Not the matcha
The matcha you’ll actually use.
Kyoto. Uji. Ceremonial grade. That’s THE MATCHA — rare, expensive, and getting harder to justify every year. NOT THE MATCHA is the everyday version: good matcha, at a price and quality built for your latte, your smoothie, your café.
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THE MATCHA got too expensive to drink on a Tuesday.
Tencha farmland is limited, harvest windows are short, and global demand for ceremonial-grade matcha has outpaced supply for years running. Prices have followed. NOT THE MATCHA exists for everything ceremonial grade was never meant for anyway — lattes, smoothies, baking, the matcha you drink without thinking about it.
Read why prices are risingBest sellers
From the journal
2026-05-10
Why matcha prices keep rising — and what to do about it
Limited tencha farmland, a global demand surge, and a short harvest window are pushing ceremonial-grade prices out of reach for daily use.
2026-06-01
Ceremonial grade vs. everyday matcha: what actually matters
Ceremonial grade matcha is built for one job: whisked with water, on its own. Everyday matcha is built for a different job — lattes, smoothies, baking.
2026-04-18
How to make a matcha latte that actually tastes good
Most home matcha lattes taste chalky or bitter for one of three reasons — here is how to fix all three.