Matcha’s Moment: Can the Tea Industry Sustain One of Its Fastest-Growing Categories?
Matcha is increasingly being used in cocktails such as this Japanese sake drink. Image credit: Pete-stock.adobe. com
As matcha’s popularity continues to surge globally, Japan is struggling to meet domestic demand, let alone international demand. This article explores what is spurring matcha’s rapid growth and the production and processing challenges facing the industry, especially in Japan. By Aaron Kiel
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Topics
farming global market matcha sustainable agriculture
PeopleAaron Kiel Deanne Allegro Dr Sharon Hall Eijiro Tsukada Jason Walker John Snell Kunikazu Mochitani Maria Uspenski Rona Tison Shabnam Weber Theo Friedman Tristan Höver Yunn Lim
OrganisationsBetter Buzz Coffee Roasters Datassential Firsd Tea International Matcha Association International Organization for Standardization ITO EN Mintel NMteaB Oakland Coffee San Mateo starbucks Tea and Herbal Association of Canada The Tea Association of the USA. The Tea Spot
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