Café, restaurant, hotel or deli: your supplier decides the colour of your lattes, the taste from one cup to the next and your margins. This guide gives you the 8 criteria to judge a supplier by, and a test to score yours in five minutes.
A good matcha supplier gives you a precise origin, down to the region of Japan, and a grade suited to how you use it. They send you an organic certificate in their own name, a technical data sheet and lot analyses, offer formats that match your volume with clear prices, and let you taste a sample in your own recipe before you commit.
The test
Test your matcha supplier against 8 criteria
One card per criterion: read it, then decide whether your current supplier, or the one you are considering, really meets it. Each card gives you the question to ask, the answer to expect and our own answer, since we are an organic matcha supplier for professionals ourselves.
Criterion 1 of 81
A precise origin, down to the region
“Matcha from Japan” is not enough. A serious supplier knows which region their matcha comes from, which cultivar it is and which harvest. The more precise the answer, the more likely the product is to be the same from one order to the next.
The question to askWhich region of Japan does your matcha come from, and from which harvest?
The right answerA region, a cultivar and a harvest, without hesitation.
At Matcha Matcha: Kagoshima, in southern Japan, Yabukita cultivar, first harvest, around 21 days of shading, stone-ground.
There is no good grade in absolute terms, only a grade suited to the recipe. You don’t choose a matcha served neat the way you choose one drowned in a sweet latte, and a good supplier tells you so, even if it means selling you something cheaper.
The question to askWhich matcha do you recommend for a latte? And for matcha served neat?
The right answerAdvice based on what you serve, not the most expensive product on the list.
At Matcha Matcha: our Organic Ceremonial Matcha covers everything from neat matcha to lattes. Yulan Bio complements it for very sweet or iced recipes.
An organic logo on a website proves nothing. What binds the seller is a certificate in their own name, issued by a certification body and currently valid. Without it, you cannot write “organic” on your menu.
The question to askCan you send me your organic certificate?
The right answerA currently valid certificate in the name of the company that invoices you.
At Matcha Matcha: certified Agriculture Biologique (AB) and European organic, with the certificate in our name sent on request. Also JAS certified, the Japanese organic label.
Technical data sheet, lot analyses for pesticides and heavy metals, best-before date: you will need them for your product sheets, a food hygiene inspection or a customer’s question. A supplier who hesitates to send them is telling you something.
The question to askDo you have a technical data sheet and the analyses for the lot I will receive?
The right answerYes, straight away, for the lot delivered and not for a lot from two years ago.
At Matcha Matcha: technical data sheet and analyses for the lot you receive, on request once your trade account is set up.
Your latte should have the same colour and the same taste in January and in July. That is easier for a supplier who works with a stable origin than for one who buys wherever the price happens to be right.
The question to askHow do you track your lots? Does the matcha change from one shipment to the next?
The right answerA stable origin and lot-by-lot tracking.
At Matcha Matcha: a single flagship matcha, from the same origin, tracked lot by lot.
Bulk for service, small ready-to-sell formats for a deli, white label to sell matcha under your own name: the right supplier has the format for your volume, with a minimum order you can keep up with.
The question to askWhich formats do you offer, and from what quantity?
The right answerFormats for every use and clearly stated minimums.
At Matcha Matcha: bulk from 1kg, 50g pouches, 30g tins, white label from 60 pouches or 40 tins.
You need to know how much you will pay per kilo for your volume, and how soon you will be delivered. Running out of matcha means a line disappears from your menu; a quote that takes its time means an opening that has to wait.
The question to askAt what volume do your prices drop? How soon will I be delivered?
The right answerEasy-to-read price tiers, one lead time for stock items and another for white label.
At Matcha Matcha: tiered prices at 1, 5, 10 and 20kg, shown as soon as your account is created, delivery in 48 hours to 1 week depending on the country, and a reply within 24 hours.
A supplier who believes in their matcha lets you taste it, in your recipe, with your milk and your equipment. Be wary of a supplier who pushes you to order a kilo blind.
The question to askCan I taste your matcha before ordering in bulk?
The right answerYes, with a sample you can prepare on your own premises.
At Matcha Matcha: request your sample of Organic Ceremonial Matcha from your trade account.
Four families of matcha tea suppliers sell to professionals in Europe: matcha brands, tea houses, general wholesalers and foodservice wholesalers. They don’t measure up to the 8 criteria in the same way, so here is what to ask each of them before you order.
