origen de las marias hombres en el campo

Origin of Las Marías

It all started with a cattle property called Vuelta del Ombú.

Uruguayan Víctor Navajas, a prominent resident of the city of Santo Tomé and one of its founders, bought the farm. Then one of his sons, Adolfo Navajas, named it Las Marías in 1912, shortly before his death. That same year his widow Concepción Centeno de Navajas moved there with her four children, determined to stay and make a living from the land, adding to the classic cattle raising activity some plantations.

Defying tradition, in 1912 he bought two thousand yerba mate plants and planted them in Las Marías; although he was unsuccessful, the family kept the record of that attempt.


Las Marías and its founder

In 1924, Víctor Elías Navajas Centeno, heir to Las Marías, once again challenged the traditions of the region by successfully planting the southernmost yerba mate plantations on the planet

Some time later, Don Victor decided to continue innovating, and started the integral production of yerba mate, from the nursery to the packaging at origin. In 1940, the Taragüi brand began its journey to then stand out in a competitive market.

In this context, the need for a medical service and a school became a priority in Las Marías, in addition to guaranteeing housing for the workers' families. Thus a community was formed with the family spirit that characterizes it to this day.

In the forties and fifties, the incorporation of Don Victor's oldest sons into the productive activity had a multiplying effect. Tea, which had been cultivated in the region of Misiones, also began to be developed in Las Marías in an integrated manner. In just a few years, it achieved top scores worldwide.

On the other hand, the forestations initiated in response to the challenge of taking advantage of low-lying areas unsuitable for yerba mate and tea, gave rise to the development of a growing wood industry.

In the 1960s, Don Victor decided to retire. He resumed intensive livestock farming as an occupation and created the Victoria Jean Navajas Foundation, focused on education and reaching out to the entire community. Some time later, he traveled the world, built the chapel of Las Marias cemetery and died at the age of 64 in Barcelona, on July 10, 1967.

History of Las Marías


Planting of the first productive yerbal


First production and sale of packaged yerba mate


Launching of Yerba Mate Taragüi in package.


Creation of the Taragüi Club, where more than 1,300 children, youths and adults practice sports.


Founding of the Victoria School, which provides free early childhood and primary education to the children of employees and the community of Virasoro.


First tea plantations, made with seeds of the Assam variety originating in India.


First export of Yerba Mate Taragüi.


Development of the continuous fermenter, which made it possible to homogenize the quality of tea; later adopted in the rest of the world.


Creation of the Victoria Jean Navajas Foundation, which promotes educational initiatives.


Elaboration of the first yerba mate in bags: the mate cocido.


Creation of the Victor Navajas Centeno Agrotechnical Institute for training and regional productive development.


First high density yerba mate plantations in Argentina, specially adapted for mechanical harvesting.


Start-up of the first self-propelled tea harvester in the country and the first in the world to operate efficiently.


Presentation of the first mechanical yerba mate harvester developed in Las Marías.


Launching of Unión: first yerba mate in the market segmented as soft


Research and implementation for Integrated Pest Management in yerba mate and tea.


Creation of the concept of a practical mate to drink anywhere: the Mate Listo.


Launch of La Merced: first premium yerba mate in the market and pioneer in segmenting by area of origin and type of production.


Launching of Mañanita: easy to drink from the first mate.


Good Manufacturing Practices Certification for yerba mate, granted by IRAM.


Good Manufacturing Practices Certification for black tea, granted by IRAM.


First company in Argentina to certify Forestry Activity under the principles and criteria of the FSC ®.

HACCP certification in the yerba mate production process that guarantees food safety.


First green tea grown and produced in Las Marías.


AA quality seal certification for our yerba mate, which ensures compliance with superior conditions throughout the processing chain.


Beginning of the use of big bags that optimize parking..


Gold Medal Award for Taragüi tea, repeated five times until 2023..


We obtained two La Nación - Banco Galicia awards for Agricultural Excellence.


We were awarded the Aliment.Ar prize in the Beverages category.


Rainforest Alliance certification that endorses part of the tea production and guarantees more sustainable agricultural practices.


SIAL Innovation Award for the Taragüi Mate Experience kit.


Industrial and Productive Tourism Label that recognizes our open-door productivity proposal for its quality and sustainability.


First yerba mate company to receive FSSC 22000 certification.