Our Story
Why does Midoricha sell only one matcha?
Midoricha sells exactly one product: a 30g pouch of ceremonial grade matcha from a single estate in Uji, Kyoto Prefecture. There is no range of grades and no wall of options, because we think the matcha world already has enough of those. What it lacks is clarity about what is actually good.
We would rather do one thing properly than sell ten versions at different quality levels and leave you to guess which one is the real thing.
Why Uji, and why one valley?
Uji lies between Kyoto and Nara, and it is where Japanese tea growing became a serious craft, centuries before matcha reached the rest of the world. The farmers there still grow shade-covered tea on the same terraced fields their families have worked for generations.
We buy from one estate in that valley, from one harvest window a year, and we never blend it with tea from anywhere else. That choice makes us more vulnerable than a blender, because a difficult year cannot be averaged away with leaves from somewhere else. In return, we can trace every pouch back to a specific field and a specific harvest, and we think that is worth far more than the safety net we give up.
Why do we ship from the Netherlands?
Midoricha is a Dutch company. The matcha travels from Uji to us, and we pack and ship every order from the Netherlands to mailboxes across the EU. That is the whole supply chain: grown and stone-milled in Japan, shipped from here.
Being based here also means we work under EU food law and Dutch consumer law, and that a real person reads your email when something goes wrong with an order. We are a small team, and we like it that way.
What does quality obsession look like in practice?
Honestly, it is not very glamorous. It means checking that a harvest is genuinely first flush before we commit to it, and saying no to cheaper stock even when it would let us sell more products at more price points. It also means writing pages like this one, because we would rather explain what ceremonial grade and single-origin really mean than let those words do the selling on their own.
We are not trying to be the biggest matcha brand or the cheapest one. We just want to be the brand that can answer any question about where your matcha came from.
What happens next
We plan to stay small on purpose. One product from one origin, done properly, comes before any thought of a second. If we ever add something new, it will be because it meets the same bar, not because it was easy to sell.
If you want to taste what all of this adds up to, start with our 30g ceremonial matcha. And if you want to dig deeper into the craft, read our matcha or learn how to prepare it.