From Ambito · Yanina Otero · Nov 5, 2026 · 1m 50s

Sol Orquera on Argentine Business Adaptation

Argentine CEO Sol Orquera explains how businesses adapt to economic shifts while expanding mate tea markets.

In brief

Argentine CEO Sol Orquera explains how businesses adapt to economic shifts while expanding mate tea markets. Sol Orquera, CEO of CBSé, says Argentinian entrepreneurs constantly adapt to economic changes to sustain their businesses. Originally reported by Ambito.

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Sol Orquera's Background

Sol Orquera leads CBSé, Argentina's company founded in 1978 that created a new category in mate tea markets.

24 Mate Varieties Developed

Orquera developed 24 mate varieties during her 26-year career at CBSé.

MATEANDO Launch Strategy

CBSé launched MATEANDO, a $5 million investment to compete in traditional mate markets.

Consumer Trends Analysis

Orquera says consumers drive innovation through social media and regional preferences.

Market Research Balance

Orquera balances market research with business intuition for product development.

Economic Impact on Sales

2024 saw a significant drop in sales, but 2025 and 2026 show stabilization with a 1% annual decline.

Price Sensitivity in Market

Most consumers choose mate based on price, but some value sensory experience and brand loyalty.

MATEANDO Market Response

MATEANDO targets consumers seeking soft mate, longer brew time, and sustainable packaging.

Credit Access Challenges

CBSé uses internal funds for MATEANDO, but credit access remains difficult due to short loan terms.

Plant Modernization

CBSé completed a plant upgrade with three new packaging lines to improve efficiency.

2001 Crisis Impact

Orquera started working in 2001 during economic crisis, shaping a risk-averse financial culture.

Dollar Cost Challenges

CBSé manages competitiveness through internal process improvements despite dollar cost increases.

Import Competition

Imported mate has less impact on local producers due to high reference values and consumer loyalty.

International Growth

CBSé exports to Chile and other markets, with international growth driven by sports and celebrity interest.

Government Priorities

Orquera requests credit access, international promotion, and policy stability for the industry.

The bottom line

Sol Orquera, CEO of CBSé, says Argentinian entrepreneurs constantly adapt to economic changes to sustain their businesses.

Read the original on Ambito

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