The fair organized by the National Institute of Yerba Mate (INYM) y La Rural S.A. will take place on the October 17 and 18 in the Ochre Pavilion of the Exhibition Venue and will bring together producers, cooperatives, brands, entrepreneurs, and mate lovers from all over the country.
Buenos Aires, June 10, 2026 – The National Institute of Yerba Mate (INYM) y La Rural S.A. they announced the MATEAR's return to La Rural, the most important fair in Argentina dedicated to promotion of yerba mate and mate culture, which will take place on October 17 and 18, 2026 in the Ochre Pavilion of La Rural, Buenos Aires Exhibition Centre.
Consolidated as the the main meeting point of the entire yerba mate industry, MATEAR will meet again producers, cooperatives, dryers, mills, entrepreneurs, specialists, and consumers in a space designed for disseminate, promote, and celebrate one of the most representative traditions of Argentine identity.
During two days, visitors will be able to tour the stands of the main brands y Producing establishments in the country, participate in tastings, discover new products, identify consumption trends, attend talks and cultural activities, and enjoy gastronomic offerings related to the world of mate.
The fair has become a key tool to bring production closer to consumers, promote the development of regional economies and highlight the work of thousands of families that make up the value chain of the yerba mate, an emblematic activity for the producing provinces of Misiones, Corrientes, and Entre Ríos.
They sign the agreement for MATEAR 2026: Rodrigo Correa, president of INYM (left), and Carlos Solanet, Commercial Director of La Rural S.A. (right).
“Matear has consolidated itself as a Fundamental space for bring the yerba mate chain closer to consumers and to add value to a production that is part of the identity Argentine culture. This fair allows show the quality, diversity, and enormous work performed by thousands of producers, cooperatives, and industries in our country, strengthening the bond between the sector and millions of Argentinians ”who choose mate every day," he highlighted Rodrigo Correa, President of the National Institute of Yerba Mate (INYM).
For its part, Carlos Solanet, commercial director of La Rural S.A., stated: “We are proud to carry out MATEAR together with INYM., A fair that has proven to be the icon of the industry and mate culture lovers, with a large turnout and relevance. It's a proposal that brings together tradition, innovation, gastronomy, and experiences for the whole family, and which allows make visible the enormous cultural and productive value of Argentine yerba mate.
The event will take place in the Ochre Pavilion, an emblematic space for large gatherings. It has 5,000 m2 and direct access from Plaza Italia.
Since its first edition, MATEAR has brought together thousands of visitors from across the country, consolidating itself as a benchmark event for the yerba mate industry and for consumers who find in it mate is a symbol of encounter, friendship, and belonging.
The 2026 edition will seek to deepen that path, strengthening the bond between producers and consumers, promoting the Knowledge about Argentinian yerba mate and generating new opportunities for development commercial, tourist, and cultural activity. MATEAR 2026 will again convene thousands of people for celebrate a tradition that transcends generations and continues to be one of the main symbols of Argentine culture.