Las Marías family adapts through four generations
Summary and headline written by AI from the source article. How we work
In Virasoro, Argentina, the Navajas family continues to operate Las Marías, a company founded in 1924 that began with yerba mate and now includes tea, cattle, and forestry.
Víctor Navajas started the business with his brother Cesáreo, and today, fourteen family members participate as owners, active workers, or shareholders. The family experienced difficulties in the past but implemented new requirements for future generations to join the company, including advanced education, English language skills, and prior experience at another large company.
Currently, Roberto Navajas, the son of Stuart Navajas, serves as the CEO, making him the fourth generation to lead Las Marías. Adolfo Navajas, a third-generation owner, considers it a mistake that his first job was within the family business, as the current standards for new hires weren’t in place then. The company also established the Victoria Jean Navajas Foundation in 1965, named for a granddaughter lost in childhood, to benefit the local community of Virasoro.
Las Marías’ product line expanded in 1992 with the “Mate Listo Taragüí,” a ready-to-drink mate designed for convenience. The company now sells its products internationally, particularly to people who emigrated from Argentina and miss the taste of home. Las Marías also processes yerba mate at its mill, blending different batches to ensure consistent quality before packaging.
