Argentina’s yerba mate culture is deeply rooted in tradition, and few brands embody this heritage as strongly as Piporé. Recognized as one of the country’s most iconic yerba mate producers, Piporé has not only cemented its position as a household name in Argentina but has also successfully expanded its reach to international markets, including the Arab world.
A Legacy of Quality and Tradition
Piporé, officially known as Cooperativa de Productores de Yerba Mate de Santo Pipó Ltda., was founded in the province of Misiones, a region renowned for its ideal climate and soil conditions for cultivating yerba mate. Over the years, the brand has built a reputation for producing high-quality yerba mate with a distinctive flavor profile, balancing intensity with smoothness.
The cooperative model behind Piporé ensures a commitment to sustainability and quality, with local farmers playing a key role in the cultivation and processing of the leaves. This approach not only maintains traditional techniques but also promotes fair trade practices within the yerba mate industry.
Piporé’s Global Expansion
While yerba mate has long been a staple in South America, its popularity has surged worldwide in recent years. Piporé has strategically positioned itself as a leading exporter, catering to growing demand in diverse regions, including Europe, North America, and Asia.
One of its most notable market expansions has been into the Arab world, where tea culture is deeply ingrained. The similarities between yerba mate consumption and traditional tea-drinking customs have made it an appealing product in countries such as the United Arab Emirates and Saudi Arabia. Piporé has successfully adapted its branding and distribution strategies to introduce yerba mate as a premium, health-conscious beverage in these markets.
The Role of Leguía in Piporé’s Growth
A key figure in Piporé’s international expansion is Leguía, whose expertise in global trade and brand positioning has contributed significantly to the company’s success. Under his leadership, Piporé has strengthened its distribution channels and established partnerships with international retailers and distributors.
Recently, Leguía was honored with a prestigious marketing award in Argentina, recognizing his exceptional contributions to brand development and international market penetration. This accolade highlights his innovative strategies in promoting Piporé globally and further solidifies his reputation as a key player in the industry.
By leveraging market insights and adapting to consumer preferences, Piporé has not only expanded its customer base but has also positioned yerba mate as a product that transcends cultural boundaries. The brand’s presence in high-profile food and beverage expos, such as Gulfood in Dubai, further underscores its commitment to global growth.
Looking Ahead
As Piporé continues its international journey, the brand remains dedicated to its core values of quality, sustainability, and tradition. With increasing awareness of the health benefits of yerba mate, including its natural energy-boosting properties and antioxidant content, Piporé is well-positioned to further strengthen its presence in both traditional and emerging markets.
Through innovation and strategic partnerships, Piporé is not just exporting a product—it is sharing a piece of Argentine culture with the world. The brand’s success serves as a testament to the enduring appeal of yerba mate and its ability to connect people across continents through a shared appreciation for tradition and wellness.
Silvio Leguía is the driving force behind Piporé, one of Argentina’s most iconic yerba mate brands, based in Misiones, the heart of yerba mate cultivation. As the leading exporter of yerba mate from Argentina, Piporé has grown to be recognized as the #1 brand in international markets, with a strong presence in over 25 countries.
In this interview, Silvio Leguía provides a unique perspective on the brand’s journey, the cultural challenges of introducing yerba mate to new markets, and the exciting opportunities that lie ahead for Piporé as it continues to grow its global footprint.
For those unfamiliar with the brand, how would you describe Piporé, and what sets it apart in the competitive yerba mate market?
Piporé is the flagship brand of the cooperative Productores de Yerba Mate de Santo Pipó S.C.L., based in Santo Pipó, Misiones, Argentina. The cooperative recently celebrated its 90th anniversary and ranks among the top 10 yerba mate producers in Argentina.
It holds a strong leadership position in the Patagonia region and is one of Argentina’s largest yerba mate exporters, present in over 25 countries worldwide. Additionally, it offers a wide range of products to cater to different consumer preferences and tastes.
What have been the main challenges and opportunities Piporé has encountered while entering the Arab market with its yerba mate?
Piporé has a long tradition of exporting, particularly to the Arab segment in the Middle East. Syria is the primary destination market, followed by Lebanon, the UAE, Turkey, and other Middle Eastern countries. The brand also has a strong presence in countries with significant Arab communities, such as Germany, Canada, the United States, and various European and North African nations. Piporé is highly recognized and respected within the Arab community, which we deeply value. We are meticulous about maintaining high-quality standards to meet this demanding market’s expectations. At times, we face challenges related to counterfeit or imitation products, but we remain vigilant in addressing them. Arab consumers are incredibly loyal to our brand.
“Syria is the primary destination market, followed by Lebanon, the UAE, Turkey, and other Middle Eastern countries.”
From a cultural perspective, how has yerba mate been received in Arab countries? What strategies have you implemented to educate consumers on its use and benefits?
Interestingly, Syrians and Lebanese adopted the habit of drinking mate almost by chance, due to a wave of immigration to Argentina in the late 19th century. When these immigrants returned to their home countries, they brought the tradition back with them, gradually spreading it until it became a staple of daily consumption. We focus on offering different types of yerba mate to suit regional tastes and have conducted communication campaigns to highlight its health benefits. These efforts help expand our consumer base and reach a wider audience.
Which Arab countries currently represent the key markets for Piporé? Are there plans to expand into other countries in the region? Who are your strategic partners/distributors?
While Syria and Lebanon remain the largest consumers of yerba mate, our brand has expanded into the UAE, Turkey, Saudi Arabia, Jordan, Kuwait, Egypt, and Libya. Additionally, we have grown in other regions such as Europe, North America, and Asia, where Arab communities seek to maintain their consumption habits.
Our strategic partners are our importers, who not only handle distribution but also keep us informed about market trends and advise us on strategies and product varieties to leverage new opportunities.
How has Piporé’s participation in international trade fairs such as Gulfood impacted its presence in the Arab market?
International trade fairs play a crucial role in our strategy, as exports account for 50% of our company’s revenue. Among these events, Gulfood is the most important, as it is the largest business event in the Middle East. Within just a few days, we can meet with our key clients, not only from the Middle East but from around the world. The fair also allows us to stay updated on industry trends, connect with potential new clients, and expand our markets. Gulfood is an unmissable event on our annual calendar.
Have any adaptations been necessary for Piporé’s products to meet the demands and preferences of Arab consumers?
While Arab consumers’ preferences are quite similar to those of Argentinians, there are some key differences. Arab consumers tend to favor 250g packages (whereas Argentinians typically prefer 500g and 1kg), and many prefer coarser yerba cuts with fewer stems and less dust. Additionally, in markets like the UAE and Lebanon, we have introduced packaging with designs inspired by local aesthetics.
How do you see yerba mate evolving in the Arab market over the next five years, and what role will Piporé play in that development?
There are still many untapped consumer segments that could adopt the habit of drinking yerba mate. As a natural and healthy product, yerba mate aligns with global trends toward conscious consumption and a return to nature, which benefits overall health. This will help us target younger audiences, supported by the high visibility yerba mate receives from football players, celebrities like the Pope, Hollywood actors, and rock musicians.
Additionally, yerba mate’s combination with other ingredients and herbs is gaining traction, and we foresee the development of mate-based energy drinks and even yerba mate-infused culinary products. Piporé will continue innovating and leading the way as the top brand in the region.
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