Why High-Quality Matcha Has Been Harder to Find — A Note from Gotcha Matcha
Dear Matcha Community,
If you’ve noticed that your favorite matcha is harder to find, more expensive, or on back-order — you’re not imagining it. The global matcha supply has been under unprecedented strain over the past few years, and we want to share both what’s happening and why it matters — honestly, openly, and with deep appreciation for your continued trust.
What’s Going On With the Global Matcha Supply?
1. Weather Extremes in Japan
Matcha comes from a small number of high-quality tea growing regions, primarily in Japan’s Uji, Nishio, Shizuoka, and Kagoshima districts. These areas have traditionally produced much of the world’s premium ceremonial and café grade matcha.
But in recent years:
- Heat waves
- Unpredictable rainfall
- Typhoons and droughts
have all affected tea plant growth cycles and leaf quality. Tea plants are sensitive — particularly the shade-grown leaves used for matcha. When growing conditions fluctuate, yield and quality can drop significantly.
2. Labor Shortages
Tea cultivation — especially for high-grade matcha — is labor intensive.
Skilled harvesters and tea masters are required to:
- Shade the tea fields at just the right time
- Hand-pick only the top leaves
- Process them quickly into high-quality tencha
Japan, like many agricultural industries, is facing labor shortages. Fewer hands in the fields mean smaller harvests and higher costs.
3. Global Supply Chain Disruptions
The pandemic and ongoing logistics challenges have impacted nearly every product we ship — matcha included.
- Container shortages
- Port delays
- Rising freight costs
- Export restrictions
All of these have squeezed the global tea trade, making it harder, slower, and more expensive to bring premium Japanese matcha to global markets like the United States.
4. Rising Worldwide Demand
- Matcha isn’t just a specialty product anymore — it’s a global category. From cafés and smoothie bars to home kitchens and wellness routines, matcha demand has surged.
That’s wonderful for the tea category — but it also puts pressure on limited supply. When demand outpaces production, prices rise and inventory tightens.
What This Means for Gotcha Matcha
We know this has been felt directly by you:
- Longer wait times
- Fewer restocks
- Higher retail prices
And we want you to know: this is not a pricing experiment. This is the economic reality of sourcing real, high-grade matcha during a global shortage.
Why We Still Choose Quality Over Cost Cutting
Some brands chase cheaper matcha to maintain lower prices. But cost cutting almost always means sacrificing leaf grade, color, aroma, and flavor.
At Gotcha Matcha we stand by:
Traditional Japanese sourcing
We work with growers who use time-honored shading and harvesting practices.
Grade integrity
We don’t relabel lower-quality tea as “premium.”
Transparent supply chain
We tell you where it comes from.
Yes — this means prices are higher than they were a few years ago. But it also means:
- Your matcha is authentic matcha from Japan
- Made according to centuries old traditions
- It tastes rich and vibrant
- It supports traditional farming practices
What You Can Expect Moving Forward
More consistent supply
We are working closely with partners in Japan to stabilize batches.
Priority access for loyal customers
Pre-orders, waitlist options, and early notifications will continue.
Transparent updates
Whenever supply challenges shift — we’ll tell you honestly.
A Note of Gratitude
We know you choose Gotcha Matcha not because it’s the cheapest, but because it’s the best you’ve tasted, and because you trust us to source responsibly.
Thank you for:
- Supporting quality over cheapness
- Being patient with fluctuations
- Showing up for ritual and joy
- Growing with us as this category evolves
In Closing
Matcha isn’t just a product — it’s a centuries-old tradition rooted in craft, community, and care. Those things aren’t easily rushed, manufactured, or corner-cut.
And that’s exactly why we continue to source the best we can — even when the world makes it harder.
To flavorful cups, clear minds, and honest tea,
— Alissa
Gotcha Matcha
