Short History of Taragüi Yerba Mate in Argentina

The origin of yerba mate Taragüi is found in the Vuelta del Ombú room. It was acquired by the Uruguayan Víctor Navajas (one of the refounders of the city of Santo Tomé, Corrientes) after the War of Paraguay. One of his sons, Adolfo Navajas, inherited a portion in the southern fraction, which shortly before his death, in 1912, baptized Las Marías, for being near the Santa María Jesuit chapel. In that same year, his widow, Concepción Centeno de Navajas, unsuccessfully made the first planting of grass in the place.

His son, Víctor Elías Navajas Centeno, tried again twelve years later, and his perseverance resulted in the planting of the southernmost maté of the planet. Some time later he decided to pack it at source, and baptized his grass with the name that the Guarani gave to the city of Corrientes: Taragüi. Other varieties were also produced, with brands such as Unión, La Merced and Mañanita.

The success of the yerba allowed Las Marías to consolidate as a model establishment, with the incorporation of benefits for the workers beyond what was established by the law at the time.

Yerba mate Taragüi is made with yerba mate plants grown in the Las Marías nursery, which are selected and planted in the field after six months. Once the leaves reach their ripening point, they are harvested by hand, and taken to the dryer. In it, the leaves are exposed directly to fire. The drying process stops fermentation and oxidation.

Then, the leaves are crushed and stationed, until they are processed in the mill, taking into account their origins, type of harvest and time of elaboration. Yerba mate is processed according to the requirements of each variety.

Taragüi was a leading brand since its inception, and is currently still the best selling in Argentina, where it competes with more than 150 brands.

This acceptance has allowed Taragüi, over the years, to innovate in its offer. In 1964 the instant cooked mate is launched, thus becoming the first brand to develop this product. In 1966, the presentation in bags of traditional yerba mate was incorporated.

The launch of the Mate Taragüi Mate, designed to facilitate the experience of the mate during the trips, was a transcendent success. He innovated in the historical format with the introduction of disposable plastic matte, without losing the social essence of the drink. With great acceptance among consumers, this product, complemented by hot water vending machines distributed in service stations throughout the country, is another feature that distinguishes Taragüi from its competitors.

Another novelty occurs in 1999, with the launch of flavored grass. There are currently two lines:

Cascaritas, with the Orange, Lemon and Citrus flavors of the Coast.
Herbs, which is offered in two varieties: Del Litoral (with mint, cedron, marcela and sweet carqueja) and Serranas (with mint, pennyroyal, peppermint and lemon balm).

13th Sep 2019

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