Yerbas of different origins, tastings, talks, gastronomy, and new ways to enjoy a tradition. On October 17 and 18, La Rural brought together producers, entrepreneurs, and mate lovers at a fair dedicated to uncovering everything behind one of the country's most widely shared customs.

Much more than hot water and yerba

There is a gesture repeated across millions of Argentine homes: preparing the mate, pouring the first round, and passing it to the next person.

It happens in a kitchen, in an office, in a park, or during a road trip. Sometimes it accompanies an endless conversation, and other times, an afternoon of quiet work.

Mate is so deeply woven into daily life that we rarely pause to reflect on everything behind this infusion.

That universe took center stage at Expo MATEAR 2026, the fair that returned to Buenos Aires on October 17 and 18 at the Pabellón Ocre of La Rural.

Over two days, producers, cooperatives, yerba companies, and independent ventures shared their products and initiatives around a tradition that continues to evolve.

A journey through the flavors of yerba mate

Although we often talk about yerba mate as if it were a single product, significant differences exist between one variety and another.

Origin, aging, milling, and the ratio of leaves, stems, and dust can alter its flavor, aroma, and intensity.

Expo MATEAR invited visitors to explore these nuances through tastings and encounters with the people behind its production.

Major brands shared the floor with small businesses, cooperatives, and family-owned enterprises, offering the chance to discover lesser-known products and new blends.

An invitation to taste, compare, and uncover different notes within a drink that feels familiar from the very first sip.

From harvest to table

The fair also shed light on the labor that goes into every bag of yerba.

In the producing provinces—especially Misiones and northeastern Corrientes—thousands of people take part in a supply chain that encompasses cultivation, harvesting, drying, aging, milling, and marketing.

MATEAR was created precisely to bring this agricultural and production world closer to consumers.

Its return to La Rural, following two editions held in Posadas, once again connected the work of growers with the Buenos Aires public.

Beyond brand names, the event highlighted the know-how, craftsmanship, and stories of those who make one of Argentina’s most iconic infusions possible.

New ways to enjoy a classic

Mate carries a deeply rooted tradition, but that does not mean it remains static.

Recent years have seen new ways to present, consume, and pair it: from herbal blends to designer accessories, culinary concepts, and lifestyle-oriented products.

Expo MATEAR showcased many of these explorations through interactive experiences, talks, guided tastings, and spaces dedicated to consumer trends.

Gastronomy was also part of the program, featuring dishes and pairings inspired by the mate world.

The result was an expansive look at a product capable of preserving its essence while embracing new forms of expression.

Design joins the circle

There is another compelling aspect to the culture of mate: the objects surrounding it.

Gourds made of calabash, wood, ceramic, or stainless steel. Bombillas in varied shapes and materials. Thermoses, carry bags, and accessories blending functionality, identity, and design.

Each piece reveals something about the person who chooses it and the way they enjoy the ritual.

The fair offered a glimpse into how creative ventures are reinterpreting these everyday items, integrating new materials, colors, and solutions without severing their ties to tradition.

Because the world of mate is also fertile ground for Argentine creativity and design.

A custom that always welcomes sharing

The motto for this edition was “The taste of being Argentine”.

And that may be the finest way to capture the spirit of the event.

Mate is an essential element of the country's cultural identity, yet its significance extends far beyond the drink itself.

It lives in the gesture of offering it, the pause it creates, and the conversations that so often spark around a shared circle.

Expo MATEAR placed that custom at center stage once again, uniting those who harvest the yerba with those who savor it day after day.

Because behind every mate lies much more than an infusion: there are stories, hard work, design, and a uniquely Argentine way of sharing time.

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