Matcha brands
Kumiko Matcha
Matcha brand established in 2013. Trade prices are requested by form or by phone.
Anatae
French organic matcha brand, launched in 2019. The trade account opens after a partnership request.
Milia Matcha
Plain and flavoured matchas in 30 and 100 g cans, sold online to consumers.
Ask about: how long it takes to get your trade prices, the precise origin of each matcha and the bulk formats.Tea houses and tea wholesalers
Matcha is one item in a large catalogue of teas, with origins and grades that vary from product to product.
Ask about: the region of origin of each matcha, and who advises you on the right grade for a latte.General wholesalers
Spices, organic products, dried fruit: matcha is one product among many, sold in bulk alongside the rest of the range.
Ask about: the organic certificate in the seller’s name, and the analyses for the lot delivered.Foodservice wholesalers
A wholesaler like Transgourmet is convenient if you already buy the rest of your products there: the matcha arrives in the same delivery.
Ask about: the exact grade and consistency from one lot to the next.All 8 criteria tickedOrganic Kagoshima matcha specialistMatcha Matcha
A single flagship matcha, the Organic Ceremonial Matcha from Japan, grown in Kagoshima and tracked lot by lot. Your trade prices appear as soon as your account is created, in two minutes, with no quote or meeting, and Alex answers your questions within 24 hours.
Taken from these brands’ public websites on 13 October 2026. The brands mentioned belong to their respective owners.
The right matcha for your recipe
Ceremonial vs culinary matcha: which grade for which use
Suppliers sort their matcha into grades, but the names vary from one company to the next. What matters is the harvest, the shading and how finely it is ground, because that is what gives the colour and the taste in the cup. A good supplier guides you according to what you serve, not towards the most expensive option.
Ceremonial grade
Young first-harvest leaves, shaded before picking and very finely ground. Vivid green, smooth, with little bitterness: you drink it neat, and it makes the greenest lattes. Our Organic Ceremonial Matcha is one of them.
Harvest
First, shaded leaves
Use
Neat matcha, premium lattes
Colour
Vivid green
Taste
Smooth, umami
In milk
Stays green and clean
Cost per cup
Highest
Our matcha
Organic Ceremonial Matcha
Latte grade
A bolder taste, designed to come through milk and sugar, with a lower cost per cup. One to choose for large volumes of very sweet or iced drinks, such as an iced matcha.
Harvest
First or second
Use
Sweet lattes, iced drinks
Colour
Clear green
Taste
Bolder
In milk
Comes through well
Cost per cup
Medium
Our matcha
Yulan Bio, as a complement
Culinary grade
Later, more bitter harvests, used to colour and flavour a batter or a cream. It is unpleasant to drink neat: be wary if it is sold as a matcha for drinking.
Harvest
Late
Use
Patisserie, cooking
Colour
Duller green
Taste
Bitter, astringent
In milk
Turns khaki
Cost per cup
Lowest
Our matcha
The Ceremonial, when matcha is the star
The calculation nobody does
Work out the cost of your matcha per cup
A price per kilo tells you nothing until you bring it down to the cup. Enter your supplier’s price, your dose and your selling price: you will see what the matcha costs in each drink, excluding milk and cup.
Three documents are enough to know who you are dealing with. For each one, here are the lines to look at first.
The organic certificate
The name of the company that invoices you
The certification body and its code
The validity date, still current
Matcha clearly listed among the products covered
The technical data sheet
The origin: country and region
A single ingredient: powdered green tea
The best-before date and storage conditions
The recommended dose and preparation
The lot analysis
The same lot number as on your pouch
The laboratory name and the date of analysis
Pesticide residues and heavy metals
Compliance with European regulations
The message to send to a supplier
Copy it, fill in the brackets and send it to every supplier you are comparing. Their answers will fill in the test for you.
Hello,
We are [your business], in [city], and we serve around [number] matcha drinks a week. Before choosing our supplier, could you please send us:
1. the region, cultivar and harvest of your matcha;
2. the grade you recommend for a latte and for matcha served neat;
3. your organic certificate in your name, currently valid;
4. the technical data sheet and the analysis of the latest lot;
5. your formats, minimum orders and price tiers per kilo;
6. your delivery times;
7. whether we could receive a sample.
Many thanks in advance,
[first name, surname, phone number]
Depending on your business
Which matcha to order for your type of business
The 8 criteria apply to everyone, but how much each one weighs depends on what you serve or sell. For each trade, here is the first thing to watch, with our full offer set out on our page for professionals.
