FAQ
How much does matcha cost per drink?
One kilogram makes about 333 lattes at 3g per drink. That works out to roughly $0.36 a drink for Nara Matcha K53 at $120/kg, $0.84 for G120 at $280/kg, and $1.14 for Uji Premium at $380/kg. Cost per drink is the number worth comparing between suppliers — price per kilogram varies mostly with packaging format.
Is affordable matcha lower quality?
Matcha price mostly reflects how long the leaf was shaded, how early it was picked, and how slowly it was milled. You taste all of that when matcha is whisked with water and drunk plain. Under milk, ice, and sweetener most of it is masked, so for latte volume the useful test is whether it stays clean under milk rather than what it costs.
Who selects your matcha?
We do, in Japan. NOT THE MATCHA is run by a Japanese company and we buy directly from Japanese producers. Affordable matcha usually raises the question of who actually chose it — this is our answer.
Can I order a sample before buying in bulk?
Yes. Every product is available as a 20g sample. Make the drink you actually sell, at your usual dose, and taste it against what you pour now before committing to a kilogram.
What is your minimum order quantity and lead time?
We confirm both per product when we reply to your inquiry, because they depend on the grade and the quantity. Ask before comparing suppliers — a low price attached to a large minimum and a long lead time can be worse for a small café than a slightly higher one you can reorder quickly.
How should I store bulk matcha, and how long does it last?
Matcha fades rather than spoils. Keep it sealed, cool, dark, and dry. An opened bag is best used within about 4 to 8 weeks for colour and aroma, so buy roughly two months of usage rather than a year of stock to chase a discount.
Do you sell Chinese matcha?
Not currently. We list Japanese matcha from Uji and Nara. We are evaluating Chinese-origin matcha and will say so plainly if and when we bring any to market.
Do you ship internationally?
Yes. Shipping is calculated at checkout for online orders, and quoted with your pricing for wholesale inquiries. Tell us your destination and quantity and we will confirm it.
Can I use your matcha for baking and soft serve?
Yes, and it is a good fit. Heat, sugar, and dairy flatten the subtleties that make ceremonial grade expensive, so a culinary grade is both the better and the cheaper choice. For baking, start at 2 to 4 percent of flour weight, sifted with the dry ingredients.
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.