# Sol Orquera on Argentine Business Adaptation

> Argentine CEO Sol Orquera explains how businesses adapt to economic shifts while expanding mate tea markets.
- Title: Sol Orquera on Argentine Business Adaptation · Ambito
- Summary: Argentine CEO Sol Orquera explains how businesses adapt to economic shifts while expanding mate tea markets. Sol Orquera, CEO of CBSé, says Argentinian…
- Keywords: sol orquera, cbsé, mate tea, argentina, business adaptation, investment, market expansion, export, Ambito
- Source: Ambito — https://ambito.com/negocios/sol-orquera-ceo-cbse-los-empresarios-argentinos-vivimos-adaptandonos-los-cambios-n6327476
- Author: Yanina Otero
- Published: 2026-11-05T03:00:00+00:00
- Read time: 1 min
- Topics: sol orquera, cbsé, mate tea, argentina, business adaptation, investment, market expansion, export, business, money
## 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.
## Key takeaway

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