In the interior of Rio Grande do Sul, in Vespasiano Corrêa, three sons of Italian immigrants, João, Antônio and Luiz Baldo, started a small artisanal production of yerba mate in 1920. A century later, the brand that was born in the countryside aims at a very different stage: the World Cup. The company, however, will sponsor another team: Argentina.
The decision is part of a very well designed strategy: in Argentina, the country that consumes more than 27 thousand tons of yerba mate per month, winning over the consumer goes beyond being present on the shelves and having competitive prices. You need to create a connection. This is the path that Baldo wants to follow.
With headquarters and production in six factories in Brazil, the company was already among the best-selling brands in Uruguay. In 2024, the company decided to make its definitive entry into the Argentine market.
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There, the operation is led by partners Alejandro and Rodrigo Durán and by Horacio, in a model that works as a strategic extension of the Brazilian matrix, from where ready-made products are sent. “The product comes finished from Brazil. It is not broken down here nor arrives in bulk. Baldo values the raw material”, highlights Alejandro Durán, partner and responsible for the company’s communications, in an interview with Forbes Argentina.
Durán further explains that the relationship between the players and the company emerged naturally, beyond marketing: “It’s not just advertising; the players choose the herb and there are many images of them with their mate kits. Before it was something discreet for rights reasons, but now they can openly show that it is the herb they will take to the World Cup.”
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From a small family operation in Serra Gaúcha, Baldo accelerated its industrialization from the 1970s onwards. It began processing soybeans, modernized processes and expanded its presence beyond Rio Grande do Sul. Today, it has more than 500 direct employees, five manufacturing units in Brazil and acts as an exporter of yerba mate and plant derivatives to several countries.
In a statement released by G1, the company highlights that the partnership with the AFA is seen internally less as a one-off marketing action and more as a long-term movement, aligned with the culture of Argentine football. Check out the full statement below:
“Baldo positions itself in this partnership with deep respect and gratitude. We understand that the Argentine National Team belongs to the Argentines and we recognize the strength of this feeling, built by generations and sustained by a culture passionate about football. Our role is to add to this story by valuing what really is at the center of this connection: yerba mate.
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The act of killing is an authentic symbol of South America. It crosses borders, brings people together and carries with it values such as coexistence, tradition and shared energy. In this sense, football presents itself as a natural territory for this connection, as it also represents identity, encounter and collective passion.
The partnership with the Argentine Football Association reflects an organic movement, built on this common culture. More than an institutional association, it is the union of two universes that were already connected in the daily lives of athletes, concentrations and the very essence of Argentine football.
We share fundamental values such as the constant search for excellence, commitment to quality and respect for our history. Being alongside an entity that demands the highest standards reinforces our purpose of taking yerba mate to new markets, always with authenticity and responsibility.
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More than a sponsorship, this is a strategic partnership between two institutions that understand the value of consistent work, tradition and building a legacy. The synergy between Baldo and AFA strengthens both brands, integrating the mystique of the Argentine National Team with the solid trajectory of a company deeply rooted in the mate culture.
We remain happy and honored to be part of this movement, with the awareness that the great protagonist of this story continues to be yerba mate — a symbol that unites people, transcends borders and now gains even more space on the global stage.”
