View source for CBSé

{{Short description|Argentine yerba mate company}}
{{Infobox company
| name = CBSe
| logo = Cbse company logo.png
| logo_size = 200
| image =
| image_caption =
| foundation = {{start date and age|1978}}
| founder =
| type = [[Privately held company|Private]]
| fate =
| location = [[Buenos Aires]], [[Argentina]]
| area_served = Americas, Europe
| key_people =
| industry = [[drink industry|Beverage]]
| products = [[Yerba mate]]
| owner =
| subsid =
| brands =
| homepage = {{URL|https://www.cbse.com.ar|cbse.com.ar}}
}}
'''CBSé''' is an Argentinian brand of ''yerba mate'' that has been in the market for more than forty years. It was the first brand to create ''yerba mate compuesta'',<ref name=":0">[https://www.cbse.com.ar/?page_id=19 "Nosotros"]. www.cbse.com.ar. Retrieved 6 September, 2023.</ref> which is a mix of ''yerba mate'' and herbs.<ref>[https://yerbamateargentina.org.ar/es/noticias/consejos-materos/79020-tipos-de-yerba-mate-y-como-elegirlas.html "Tipos de Yerba Mate y cómo elegirlas"]. (2019, April 2). yerbamateargentina.org.ar. Retrieved 6 September, 2023</ref> The company produces different types of ''yerba mate'' as well as other related products.
== Origin ==
CBSé was founded in 1978 by Florentino Orquera and María Amelia Elizagaray in [[San Francisco, Córdoba]]. Their motivation began with the goal of improving their family's economic prospects.<ref name=":1">Iglesias, E. (2020, May 14). [https://www.cronista.com/apertura/empresas/De-Cordoba-al-mundo-cual-es-la-historia-de-la-yerbatera-CBSe-20200514-0011.html De Córdoba al mundo: cuál es la historia de la yerbatera CBSé]. ''El Cronista''. Retrieved 6 September, 2023.</ref> Identifying an untapped market for mixed ''yerba mate'', Florentino and María began formulating unique combinations in their home. These experimental efforts led to the birth of "Hierbas Serranas", which was the first ''yerba mate'' product in [[Argentina]] to feature added herbs.<ref name=":0" /> Florentino chose the brand name "CBSé" to signify the [[Spanish language|Spanish]] verb "cebar,"<ref name=":1" /> referring to the act of preparing mate. Initial sales took place within local markets, often involving bicycle deliveries and cartons featuring hand-painted logos.
== Expansion ==
CBSé expanded its reach in 1982, as it transitioned from operating within the family home to a plant in Frontera, [[Santa Fe Province|Santa Fe]], covering an area of 15,000 m<sup>2</sup> on 8 hectares. In 1993, CBSé's administrative offices opened in [[Buenos Aires]], marking a strategic step in the company's development. The brand ventured into cultivating its own aromatic herbs in the fertile [[Valle Fértil Department|Valle Fértil]] of [[San Juan Province, Argentina|San Juan]] in 1994, bringing a diverse range of flavors to its offerings. In 1998, CBSé extended its presence to [[Misiones Province|Misiones]] with the establishment of the Establecimiento Santa Ana, covering 12,000 m<sup>2</sup> on 25 hectares. The year 2010 saw CBSé expand its infrastructure by setting up three drying facilities in [[Capioví]], [[San Pedro Department, Misiones|San Pedro]], and Andresito, Misiones.<ref name=":0" />
== Innovations ==
The year 1997 witnessed CBSé's introduction of the first flavored ''yerba mate'' products in the market. The launch included orange, lemon, [[grapefruit]], and coffee flavors, creating a new dimension in the ''yerba mate'' industry. In 2011, the brand unveiled the "Hierbas Cuyanas" line, showcasing a unique mix of boldo (''[[Boldo|Peumus boldus]]''), melissa ([[Lemon balm|''Melissa'' ''officinalis'']]), fennel (''[[Fennel|Foeniculum vulgare]]''), chamomile (''[[Chamaemelum nobile]]''), and mint (''[[Mentha]]''). The year 2017 marked the launch of "Mi Primer Mate," a limited-edition line designed for children, and the rebranding of the "Energía" variety as "CBSé Guaraná" with illuminating packaging. In 2018, CBSé unveiled the premium "CBSé Etiqueta Negra," a version of the traditional Hierbas Serranas composed of ''yerba mate'' and premium herbs aged naturally for 18 months.<ref name=":0" />
== Modernization ==
A significant milestone in 2013 was CBSé's reimagining of its product packaging, incorporating a modernist aesthetic to enhance marketing appeal.<ref name=":0" /> Sol Orquera, the CEO<ref name=":1" /> and daughter of Florentino, played a pivotal role in modernizing the brand's marketing efforts, developing campaigns, overseeing rebranding initiatives, and revitalizing the brand's online presence. CBSé advocated for cultural recognition in 2015 by petitioning the [[Unicode Consortium]] to include the ''[[Mate (drink)|mate]]'' as an [[emoji]],<ref>[https://noticiasdelmate.com/la-historia-de-como-los-argentinos-lograron-el-emoji-del-mate/ "La historia de cómo los argentinos lograron el emoji del mate"]. (2022, July 18). www.noticiasdelmate.com. Retrieved 6 September, 2023.</ref> reinforcing its significance in Argentine heritage. Continuing its trend of innovation, CBSé introduced "Mateando", the world's first Mate Food Truck, in 2016.<ref name=":0" />
== Market and distribution ==
CBSé is one of the main brands in the national market. According to a survey by Economic, Establecimiento Santa Ana, responsible for CBSé distribution, ranks third in the yerba mate field,<ref name=":2">[https://www.cronista.com/apertura/empresas/la-historia-del-cordobes-que-convirtio-el-mate-con-yuyos-en-un-negocio-millonario-por-que-no-producen-yerba-comun/ "La historia del cordobés que convirtió el mate con yuyos en un negocio millonario: por qué no producen yerba"]. (2022, June 28). ''El Cronista''. Retrieved 6 September, 2023.</ref> with 22 million kilos on display in supermarkets. The first and second places belong to [[Establecimiento Las Marías|Taragüí (Establecimiento Las Marías)]] and Playadito (Cooperativa Liebig) respectively. After the company expanded in the national market with the introduction of flavored varieties in the late 1990s, CBSé earned [[ISO-9001:2000|ISO 9001-2000]] quality certification.<ref name=":0" /> This certification enabled it to export its products to [[Uruguay]], [[Paraguay]], the [[United States|USA]], and [[Spain]].  
