As part of our little matcha community, you may have noticed that some of your favourites are out of stock or in limited supply. As global demand for organic matcha grows and this year’s harvest presents new challenges, we’re facing temporary supply constraints. We want to keep you informed on what’s going on behind the scenes and what to expect in the weeks ahead.
High Demand and Limited Supply 🍵
Matcha has seen a remarkable rise in global popularity over the last year, finding its place in everything from artisanal cafés to daily wellness rituals. But while demand has increased, supply hasn’t kept pace, especially for organic matcha, which represents less than 10% of Japan’s total matcha production.
As a result, we’re currently facing short-term inventory constraints until the 2025 harvest is fully produced and distributed. We're aiming to be restocked across all product lines by mid August and deeply appreciate your patience in the meantime!
The Upcoming 2025 Harvest 🌿
Fresh spring and summer harvests are now underway, but yields are a little lighter than usual. Regions like Uji and Kagoshima saw some unexpected weather conditions which impacted the overall volume, especially for high grade organic tencha (the raw leaf used for matcha).
Adding to the strain is Japan’s aging farming population. With many experienced growers now past retirement age and fewer successors stepping in, more tea fields are being retired instead of replanted. The result: matcha supply is shrinking even as global demand continues to rise.
How the Matcha Auction Impacts Pricing 🏷️
Each year, Japan hosts a series of tencha auctions, where producers and brands from around the world bid on freshly harvested tea leaves. In 2025, with yields down and demand at record highs, competition was intense, driving prices up significantly across the board.
This shift will be impacting pricing across the entire industry. As the new season’s matcha begins arriving from Japan in August, we’ll be updating our retail, bulk and wholesale pricing accordingly. While price increases are never ideal, we remain committed to offering high quality organic matcha in a variety of grades, sizes and price ranges.
Meeting Future Demand 📦
Japan’s tea industry is already taking action. The Ministry of Agriculture is offering incentives to encourage more farmers to grow tencha, especially in regions suited for organic cultivation. Research is also underway to develop heat and pest-resistant cultivars to better withstand changing climate conditions.
Technological innovation is helping too. Some farms are adopting improved shading systems, harvesting tools and sustainable practices that reduce labor demands without sacrificing quality. While traditional methods remain at the heart of matcha production, these updates offer much-needed support to aging producers.
On our end, we’ve formed new partnerships with additional farmers and producers to help maintain matcha availability year round.
What’s Coming: New Matcha Drops ✨
This year, we’ll be introducing several new matcha offerings including region-specific releases, single-cultivar batches, and even a matcha citrus twist! We can’t wait to share what we've been working on.
Looking Forward 💚
The 2025 matcha shortage isn’t just a supply issue, it’s a reminder of the care, effort and time that goes into every cup. As we wait for the new harvest to arrive, we invite you to pause, appreciate and support the skilled and hard working artisans behind your matcha.
Thank you for being part of this journey with us. Quality takes time — and it’s always worth the wait.
Megan & Chris
Cofounders
