The Navajas family transformed the region of Virasoro, Corrientes, into a powerhouse for yerba mate and tea production, creating not just leading national brands—such as Taragüí, Unión, and Mañanita—but also building a community around their enterprise. Their roots stretch back to 1924, when Don Víctor Navajas Centeno planted the first 38 hectares of yerba mate, unwittingly laying the groundwork for what would become one of Argentina’s most enduring multigenerational businesses.
Legacy and Expansion
After its modest beginnings, Las Marías grew into an industrial giant by incorporating innovation at every step. Production now totals over 53,000 tons of yerba mate and 1,780 tons of tea annually (as of 2024), solidifying its position as the country’s leading producer in this sector. The third generation of family members—Víctor, Adolfo, and Stuart—now guide the company, emphasising a management style that blends business with social and environmental responsibility.
Notably, Las Marías is not just an agricultural operation; it is the nucleus of a local ecosystem. The company established its own schools, healthcare initiatives, sports clubs, and housing programs for its workers and their families. More than 40,000 tourists visit “La Mayoría,” the emblematic family house that anchors their identity and brand each year.
Community and Social Model
Las Marías pioneered a model that diverges from traditional rural business in Argentina. Workers’ children often attend the company-run primary school, which offers a rich curriculum that emphasises logic, science, arts, and sports. The broader model also integrates technical education, vocational training, and access to healthcare—including a pediatric monitoring program validated by external auditors, such as Hospital Garrahan, resulting in childhood health indicators comparable to those in high-income countries.
Additionally, the company fosters a path to homeownership, supports access to land and affordable housing, and even donates land for local development. Their social club, Taragüí, has over 700 members and boasts robust facilities for a range of sports, cultivating teamwork, discipline, and community integration through shared values and activities.
Operations, Innovation, and Sustainability
The enterprise maintains production excellence by managing quality at every stage: from the nursery to the field, through integrated biological pest control, to final blending and packaging on-site. They have adapted to global and local consumption trends, offering products for various tastes and introducing innovations such as ready-to-drink “Mate Listo,” which democratised mate consumption by removing barriers like equipment or access to hot water.
Las Marías also stands out for its commitment to environmental stewardship. The company recycles waste for composting, emphasising sustainable resource use while ensuring its plantations and surrounding ecosystems remain healthy. This philosophy extends to their substantial timber operation, a major forestry hub that exports thousands of cubic meters of timber monthly.
Continuity and Vision
Today, the family’s connection to the community and its emphasis on long-term sustainability underscore decision-making. Family protocols and training ensure that only highly qualified members join the business, thereby preserving the founders’ vision. The core philosophy combines economic growth with social investment, environmental protection, and innovation. The ultimate goal is to keep Las Marías at the forefront of Argentine agroindustry, remaining a reference for social responsibility and local development, while also branching into new global markets and potential uses for yerba mate that are still being discovered.
If asked to invest in Argentina’s future, Adolfo Navajas stresses the critical role of institutions, equal opportunities in education and sports, and public infrastructure as prerequisites for sustainable private-sector growth. The story of Las Marías is thus not only one of business acumen and resilience, but also of transforming a rural region through community, education, and a deeply rooted sense of responsibility.
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