{"id":50052261,"date":"2022-03-25T15:05:47","date_gmt":"2022-03-25T15:05:47","guid":{"rendered":"https:\/\/stage.dialogochino.net\/?p=52261"},"modified":"2023-05-08T20:35:10","modified_gmt":"2023-05-08T19:35:10","slug":"52261-yerba-mate-china-argentina-new-horizons-national-drink","status":"publish","type":"post","link":"https:\/\/dialogue.earth\/en\/food\/52261-yerba-mate-china-argentina-new-horizons-national-drink\/","title":{"rendered":"Yerba mate: Argentina\u2019s national drink seeks new horizons in China"},"content":{"rendered":"

\u201cI was in China 20 years ago and I was impressed by its culture and development. We went with the intention of entering the yerba mate market there, and today we are already number one in sales,\u201d says Gustavo Quatrin, manager of the Colonia Liebig<\/a> cooperative, which sells Playadito, the best-selling yerba mate in Argentina \u2013 and also in China, which has grown to become their main export market.<\/p>\n

\n

100,000 kilos<\/p>\n

\n
\nThe quantity of yerba mate China imported in 2021, around 90% of which came from Argentina, according to official customs data
\n\n <\/div>\n <\/div>\n

A natural stimulant due to its caffeine content, yerba mate is one of the most popular and culturally important drinks in Argentina, Uruguay, Brazil and Paraguay, where it is consumed all year round, and often ahead of coffee or tea<\/a>. Its consumption can also be beneficial to health, as it contains various B vitamins and antioxidants.<\/p>\n

The origin of yerba mate dates back to Guaran\u00ed indigenous peoples, who cultivated it well before European colonisation, and used the leaves of the tree as a beverage, an object of worship and currency. Today, Argentina is the world\u2019s leading producer<\/a>, and according to data<\/a> from the National Institute for Yerba Mate (INYM), the country yielded over 317,000 tonnes of the product in 2021, of which 85% went to the domestic market and the rest for export.<\/p>\n

Arab countries have historically been the main yerba mate export markets for Argentina, especially Syria<\/a>. There, as in South America, the infusion is typically consumed with a bombilla<\/em> \u2013 a type of metal straw containing a filter \u2013 and a gourd, into which ground yerba mate leaves are placed, and hot water is repeatedly added. But this is not the preferred method in China, a small but growing market.<\/p>\n

For thousands of years, tea has famously been the most important infused drink<\/a> in China. Yerba has therefore mostly been marketed to be drunk in a similar fashion as locals are used to: without a bombilla, and brewed with a finer grind. Much of the yerba available in China is also sin palo<\/em> \u2013 without the plant stems that are traditionally present in Argentinian infusions, and give a stronger flavour. In 2021, China imported almost 100,000 kg of yerba, 89,000 kg of which came from Argentina, according to data from China\u2019s General Administration of Customs<\/a>.

<\/p>\n
\"A
A man pours hot water over a yerba mate gourd and bombilla<\/em> filtered straw \u2013 the traditional method for the infusion in South America. In China, the beverage has so far been marketed to be consumed using bags or loose leaf, similar to Chinese teas. (Image: Fermin Rodriguez Penelas \/ Unsplash)<\/figcaption><\/figure>\n

<\/div>Now, figures in the yerba industry see potential for growth. \u201cWe are at an initial stage, and this is understandable because of [the dominance of] tea consumption in China. We have to be aware of this context,\u201d Quatrin adds. \u201cHowever, it is a market that can continue to grow. We do a lot of marketing work, which explains the level of market share we already have.\u201d<\/p>\n

Liebig\u2019s journey<\/h2>\n

The Colonia Liebig cooperative is a yerba mate producer in the province of Corrientes, in northeastern Argentina. Founded by German descendants in 1924, it now incorporates 126 associated producers, while also sourcing yerba from outside the cooperative, from a total of more than 7,000 producers. Today, Playadito, its flagship brand, is available in Argentina, neighbouring countries such as Chile, and further afield in Australia, Germany, Spain, the United Kingdom, France and the United States, as well as China.<\/p>\n

