Paraguayan yerba mate is successfully being introduced to the Turkish market, building a following thousands of kilometres from its South American origins. According to Ambassador Guillermo Sosa, the Paraguayan Embassy is spearheading a campaign to promote the traditional infusion, which is already consumed in certain areas of the country. This is the story on how Paraguayan yerba mate started conquering Türkiye, land of black tea.
“There are areas of the country where it is already consumed, especially on the border with Syria,” stated Sosa. He explained that the initiative is part of a broader government strategy to position Paraguay as a key food supplier to Türkiye, which has a population of 85 million and relies on imports to supplement its own significant agricultural production.
A new taste for Turkish consumers
While black tea remains the most widely consumed beverage throughout Türkiye, yerba mate is steadily making inroads with local consumers. The Paraguayan government, in collaboration with private sector producers, is actively working to establish the drink’s presence in the Middle Eastern nation.
“Here they are big tea drinkers, but when we present them with Paraguayan yerba mate, it goes down well, they like it,” the ambassador confirmed. Sosa highlighted that his team is leading a campaign to raise awareness and encourage people to sample the product.
Innovative promotional campaigns
The embassy is undertaking a series of comprehensive tasting events to familiarise consumers with the drink, known scientifically as Ilex paraguariensis. The campaign showcases the versatility of yerba mate, which can be served as a hot or cold infusion and mixed with other herbs.
“In Türkiye, there has never been a wide tasting of our ‘Ilex paraguariensis’ in its various ways of drinking and preparing it, mixed with other herbs, as hot or cold infusions. This is what we are doing now.”
In a notable strategic move, the Paraguayan Embassy has collaborated with influential Turkish chefs. These culinary figures have presented yerba mate as an ingredient in new gastronomic creations on Turkish television, a tactic that has proven highly successful. “We are very enthusiastic and very sure that consumption will continue to advance,” Sosa added.
Trade opportunities and digital presence
To further boost accessibility, the embassy has ensured that Paraguayan yerba mate is listed on local e-commerce websites. This is a crucial step in a market where online shopping is firmly established and widely used. The success of the campaign has reportedly also caught the attention of other embassies from the Río de la Plata region, which are looking to promote their own products.
The framework for export is now in place, with the opportunity for Paraguayan companies to capitalise on the new market. “As a Government, we are in charge of promoting, opening spaces, solving problems of a sanitary, tariff, or technical nature, but the main protagonist is the private sector; the companies must negotiate,” Sosa explained. He also noted that while one brand is already known in Türkiye, he hopes to see others enter the market.
Paraguayan yerba mate conquering Türkiye: A gateway to the Middle East
A key advantage for Paraguayan exporters is that yerba mate can enter the Turkish market free of taxes, unlike other products that face high tariffs. Sosa also cited the Mercosur-European Union agreement as a significant negotiating tool that serves as a “reference of quality and our economic strength based on the free market.”
The embassy’s vision extends beyond Türkiye, aiming to establish the country as a strategic hub for reaching neighbouring markets such as Azerbaijan, Georgia, Armenia, and Iraq. The promotional efforts also include other Paraguayan exports, including meat, rice, pet food, and soy sauce.
Sosa concluded by emphasising the importance of adding value to national exports rather than simply selling raw materials. “For example, the Middle East has a high consumption of hummus, which is made from chickpea and sesame paste. We should, at a minimum, export the sesame paste,” the diplomat remarked.
