Paraguay yerba mate industry targets international market expansion

Stakeholders in the Paraguayan yerba mate industry are focusing on transitioning from a high-volume production model to one that emphasizes value-added products, competitiveness, and sustainability. During celebrations for Yerba Mate Day, Eduardo Oswald, president of the Centro Yerbatero Paraguayo, noted that the sector supports over 55,000 families and plays a vital role in the national economy.

To expand its international footprint, the industry is working with the Comisión Mixta de la Yerba Mate to establish a strategic roadmap. Recent commercial missions have targeted Middle Eastern markets, specifically Turkey and Azerbaijan, to promote industrialization and new consumption methods. Future expansion efforts aim to reach regions such as Syria.

On a consumer level, industry experts highlight that product quality and longevity depend on raw material composition, processing, and milling techniques. Proper milling is essential to balance flavor intensity and prevent issues like straw blockage during consumption.