FAQ
Is NOT THE MATCHA the same as ceremonial-grade matcha?
No. NOT THE MATCHA is an everyday-grade matcha, made from a later harvest than ceremonial grade. It is built to be bold and consistent under milk, ice, and sugar — for lattes, smoothies, and baking — not to be whisked alone and drunk plain.
Why is ceremonial-grade matcha so expensive right now?
Ceremonial-grade matcha comes from a small, fixed supply of shade-grown tencha harvested once a year, mostly from Uji and Nishio in Japan. Global demand has grown much faster than that supply, pushing prices up significantly over the past several years.
Can I use NOT THE MATCHA for lattes and smoothies?
Yes — it is specifically blended for that. It holds its matcha flavor and color under milk, ice, and sweeteners better than a delicate ceremonial-grade matcha would.
Do you sell to cafés and retailers?
Yes, through our wholesale program. See the Wholesale page for details and to submit an inquiry.