It’s clear that Argentine barbecue is world famous for the quality of our meat. But let’s be honest: his high profile doesn’t end there. The thing is At a barbecue in these countries, everything is arranged, from the tactical approach to repeating the 2022 World Cup feat to the laying of the foundations for starting a business that exceeds 80 million pesos in its monthly billing.
If this performance deserves attention in a market like Argentina, even more so if we keep that in mind This is an initiative of two brothers: Rosario and Santiago Gianolathe founders of a startup that has just completed its first year of life and is already a reference in the community of Wellness local.
The arrival of this new player is part of a special moment. And the global market for food and nutritional supplements is moving enormous numbers.: It is estimated that the size of the global D-industry will increase in 2025And Dietary supplements exceed $385,000 million. Regionally, this segment had an estimated size of US$51,317 million in Latin America in 2024 and is forecast to grow at a sustained rate of 8.2% over the next five years.
After the Covid-19 crisis, the population began to focus on staying healthy and, above all, preventing possible risk factors or chronic diseases. All of this is driving the growth of the nutritional supplements market, including those aimed at helping athletes improve their performance.
In this sense, Demand for products designed to boost the immune system, optimize digestive health and prevent nutritional deficiencies increased. In addition, the industry not only offers these dietary supplements in capsule or powder form for dilution, In many cases they are already added to water, yogurt and even spices or healthy snacks.
Noticing this, the brother duo showed their complementarity and got to work. So They founded Matter Supplements, a project specializing in nutritional supplements whose main product is Green Boost. which consists of 58 functional ingredients that replace more than a dozen individual dietary supplements. And beyond that offers specific benefits such as: Contributing to good digestionon gut microbiota and detoxification; strengthens the immune system and supports cardiovascular health; acts as a natural antioxidant and anti-inflammatory; promotes hormonal balance and metabolic health; improves energy and cognitive functions; supports muscle building and bone healthpromotes more balanced skin and helps control acne.
Contains vitamins, minerals, superfoods, probiotics, plant proteins and digestive enzymes According to entrepreneurs, benefits include strengthening the immune system, improving digestion, increasing energy and concentration, supporting hormonal and skin health, and antioxidant and anti-inflammatory effects.
Santiago brought his knowledge of marketing – he had just returned from Australia and recognized the maturity of the nutritional supplements market there – and Rosario brought the science with her experience as a food engineer with an MBA from IAE Business School.
The first step came at the barbecue, the second when they managed to raise the initial capital: $100,000to which many men’s hours (theirs) contributed to develop “a simple and transparent proposal”, as they define it.
With the confidence of those who know, they knew they were on the right track right from the start. “We had an incredible return, not just in sales, but in something even stronger: people really felt the benefits. The messages, the stories and the energy they gave back to us were a shock,” says the duo.
And there’s more: “In just the second month we achieved a sales volume that blew us away. and made it clear to us that this wasn’t just a barbecue idea for the whole family. There was a real need and we addressed it in the right way. That’s when we realized we had the potential to become a real company and that it was here to stay.”
Both had a transition to independent living. “I had already left the corporate world several years earlier to pursue consulting and select projects that really motivated me. Entrepreneurship was a natural progression of this search for freedom and meaning“says Rosario, who lives in Tandil and became a mother a few months ago, discovering the benefits of having some control over working hours.
Santiago, for his part, had worked in startups in Australia for several years. “The jump into entrepreneurship followed this rhythm: build, iterate, make mistakes quickly and try again,” he says.
“Today, as entrepreneurs, we feel that our functions are much more dynamic than in a Body. We touch all areasWe make decisions every day and see the effects immediately. There are no endless processes or bureaucracy to slow you down. This agility makes us feel more alive, more creative and has the opportunity to constantly improve,” they say in unison and with joy.
Now, rapid growth can be a big challenge for many startups that not everyone can overcome.
What is the strategy of these brothers? “From day one we took the assembly of the structure very seriously. We knew we wanted to grow, but also that we wanted to do so in an orderly, efficient and sustainable way. For this reason We automate and professionalize a large part of the processes right from the startwhich enabled us to absorb the growth,” they explain
But according to these entrepreneurs Staying afloat is the biggest challenge they have had to face. “The challenge is undoubtedly economic. In Argentina it is part of the rules of the game: deal with constant change, adapt quickly and learn to deal with a certain level of permanent uncertainty,” they say.
The entrepreneurs They realize that the most complex thing is to project into the future. “Any economic or political factor can change – for better or for worse – and that forces you to always be alert, recalculate and make decisions in near real time.
But it’s also true that the same dynamic makes you more flexible, more creative and much more resilient. We want to see it that way, as something that gives us a lot of dynamism so that we don’t get frustrated and protest all the time,” they explain, sharing the numbers: In the last three months they have grown by 45% and 60% of consumers are repeat customers.
Naturally, Part of the explanation for the start lies in the fact that one could sense that a window of opportunity was opening. In Argentina there is a great openness to wellness, prevention and healthy habits.
About The Author
