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2024 Matcha Shortage: What Went Wrong?
Forbes ^ | Zoryana Zagorodnya

Posted on 12/16/2024 5:20:35 PM PST by nickcarraway

As I was browsing through my social media feed this morning, enjoying my homemade matcha latte, I stumbled upon a concerning headline about the very thing I was consuming: A matcha shortage is currently affecting Japan. Naturally, this sent me down the matcha “rabbit hole” to explore the underlying causes of this global shortage.

Matcha is a finely ground powder made from specially cultivated green tea leaves. It has a vibrant green colour and a higher caffeine content, making it a healthy alternative to coffee. Its popularity is on the rise as the global matcha market is expected to grow to about $5 billion by 2028, reflecting a compound annual growth rate (CAGR) of 10.39% from 2023 to 2028.

Social media has been a key driver in elevating matcha's popularity. Influencers and health enthusiasts frequently generate interest among their followers by showcasing matcha drinks, as well as matcha-contained food as a part of their healthy lifestyle. And that is exactly enough to capture the hearts of target audience: millennials and Gen Z, known for their passion for natural and plant-based products. These generations are not just consumers; they are trendsetters who prioritize wellness and holistic health in their dietary choices. They crave unique experiences, and matcha perfectly fits the bill. As a result, matcha has surged in popularity, popping up in cafes and restaurants worldwide.

Currently, there is a shortage of tencha, the tea leaves specifically used for producing of matcha. This surge in demand has rapidly depleted existing stocks, outpacing the ability to replenish them. As a seasonal product, tencha requires a specific timeframe for growth and harvest, making it particularly scarce at this time of year when the harvest is over. Moreover, climate change is exacerbating these challenges with unpredictable weather patterns that impact both the quantity and

(Excerpt) Read more at forbes.com ...


TOPICS: Business/Economy; Food; Health/Medicine
KEYWORDS: fakenews; neverheardofthis

1 posted on 12/16/2024 5:20:35 PM PST by nickcarraway
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To: nickcarraway

My FR name, “Chajin,” means a person who practices the Japanese tea ceremony, which is where the drinking of matcha began. Until this moment I had not heard of the matcha shortage, but it isn’t surprising, given the trend in coffee shops and bakeries to provide it.

I suspect, without knowing for certain, that it is the lower grade matcha that is in short supply, the kind used in baking and mixed beverages. For tea ceremony, I have to get the ceremonial grade or even the competition grade, which is order DHL from Japan at $100 for a 60-gram container, not at all what would be used in the two coffee shops in my town that offer matcha lattes.


2 posted on 12/16/2024 5:25:50 PM PST by chajin ("There is no other name under heaven given among people by which we must be saved." Acts 4:12)
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To: chajin

I like the matcha Starbucks uses. Problem is the sugar’s mixed in and you can’t adjust it. All pre-sweetened. I would prefer unsweetened and adding my own honey or agave.


3 posted on 12/16/2024 5:30:45 PM PST by CondoleezzaProtege
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To: nickcarraway; Rennes Templar; The Spirit Of Allegiance
2024 Matcha Shortage: What Went Wrong?

Greenies.

4 posted on 12/16/2024 5:31:42 PM PST by Ezekiel (🆘️ "Come fly with US". 🔴 Ingenuity -- because the Son of David begins with MARS ♂️, aka every man)
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To: chajin

And I like with (unsweetened) soy or almond milk.

It’s a slower burn caffeine fix than coffee.

However apparently green teas in general are high in histamines? And so in moderation.


5 posted on 12/16/2024 5:33:21 PM PST by CondoleezzaProtege
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To: nickcarraway

I went by uji last summer and everything seemed fine


6 posted on 12/16/2024 5:44:56 PM PST by struggle
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To: CondoleezzaProtege
However apparently green teas in general are high in histamines?

Matcha has EGCG that inhibits histamine, and also theophylline which is a vasodilator, opens up the lungs.

7 posted on 12/16/2024 5:58:43 PM PST by chajin ("There is no other name under heaven given among people by which we must be saved." Acts 4:12)
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To: struggle
I went by uji last summer and everything seemed fine

Go ahead and make me jealous...I haven't been to Uji in 20 years. The promenade ending at Byodo-In is a tea lover's paradise.

I order my tea from hikibi-an, which is up in the hills overlooking Uji; one time I got a personal tour of hibiki-an's groves and tea grinding factory, a wonderful experience.

8 posted on 12/16/2024 6:02:31 PM PST by chajin ("There is no other name under heaven given among people by which we must be saved." Acts 4:12)
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To: nickcarraway
making it a healthy alternative to coffee.

Coffee is healthy. Why do they say matcha is "more" healthy? Several animal and large population studies show coffee has several health benefits.

9 posted on 12/16/2024 6:02:34 PM PST by marktwain (The Republic is at risk. Resistance to the Democratic Party is Resistance to Tyranny. )
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To: nickcarraway; little jeremiah

Nick, thanks for letting us know. We do not use much, but I suppose we should still get another bag.


10 posted on 12/16/2024 6:28:45 PM PST by Pete from Shawnee Mission ( )
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To: CondoleezzaProtege
I like the matcha Starbucks uses. Problem is the sugar’s mixed in and you can’t adjust it. All pre-sweetened. I would prefer unsweetened and adding my own honey or agave.

Get the Sencha Matcha from Amazon (LINK). Outstanding quality and reliability, and by far the best price per ounce for the quality. My entire family uses it, with raw milk or almond milk, honey or maple syrup or agave, and one of those handheld whisk things from Ikea.


11 posted on 12/16/2024 6:36:55 PM PST by montag813
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To: marktwain

Deny me my morning coffee and see just unhealthy it gets. Lol


12 posted on 12/16/2024 6:57:57 PM PST by WKUHilltopper
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To: chajin

Competition grade? Does it have extra caffeine?


13 posted on 12/16/2024 8:18:02 PM PST by RitchieAprile (available monkeys looking for the change..)
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To: chajin
I have to get the ceremonial grade or even the competition grade, which is order DHL from Japan at $100 for a 60-gram container, not at all what would be used in the two coffee shops in my town that offer matcha lattes.

I had that once years ago - memorable and delicious...

14 posted on 12/16/2024 8:28:14 PM PST by GOPJ (https://files.catbox.moe/rwi6a2.jpeg //files.catbox.moe/14hch9.jpg <img src="[image url]">)
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To: nickcarraway
Drink finely ground bugs. Problem solved. Don't like the taste? Tough, get used to it.

Some peons think they deserve to be treated like elites, I swear. The nerve of these peons.

15 posted on 12/16/2024 8:38:03 PM PST by Robert DeLong
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To: nickcarraway

Oh noze! A matcha shortage is the least of our worries....


16 posted on 12/17/2024 5:39:06 AM PST by trebb (So many fools - so little time...)
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To: RitchieAprile
Competition grade? Does it have extra caffeine?

Matcha has little to no caffeine; its stimulant is theophylline, which has a similar effect as ma huang (ephedrine) as a vasodilator.

Competition grade is the highest quality matcha, similar to what a vintner would set aside as the best wine of a particular year, the wine that could win a national or international contest.

17 posted on 12/17/2024 9:56:39 AM PST by chajin ("There is no other name under heaven given among people by which we must be saved." Acts 4:12)
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To: montag813

nice! thank you. yes i still don’t have one of those whisk things and that would complete the set up for sure!


18 posted on 12/18/2024 7:52:20 AM PST by CondoleezzaProtege
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