It is clear that Argentine barbecue is world famous for the quality of our meat. But, let’s be honest: his high notoriety does not end there. The thing is In a barbecue in these lands everything is arranged, from the tactical approach to repeat the feat of 2022 in the World Cup to laying the foundations to generate a company that exceeds 80 million pesos in its monthly billing.
If this achievement deserves attention in a market like Argentina, even more so if we consider that This is an initiative created by two brothers: Rosario and Santiago Gianolathe founders of a startup that has just completed its first year of life and is already a reference among the community of wellness local.
The arrival of this new player is part of a special moment. And the global market for dietary and nutritional supplements moves enormous numbers.: in 2025 it is estimated that the size of the global d industrye supplements exceeds US$385,000 million. At the regional level, in Latin America this segment had an estimated size of US$51,317 million in 2024 and a sustained growth of 8.2% is projected to occur in the next 5 years.
Having gone through the Covid19 crisis, populations began to focus on staying healthy, and above all on preventing possible risk factors or chronic diseases. All of this drives the growth of the supplements market, including those that are aimed at supporting athletes to improve their performance.
In this sense, Demand became stronger among those products that seek to improve the immune system, optimize digestive health and prevent nutritional deficiencies. To this we must add that the industry not only provides these supplements in capsule or powder forms to dilute, In many cases they are already added to waters, yogurts and even condiments or snack fits.
Then, upon observing this, the duo of brothers showed off their complementarity and got to work. So They created Matter Supplements, a project specialized in supplements whose star product is Green Boost. which is formulated with 58 functional ingredients that replace more than a dozen individual supplements. And, furthermore, offers specific benefits such as: contributing to good digestionto the intestinal 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 function; supports muscle development and bone healthand promotes more balanced skin and helps control acne.
Contains vitamins, minerals, superfoods, probiotics, plant proteins and digestive enzymes And among the benefits, the entrepreneurs detail that it strengthens the immune system, improves digestion, enhances energy and concentration, supports hormonal and skin health, and acts as an antioxidant and anti-inflammatory.
Santiago contributed his knowledge in marketing – he had just returned from Australia and there he had detected the maturity of the supplements market – and Rosario brought the science with her experience as a Food Engineer with an MBA from the IAE Business School.
The first step was taken in the barbecue, and the second when they managed to raise the initial capital: 100 thousand dollarsto which many men hours (theirs) added to develop “a simple and transparent proposal”, as they define.
With the confidence of those who know, as soon as they launched they knew they were on the right path. “We had an incredible return, not only in sales, but in something even stronger: people really felt the benefits. The messages, the stories and the energy they gave us back were a shock,” says the duo.
And there’s more: “In the second month we were already managing a sales volume that slapped us in the face. and made us realize that this wasn’t just a family barbecue idea. There was a real need and we were addressing it in the right way. That was the point at which we understood that we had the potential to become a real company and that it was here to stay.”
Both had a transition to independent life. “I had already left the corporate world several years before to dedicate myself to consulting, choosing projects that really motivated me. Entrepreneurship was a natural evolution of that search for freedom and purpose“says Rosario, who lives in Tandil and became a mother a few months ago, so she is discovering the benefits of having some control over work times.
For his part, Santiago had worked for several years in startups in Australia. “The leap into entrepreneurship was very aligned with that 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 impact immediately. There are no eternal processes or bureaucracy that slows you down. That agility makes us feel more alive, more creative and with the possibility of constantly improving,” they say in unison, and with joy.
Now, growing fast can be a big challenge for many startups, and not all of them can overcome it.
What is the strategy of these brothers? “From day one we took the assembly of the structure very seriously. We knew that we wanted to grow, but also that we wanted to do it in an orderly, efficient and sustainable way. That’s why We automate and professionalize a large part of the processes from the beginningwhich allowed us to absorb the growth,” they detail
But, according to these entrepreneurs, Staying afloat is the biggest challenge they had to face. “The challenge, without a doubt, is economic. In Argentina it is part of the rules of the game: operate with constant changes, adapt quickly and learn to work with some permanent uncertainty,” they say.
The entrepreneurs They recognize that the most complex thing is to project into the future. “Any economic or political factor can change—for better or worse—and that forces you to always be attentive, recalculating and making decisions almost in real time.
But it is also true that this same dynamic makes you more flexible, more creative and much more resilient. We seek to see it this way, as something that gives us a lot of dynamism so as not to get frustrated and protest constantly,” they state and share the numbers: In the last three months they grew 45% and 60% of consumers are repeat customers.
Of course, Part of the explanation for the takeoff is also having been able to smell that a window of opportunity was opening. In Argentina there is a huge openness towards well-being, prevention and healthy habits.