In 2021, CBSé's label entered the [[Middle East]] with a customized 250-gram packaging. The brand exported over a million kilos in that year.<ref name=":2" /> However, exports account for only 2 percent of their sales.<ref name=":1" />
Currently, CBSé distributes its products to different countries around the world. In America, their products are exported to [[Bolivia]], [[Canada]], [[Chile]], [[Mexico]], [[Paraguay]], [[Peru]] and the [[United States|US]]; in [[Europe]], to the [[Czech Republic]], [[Denmark]], [[France]], [[Germany]], [[Italy]], [[Poland]] and [[Spain]]. They also export to [[Australia]] and the [[United Arab Emirates]].<ref name=":0" />
== Facilities ==
The company currently has six facilities located in different parts of [[Argentina]]. CBSé’s administrative headquarters are based in Buenos Aires. Its industrial facility, Establecimiento Santa Ana, is located in [[Santa Ana, Misiones]]. They also have three drying facilities in [[Misiones Province|Misiones]], one in [[Capioví]], one in [[San Pedro Department, Misiones|San Pedro]] and another in Andresito. In addition to these, they grow their own crops of aromatic herbs in [[Valle Fértil Department|Valle Fértil, San Juan]]. Their facility Planta Frontera in [[Santa Fe Province|Santa Fé]] functions as a bagging plant.<ref name=":0" />
== Different types of ''yerba mate'' and other products ==
These varieties include flavored ''yerba mate'', which contains added flavor, ''yerba mate'' mixed with different herbs that add aromatic properties, a sweetened variety and a variety with added nutrients. The following is a list of the different varieties mentioned on their website.<ref>[https://www.cbse.com.ar/?site=1#productos "Productos"]. www.cbse.com.ar. Retrieved 6 September, 2023</ref>
'''Flavored''': [[ginger]], [[Guarana|guaraná]], [[Berry|berries]] ([[blueberry]], [[raspberry]], [[cherry]] and [[strawberry]]), [[pear]] and green [[apple]], tropical fruits ([[Passion fruit (fruit)|passion fruit]], [[mango]], [[papaya]] and [[Orange (fruit)|orange]]), orange, [[grapefruit]], and [[lemon]].
'''With herbs''': mountain herbs (mint (''[[Mentha]]''), pennyroyal (''[[Mentha pulegium]]'') and ''peperina'' (''[[Minthostachys verticillata]]'')), herbs from the [[Cuyo (Argentina)|Cuyo]] region (pennyroyal (''[[Mentha pulegium]]''), boldo (''[[Boldo|Peumus boldus]]''), fennel (''[[Fennel|Foeniculum vulgare]]''), lemon balm (''[[Lemon balm|Melissa officinalis]]''), ''incayuyo'' (''[[:es:Lippia_integrifolia|Lippia integrifolia]]''), coriander (''[[Coriander|Coriandrum sativum]]''), chamomile (''[[Chamaemelum nobile]]''), mint), and herbs from the Argentinian [[Littoral zone|littoral]] region (lemon verbena (''[[Aloysia citrodora]]''), mint and coriander with a touch of [[Lime (fruit)|lime]]).
'''Sweet''': “Endulife” (with [[stevia]]), and [[honey]].
'''Healthy''': “Silueta” (with sweet briar (''[[Rosa rubiginosa]]''), pennyroyal, fennel, ''Fucus'', mint, lemon verbena and boldo, and [[B vitamins|vitamins B1, B2, B5, B6, B9, B12]] and [[Zinc]]), and “Regulasé” (with [[Prebiotic (nutrition)|prebiotics]] and a touch of [[plum]]).
Other products that can be found on their website are different types of ''[[Mate (drink)|mates]]'', a ''mate'' bag, a [[vacuum flask]], a [[drinking straw]], and flavored ''mate cocido''.<ref>[https://tiendacbse.com.ar/accesorios/ "Accesorios"]. www.tiendacbse.com.ar. Retrieved 6 September, 2023</ref>
==References==
<references />
==External links==
* {{Official website}}
{{Yerba mate}}
{{Authority control}}
{{DEFAULTSORT:CBSe}}
[[Category:Yerba mate]]
[[Category:Argentine brands]]
[[Category:1978 establishments in Argentina]]
[[Category:Food and drink companies based in Buenos Aires]]
[[Category:Drink companies of Argentina|c]]
[[Category:Organic farming organizations]]
[[Category:Organizations established in 1978]]