruit, mango, papaya and orange), orange, grapefruit, and lemon.
With herbs: mountain herbs (mint (Mentha), pennyroyal (Mentha pulegium) and peperina (Minthostachys verticillata)), herbs from the Cuyo region (pennyroyal (Mentha pulegium), boldo (Peumus boldus), fennel (Foeniculum vulgare), lemon balm (Melissa officinalis), incayuyo (Lippia integrifolia), coriander (Coriandrum sativum), chamomile (Chamaemelum nobile), mint), and herbs from the Argentinian littoral region (lemon verbena (Aloysia citrodora), mint and coriander with a touch of lime).
Sweet: “Endulife” (with stevia), and honey.
Healthy: “Silueta” (with sweet briar (Rosa rubiginosa), pennyroyal, fennel, Fucus, mint, lemon verbena and boldo, and vitamins B1, B2, B5, B6, B9, B12 and Zinc), and “Regulasé” (with prebiotics and a touch of plum).
Other products that can be found on their website are different types of mates, a mate bag, a vacuum flask, a drinking straw, and flavored mate cocido.