Paraguay is launching a promotional campaign to introduce its yerba mate to the Turkish market, with further ambitions to expand into the Middle East and the Caucasus. According to Guillermo Sosa, Paraguay’s ambassador to Türkiye, the Yerba Mate market expansion initiative will also specifically target Azerbaijan as a potential new market for the traditional South American infusion.
During an interview with state media, Sosa highlighted that the campaign is part of a broader economic diplomacy strategy. The ambassador explained that the government is making a significant effort to position Paraguay on the international stage, aiming for the country to be recognised not just for its name or sports, but also for its products, ultimately generating employment back home.
Yerba Mate market expansion into a nation of infusions
The ambassador identified Türkiye as an ideal entry point, describing it as a major country for infusions. Currently, the market is dominated by black tea, which is consumed without sugar by 90% of the population, with coffee making up the remaining 10%. “We want to enter with our Ilex Paraguariensis or yerba mate, which they call Paraguayan yerba, and we want the Turks to learn to drink mate,” Sosa stated.
He explained that Türkiye also serves as a strategic gateway for exporting to other nations in the region. These include Jordan, Lebanon, Iraq, and even Balkan countries such as Bulgaria, making the promotional effort particularly important. In line with this, a business and promotional mission is set to travel from Asunción, arriving in Istanbul this Saturday.
Showcasing products at major food fairs
The Paraguayan diplomatic mission in Türkiye is focusing on a three-pronged approach. Firstly, the country will participate in “Foodist,” a major food exhibition that takes in Istanbul from 1 to 4 September, 2026. At the event, Paraguay will host a stand to promote both yerba mate and its associated culture, while also conducting business meetings.
Sosa detailed that the stand will feature tasting sessions of various yerba mate products, including cocido (a hot yerba mate beverage), the traditional hot mate, and tereré (a cold-brewed version). “We are working on a product development process with tastings in coffee houses in Türkiye,” he announced, adding that these venues will host presentations to demonstrate how the infusion is consumed.
Alongside yerba mate, the promotion will also include other Paraguayan foods like chipa (a traditional cheese bread), which is already available in some local cafes.
Gastronomic diplomacy and future opportunities
The campaign is also leveraging gastronomic diplomacy through an influencer chef. This chef will use her social media platforms to share recipes and preparation methods for Paraguayan dishes such as mbejú (a cassava starch flatbread) and borí borí (a soup with cornmeal dumplings).
“All of this will be accompanied by cocido, because we want to export yerba mate to these markets as part of our cultural gastronomic diplomacy.”
Looking ahead, Sosa announced that Paraguay will also have an active role in a second fair, “World Foods,” which will be held in Istanbul in December. This event will provide an opportunity for other Paraguayan food companies to showcase their products. The ambassador noted that there is demand for items like Stevia, chia, sesame, and locally produced soy sauce.
Ambitious goals beyond raw materials
“The prospect is to reach an export volume of several million dollars for yerba mate, and I think it is feasible,” Sosa said. He expressed confidence that the quality of Paraguayan yerba can satisfy international markets, stressing the importance of presentation and consumer awareness. “The market has to determine which variety it wants, which is why the tasting process is important.”
Sosa described Türkiye as a “virgin market” for yerba mate. While Paraguay previously exported soy to the country, those volumes have since declined. He also noted that the government has successfully opened the Turkish market for Paraguayan meat. “I do not like just selling raw materials, because the challenge is to generate quality jobs in our country, which is achieved with industry,” he remarked.
Paraguay’s potential as a food supplier
The ambassador emphasised the scale of the opportunity, noting that Türkiye has a population of 85 million people and its capital, Ankara, alone has 7 million inhabitants who need food. He argued that Paraguay could become a major supplier of not only yerba mate but also other food products like chia and sesame, which he described as “star products.”
Sosa explained how sesame is processed in Türkiye to make a paste called tahini, a key ingredient in hummus, which he called “the most consumed product in the Middle East.” He suggested that Paraguay should aim to sell value-added products like tahini, sesame paste, sesame nougat, and even yerba mate protein bars.
“Industrialisation is the challenge,” he concluded, highlighting the “revolution” of small food companies developing new products in Paraguay that need support to grow the nation’s food industry.
