But not all matcha is created equal

Do you know exactly where your brand of matcha comes from? 
Too much matcha today is mass-produced from heavily automated factory-farms. It's bitter, granular, has a dull color, and doesn't dissolve. 
Matcha deserves better.  We think our customers do too.

Most of the matcha sold outside Japan is substandard and mass produced on heavily automated factory-farms. It may be cheap - but it is also bitter, dull in color, granular, and dissolves poorly. No matcha should be this way. Instead, matcha should be a beautiful vivid green color, and be stone milled to an extremely fine powder which dissolves easily in water. It should have a smooth, grassy "umami" flavor and require no sweetener. This is way all matcha was like before intensive farming - and the way it is still, on tea farms that stay true to their heritage.

As the popularity of matcha grows outside of Japan, increased demand is leading suppliers to resort to low-cost production outside of Japan, or to using unsuitable land inside Japan. Too many matcha sellers are vague or downright misleading about exactly where their product comes from. In many cases, due to complex supply chains and blending of tea from different areas, it would be impossible to ever truly know. We don't believe matcha should be commoditized, and we want our customers to know exactly where who grew their tea and where.

Only 2% of matcha grown in Japan is genuinely certified organic by JONA (the Japanese government organic certification body) and by the USDA. Sadly, many sellers fraudulently put the USDA and JONA symbols on their packaging without actually gaining certification. The USDA allows the use of it's "Organic" logo if JONA has already done so, so if a product made in Japan isn't genuinely JONA certified, neither is it legally USDA certified. And if the product package doesn't show a verifiable JONA number code as well as the logo - it's fake. Kyoto Teahouse is the real deal. Our verifiable JONA code is: JN70725PR.

It's so important that customers insist upon genuinely certified organic matcha. Why? Because the same reason reason that matcha is so powerfully good for you (you consume the whole leaf, not just traces like in steeped green tea) is the same reason it can actually be damaging to your health if it is not organic: if chemicals were used in the production of the matcha, they are all consumed when you drink or eat the matcha.

Most matcha on the market is either very cheap but extremely poor quality, or extremely high grade and unaffordable. Either way, getting quality matcha and all its health benefits into your life every day is difficult.


Premium Culinary Grade


Tel: +81 (0) 4086 1867

Kyoto Beanshouse 202



Kyoto City 602-0065 


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