Although the Playadito brand has existed since 1979, it was in 2015 that it officially began exporting yerba mate to China. Victor Saguier, director of the Chamber of Yerba Mate Millers and manager of La Cachuera \u2013 a company that sells Amanda, another brand of yerba \u2013 explains that in 1990, after the country saw a shortage of the product, new plantations were allowed, which eventually generated an oversupply. It was then that the sector began to look for new markets, including China.<\/p>\n

Though exports began in 2015, Playadito has been working with Benben Trading, a Chinese importer, for over a decade as they prepared to enter the market. Quatrin explains that Benben sought to represent Playadito in China after seeing its growth in the Argentine domestic market. Today, he says, Playadito is now the number one company in terms of online sales in China, with the company exporting around 75,000 kg of its product to the Asian nation last year. \u201cChina is the most important destination for us, as we do not export to the Middle East,\u201d Quatrin explains.

<\/p>\n
\"aerial
A Colonia Liebig yerba mate plantation and processing facility in Corrientes province, Argentina. The cooperative incorporates 126 associated producers, and also sources yerba from outside the cooperative, from a total of more than 7,000 producers. (Image: Cooperativa Liebig)<\/figcaption><\/figure>\n

<\/div>On the popular Chinese e-commerce site JD.com, a half-kilo pack of Playadito sells<\/a> for around 108 yuan (US$17). The same size pack of Liebig, the cooperative\u2019s premium brand, sells<\/a> for 157 yuan (US$24), about the same as a can of Starbucks ground coffee<\/a> on the same website.<\/p>\n

Searching for the term \u201cyerba mate\u201d (\u9a6c\u9edb\u8336, madai cha<\/em>) on Chinese search engine Baidu\u2019s news page, about half of the results<\/a> make some sort of reference to two of its most famous drinkers: Lionel Messi, probably the beverage\u2019s leading representative in China, followed by Uruguayan striker Luis Su\u00e1rez. Other articles are promotional content<\/a> from importers, describing the culture and wide range of customs that surround yerba mate.<\/p>\n

Yerba mate and its production<\/h2>\n

Other than preferences around infusions with or without stems \u2013 which also divide South American drinkers \u2013 there are no differences between the yerba mate exported to China and the one destined for domestic consumption in Argentina. The production process is the same: it begins with seedlings that are transplanted into soil rich in iron and nutrients, as is the case for the red soils<\/a> of the provinces of Misiones and Corrientes, where production is concentrated.<\/p>\n

Harvesting is done manually four years after being transferred to land, specifically between the months of April and September. Once harvested, the leaves and stems are immediately dried with a controlled heat, requiring around four hours at temperatures of 100C. They are then stored for six to 18 months, before the milling process begins.

<\/p>\n
\"yerba
Processed yerba mate is packaged at a Colonia Liebig facility. The variety packed into these red pouches is a finer grind prepared sin palo<\/em> \u2013 without the plant's stems \u2013 that has so far proven more popular in China. (Image: Cooperativa Liebig)<\/figcaption><\/figure>\n

<\/div>The yerba mate plant can grow to a size of up to 15 metres and thrives in a tropical climate with warm temperatures, high humidity and frequent rainfall. The controversial herbicide glyphosate \u2013 subject of contentious debate<\/a> around its classification as \u201cprobably carcinogenic\u201d by the World Health Organization \u2013 is regularly used to combat weeds<\/p>\n

\u201cYerba production is labour-intensive as the work with the plants is mostly manual,\u201d explains Quatrin. \u201cYou have to make sure that weeds don\u2019t get the upper hand, and that\u2019s why glyphosate is used. But the herbicide does not have a direct impact on the leaf, and not everyone uses it because it is expensive.\u201d<\/p>\n

