For over seven decades, Yerba Mate Pajarito has been one of the most beloved and recognizable yerba mate brands in Paraguay. From humble beginnings in Bella Vista to becoming an internationally leading producer exported to more than 20 countries, Pajarito's story is one of dedication, family values, innovation and a deep respect for tradition. Today, every package of Pajarito represents not only exceptional yerba mate but also the rich cultural heritage of Paraguay.
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The history of Pajarito dates back to 1956, when yerba mate cultivation began on the plantations of Don Gustavo Raatz in Bella Vista, Itapúa, Paraguay. His son, Lauro Raatz, together with his wife Sara Ulbrich, envisioned something bigger than a local business. Their passion for yerba mate and commitment to quality would eventually transform a small family operation into one of the most respected brands in the industry. In the beginning, production was simple. Yerba mate was processed in a manually operated drying facility and sold in bulk through a small family-owned store. Alongside yerba mate, the shop sold sweets to local children, creating a strong connection with the community that remains part of the company's identity today. |
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By 1958, demand had grown enough for Pajarito to begin packaging yerba mate under its own name. Every package was filled and sealed by hand by a team of 25 women led by Sara Ulbrich herself. Production reached around 300 packages per day, packed in simple brown paper bags and marked with red ink.
The company's growth accelerated in the following years. In 1970, Pajarito purchased first packaging machine, marking the beginning of a new era. Soon after, the famous red, white, and blue packaging featuring the iconic bird logo was introduced. This visual identity quickly became synonymous with quality yerba mate throughout Paraguay.
During the 1970s, Pajarito expanded far beyond Bella Vista. Sales of large-format yerba mate to Mennonite cooperatives in the Chaco region helped establish the brand nationwide. Distribution eventually reached the capital city of Asunción, introducing even more consumers to the distinctive flavor and quality of Pajarito. A major milestone arrived in 1985 when the company shipped its first export order to Taiwan. This marked the beginning of Pajarito's international journey. Exports soon expanded to Canada and many other countries, bringing the tradition of Paraguayan mate to consumers around the globe. Today, Pajarito proudly represents Paraguay in more than 20 international markets, sharing its culture and craftsmanship with mate lovers worldwide.
At the heart of Pajarito is yerba mate (Ilex paraguariensis), a plant native to Paraguay and often considered one of the country's greatest natural treasures. Deeply rooted in the traditions of the Tupí - Guaraní people, yerba mate has been enjoyed for centuries as a symbol of hospitality, friendship, and community. Historically known as "Paraguay tea" or "Jesuit tea," yerba mate grows naturally in the eastern regions of Paraguay. In the Guaraní language, it is called Ka'a, meaning "The true herb" or "The herb above all others." The yerba mate tree can naturally reach heights of 10 to 15 meters, although cultivated plants are carefully managed through traditional hand pruning and harvesting methods to ensure consistent quality and sustainable production. One of the key reasons behind Pajarito's enduring success is its ability to honor tradition while continuously innovating.
In 1988, Pajarito became the first Paraguayan producer to introduce yerba mate tea bags, making the beverage more accessible and convenient for modern consumers. Over the following decades, the company continued expanding its portfolio with new and innovative products, including:
- Herbal yerba mate blends
- Flavored yerba mate varieties
- Soluble mate products
- Soluble yerba mate with stevia
- Roasted mate beverages
- 100% organic yerba mate
Through these innovations, Pajarito has successfully adapted to changing consumer preferences while preserving the authentic character of traditional yerba mate. Today, Yerba Mate Pajarito offers a wide variety of products designed for different tastes and lifestyles.
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Alongside its iconic Traditional Yerba Mate, the range includes popular herbal blends such as: Compuesta Menta y Boldo, Compuesta Menta y Limón, Compuesta Menta Burrito & Cedrón. |
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In addition to its classic herbal varieties, the company has recently introduced exciting new combinations such as Compuesta Manzanilla y Anís, Compuesta Coco y Canela, and Compuesta Naranja y Jengibre. These innovative blends offer unique flavor experiences while preserving the authentic character that has defined Pajarito for generations. |
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Beyond yerba mate itself, Pajarito offers a complete mate experience through a selection of accessories, including gourds, thermoses, and mate bags.
Pajarito's success is measured by more than just business growth. The company has always believed in contributing positively to society and protecting the environment that makes yerba mate cultivation possible. Over the years, Pajarito has supported local communities through educational programs and scholarships, cultural initiatives, sports projects, community gardens, housing programs for workers, support and training for small-scale farmers.
Environmental responsibility is equally important. Through reforestation projects, organic plantations, sustainable farming practices, responsible waste management, and environmentally conscious transportation initiatives, Pajarito continues to invest in the future of yerba mate production.
For Mate Planet Europe, the Pajarito story is also a personal one. In 2018, we had the opportunity to meet the owners of Pajarito in Prague. That meeting marked the beginning of a close partnership, and shortly afterward we placed our first container order of Pajarito yerba mate.
In 2019 we traveled to Paraguay to visit the Pajarito factory in Bella Vista, where we gained a deeper understanding of the company's history, production processes and commitment to quality. More importantly, the visit allowed us to build strong personal relationships with the people behind one of Paraguay's most iconic yerba mate brands.
In 2024, we returned to Paraguay and visited Pajarito again. Seeing firsthand how the company continues to grow while staying true to its values strengthened our partnership even further. What began as a business relationship has developed into a warm and lasting friendship based on mutual trust, shared passion for yerba mate and a common goal of bringing authentic Paraguayan mate to consumers across Europe.
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Through this collaboration, we are proud to share Pajarito's rich heritage with mate enthusiasts throughout Europe and to continue growing together for many years to come.