CBSé
| Company type | Private |
|---|---|
| Industry | Food and beverage |
| Founded | 1978 in San Francisco, Córdoba, Argentina |
| Founder | Florentino Orquera, María Amelia Elizagaray |
| Headquarters | Buenos Aires , Argentina |
Area served | Argentina; exports to Uruguay, Paraguay, United States, Spain, Bolivia, Canada, Chile, Mexico, Peru, Czech Republic, Denmark, France, Germany, Italy, Poland, Australia, United Arab Emirates |
Key people | Sol Orquera (CEO) |
| Products | Yerba mate (including yerba mate compuesta), flavored yerba mate varieties, mate accessories (mates, mate bags, vacuum flasks, drinking straws), flavored mate cocido |
CBSé is an Argentine brand specializing in yerba mate that has been active for more than four decades. It was the first to introduce yerba mate compuesta, a combination of yerba mate with various herbs. The company provides a wide range of yerba mate varieties and complementary products.
Origin
Established in 1978 by Florentino Orquera and María Amelia Elizagaray in San Francisco, Córdoba, CBSé was created to enhance their family’s financial situation. Recognizing an unexploited niche for mixed yerba mate, they crafted distinctive blends at home, launching "Hierbas Serranas," which became Argentina's inaugural yerba mate infused with herbs. The name "CBSé" originates from the Spanish term "cebar," meaning to prepare mate. Initial distribution was local, involving bicycle deliveries and hand-painted branding.
Expansion
By 1982, CBSé transitioned from home-based production to operating a 15,000 m2 facility situated on 8 hectares in Frontera, Santa Fe. The opening of administrative offices in Buenos Aires in 1993 facilitated strategic growth. In 1994, the company commenced herb cultivation in Valle Fértil, San Juan, broadening its flavor offerings. The 1998 launch of Establecimiento Santa Ana in Misiones expanded manufacturing capabilities to 12,000 m2 across 25 hectares. By 2010, CBSé had established three drying plants located in Misiones at Capioví, San Pedro, Dos Arroyos, and Andresito.
Innovations
CBSé revolutionized the market in 1997 by unveiling the first flavored yerba mate options—orange, lemon, grapefruit, and coffee. In 2011, it introduced the "Hierbas Cuyanas" collection featuring herbs such as boldo (Peumus boldus), melissa (Melissa officinalis), fennel (Foeniculum vulgare), chamomile (Chamaemelum nobile), and mint (Mentha). The brand released "Mi Primer Mate," a limited edition aimed at children, in 2017 and rebranded "Energía" as "CBSé Guaraná" with refreshed packaging. The premium "CBSé Etiqueta Negra" debuted in 2018, presenting an 18-month aged Hierbas Serranas blend.
Modernization
In 2013, CBSé updated its packaging design adopting a contemporary look to enhance market appeal. Led by CEO Sol Orquera, daughter of founder Florentino Orquera, the brand underwent modernization through marketing campaigns, rebranding efforts, and strengthening its digital footprint. In 2015, CBSé submitted a proposal to the Unicode Consortium seeking the inclusion of the mate as an emoji to emphasize its cultural significance. Continuing its innovative streak, CBSé launched "Mateando," recognized as the world’s first Mate Food Truck, in 2016.
Market and distribution
CBSé holds a prominent position within Argentina's yerba mate sector. Its distributor Establecimiento Santa Ana ranks third nationwide with supermarket sales totaling 22 million kilos, following Taragüí (Establecimiento Las Marías) and Playadito (Cooperativa Liebig). After the success of flavored products in the late 1990s, CBSé achieved ISO 9001-2000 certification, facilitating exports to Uruguay, Paraguay, the United States, and Spain.
In 2021, CBSé expanded into Middle Eastern markets offering specialized 250-gram packaging and exported over one million kilos; however, exports account for only about 2% of overall sales.
Currently, CBSé’s distribution network spans across the Americas—including Bolivia, Canada, Chile, Mexico, Paraguay, Peru, and the United States—as well as Europe—covering countries such as the Czech Republic, Denmark, France, Germany, Italy, Poland, and Spain—alongside Australia and the United Arab Emirates.
Facilities
CBSé maintains six operational sites throughout Argentina. Its central administrative office is located in Buenos Aires, while the principal manufacturing plant, Establecimiento Santa Ana, is situated in Santa Ana, Misiones. The company also oversees three drying centers within Misiones: Capioví, San Pedro, and Andresito. Moreover, CBSé grows aromatic herbs in Valle Fértil, San Juan. The Planta Frontera facility in Santa Fé is dedicated to packaging operations.
Various yerba mate types and additional offerings
CBSé presents an extensive selection of yerba mate products designed to meet diverse consumer tastes:
Flavored: Varieties enhanced with ingredients like ginger, guaraná, assorted berries (blueberry, raspberry, cherry, strawberry), pear, green apple, tropical fruits (passion fruit, mango, papaya, orange), grapefruit, and lemon.
With herbs: Combinations incorporating mountain herbs (mint, pennyroyal, peperina), herbs native to the Cuyo region (pennyroyal, boldo, fennel, lemon balm, incayuyo, coriander, chamomile), and herbs from the littoral area (lemon verbena, mint, coriander with lime).
Sweet: Selections such as “Endulife,” sweetened naturally with stevia and honey.
Healthy: Functional blends including “Silueta,” which contains sweet briar, pennyroyal, fennel, fucus, mint, lemon verbena, boldo along with B vitamins and zinc; and “Regulasé,” fortified with prebiotics and plum.
In addition to yerba mate, CBSé offers complementary items like various mates, mate bags, vacuum flasks, drinking straws, and flavored mate cocido.