Currently, Argentina exports yerba mate to more than 50 countriesamong which stand out Syria, Lebanon, Chile, the United States and Spain, which have begun to be interested in this very indigenous product that managed to adapt to the market demands of different regions of the world. Added to this panorama is that there are more and more varieties through their blends, mixtures and organic products.
“Starting in Yerba Mate is a decision that many people dreamed of during the pandemic when they lost their job or means of income or simply decided to reconvert their livelihood,” he said. Diego Morlachetti, director of the Diploma in Yerba Mate Marketing from the Inter-American Open University (UAI) and reference of the Argentine Tea School.
According to experts, the yerba mate business strengthened during the pandemic due to a notable interest in gastronomy and complementary items, because many people not only consumed more food, but also began to become “experts.” In addition, the streamlining of many virtual payment options contributed strongly to promoting and increasing the number of commercial transactions.
On the other hand, greater efficiency in terms of logistics due to the considerable increase in agents, whose actions make it easier for a product to arrive in a short time from one part of the country to another. “Because production takes place in the country, compared to other developments, it represents a low investment, fact or additional factor to finish tempting and deciding favorably many Argentines,” explained Morlachetti.
According to experts in this type of venture, the first phase that requires time is deciding which supplier to establish the best rapport with. For yerba mate, suppliers are located in the provinces of Misiones and Corrientes. You can visit the website www.yerbamateargentina.org.ar where there is an extensive list with contact information.
Choosing a fantasy name for your own line and registering it is a truly important step because behind each entrepreneur there is a story and sometimes, brand names are linked to events, people or situations in your emotional life. The brand itself is acquiring reputation, prestige, customer recognition, social status and turnover volume.
On the other hand, all food, including yerba mate, must be duly registered in order to circulate throughout the national territory and be marketed. If you aim for national marketing, the procedure that must be carried out is to obtain the National Registry of Food Products. To obtain an RNPA, a National Registry of Establishments within the same jurisdiction. This procedure is carried out before the Department of Food Hygiene, Ministry of Health.
The next step is to register in the National Institute of Yerba Mate (INYM). The INYM is the entity responsible for the assistance, supervision, research and promotion of Yerba Mate. Its headquarters are located in Posadas, Misiones. Its website is www.inym.org.ar, and a company or enterprise that markets Yerba Mate must be registered as a “marketer” with this organization.
The last step has to do with the presentation in society and the possibility of marketing the products that make up the brand’s portfolio. It is undeniable that social media profiles act as query engines and sales triggers, and are today more important than websites because they allow greater proximity to the customer.
It is also advisable to link the process with logistics companies so that once the payment is completed and processed, it moves to the pre-dispatch stage. It should be taken into account that for yerba mate customers are throughout the country. Having a good product, being efficient and quick to manage the collection of merchandise and activate the corresponding dispatch, is a business differential that conveys greater competitiveness in the growing market.
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