For the yerba mate chamber\u2019s Victor Saguier, there is a growing awareness of environmental care in the sector, which has led to less use of glyphosate, although there are no official statistics. \u201cThe high temperatures of the drying process leave no traces of glyphosate,\u201d he says, adding that biological alternatives are increasingly being used to replace glyphosate.<\/p>\n

New records and the future of yerba mate<\/h2>\n

2021 was a record year for yerba mate production and consumption in Argentina, according to year-end data<\/a> from INYM. Domestic consumption was just under 283,000 tonnes, up 5.5% on 2020, while over 882,000 tonnes of yerba mate leaves were taken in for processing by dryers, almost 9% more than the previous year.<\/p>\n

Saguier says local consumers are becoming more informed and there is a growing demand for organic yerba, without the use of pesticides such as glyphosate. \u201cAmanda was one of the first companies to make organic yerba. Five years ago, people started to ask for it more, and it is going to become even more prominent,\u201d he says.<\/p>\n

Yerba mate matcha, green and black teas are directions in which we could make progress in the Chinese market<\/p><\/blockquote>\n

Regarding consumption in China, Wang Jinjun, the general manager of China\u2019s Benben Trading, the importer of Playadito, says that the proportion of people who drink yerba mate on a regular basis in China is still relatively small. But he believes there are several areas ripe for innovation: \u201cYerba mate matcha, yerba mate green tea and yerba mate black tea are directions in which we could make progress in the Chinese market.\u201d<\/p>\n

In the same vein, Saguier says that the challenge is to attract the Chinese consumer with other product varieties, and not to try to compete with tea. \u201cIn the last few years, yerba mate-flavoured drinks have been launched, and that could be the best way to penetrate the market,\u201d he says.<\/p>\n

Recent new products include Red Bull\u2019s Organic Viva Mate<\/a>, released in Switzerland as a pilot for the European market, while Perrier, Nestl\u00e9\u2019s bottled water brand, has released the Perrier Energize<\/a> range, which includes yerba mate extracts in combination with other flavours.<\/p>\n

For Argentine producers pivoting towards a market where tea is king, convincing more Chinese consumers to sample and regularly reach for a cup of yerba mate will not be easy. But most indications suggest that exports of its beloved leaf to China will continue to increase steadily in the coming years.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tea is king in China, but an Argentine cooperative is working to boost the popularity of yerba mate, and grow exports by positioning the infusion as a natural energiser<\/p>\n","protected":false},"author":3882,"featured_media":50052269,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[763],"tags":[50040317,551,600],"hashtags":[],"country":[50000020,20000110],"class_list":["post-50052261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-farming","tag-health","tag-trade","country-argentina","country-china"],"acf":[],"yoast_head":"\nYerba mate: Argentina\u2019s national drink seeks new horizons in China | Dialogue Earth<\/title>\n<meta name=\"description\" content=\"Tea is king in China, but an Argentine cooperative is working to boost the popularity of yerba mate in the market, and grow its own exports\" \/>\n<meta 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He holds an MSc in Environment & Development from King\u2019s College London.","url":"https:\/\/dialogue.earth\/en\/author\/pat-moore\/","sameAs":["https:\/\/dialogue.earth\/en\/author\/ferminkoop-2\/"]}]}},"_links":{"self":[{"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/posts\/50052261","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/users\/3882"}],"replies":[{"embeddable":true,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/comments?post=50052261"}],"version-history":[{"count":0,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/posts\/50052261\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/media\/50052269"}],"wp:attachment":[{"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/media?parent=50052261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/categories?post=50052261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/tags?post=50052261"},{"taxonomy":"hashtags","embeddable":true,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/hashtags?post=50052261"},{"taxonomy":"country","embeddable":true,"href":"https:\/\/dialogue.earth\/en\/wp-json\/wp\/v2\/country?post=50052261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}