No criterion can replace tasting. Do it in four steps, and if you are torn between two suppliers, taste them side by side, prepared the same way.
1
Look at the powder
A vivid, bright green, never yellow or khaki. It should feel fine, almost silky between your fingers.
2
Smell it
A fresh, vegetal smell. A smell of hay or dust gives away an old or oxidised powder.
3
Taste it neat
2g and 70ml of water at 70 to 80°C, whisked in a W motion with a bamboo whisk. The foam should be fine and the taste smooth, with no harsh, lingering bitterness.
4
Taste it in your recipe
With your milk, your sugar and your equipment, following our matcha latte recipe, for example. This is the test that decides, because it is the one your customers will drink.
Illustrative video. On the left, a ceremonial grade matcha stays green and clean in milk; on the right, a low-grade or oxidised matcha gives a dull, yellowish grey-green latte. Run the same test with your suppliers’ samples.
We sell matcha, so we won’t pretend to be a neutral referee. We would rather show you our answers, criterion by criterion, so you can check them yourself with the certificate, the technical data sheet and a sample in hand.
Origin : Kagoshima, Yabukita cultivar, first harvest
Grade : Organic Ceremonial Matcha, from neat tea to lattes
Organic : certificate in our name, AB and European organic
Documents : technical data sheet and analyses for the lot delivered
Consistency : a single flagship matcha, tracked lot by lot
Formats : bulk from 1kg, pouches, tins, white label
Prices and lead times : prices shown as soon as your account is created, delivery in 48 hours to 1 week depending on the country
Frequently asked questions about choosing a matcha supplier
What is the number one matcha brand in Europe?
There is no official ranking. For a professional, the best brand is the one that ticks the 8 criteria in this guide: precise origin, the right grade, an organic certificate in the seller’s name, documents, consistency, formats, clear prices and a sample. Matcha Matcha ticks them all, and our sample lets you check that in your own recipe.
What is the best Japanese matcha brand?
Good Japanese matcha is judged less by the brand than by the region, the harvest and the grind. Ask for the region (Kagoshima, Shizuoka, Nishio…), the cultivar and the harvest. Our Organic Ceremonial Matcha comes from Kagoshima: Yabukita cultivar, first harvest, stone-ground.
How can you tell good quality matcha from the rest?
Look at the colour: vivid green, not yellow. Feel the powder: as fine as talc. Smell it: fresh and vegetal. Taste it neat: smooth, with no harsh, lingering bitterness. Then ask for the precise origin and the lot analysis: good matcha can be proven on paper too.
What colour is good matcha?
A vivid, bright green, almost neon for a ceremonial grade. A dull, yellow, khaki or brownish green points to later-harvest leaves or an oxidised powder. In milk, good matcha stays green instead of turning khaki.
Why does matcha sometimes taste bitter or unpleasant?
Three causes come up again and again: a culinary grade drunk neat, water that is too hot and scorches the powder, or old, oxidised matcha. Prepare 2g with 70ml of water at 70 to 80°C, whisk quickly, and choose a ceremonial grade if you drink it plain.
What is the difference between ceremonial matcha and regular matcha?
Ceremonial matcha comes from the young leaves of the first harvest, shaded and then very finely ground: vivid green, smooth and barely bitter, it is drunk neat. Regular or culinary matcha comes from later, more bitter harvests and is mainly used in cooking or in very sweet drinks.
What are the different types of matcha?
There are three main families: ceremonial grade for neat matcha and premium lattes, latte grade for sweet or iced drinks, and culinary grade for patisserie. Names vary from brand to brand, so go by the harvest, the colour and the taste.
Where can I find a matcha supplier for professionals?
From matcha brands with a trade area, tea houses, general wholesalers or foodservice wholesalers. At Matcha Matcha, open your trade account in two minutes with your company number or VAT number: your prices per kilo appear straight away.
Which matcha should a coffee shop choose?
A ceremonial grade matcha that stays green and clean in milk, in 1kg bulk bags as soon as you serve more than a few lattes a day. Allow 2 to 3g per drink, which gives 330 to 500 lattes per kilo, and set one dose for the whole team.
What is the difference between a wholesaler, a distributor and a matcha brand?
A brand selects and sells its own matcha, a distributor resells matcha from several brands, and a wholesaler sells in volume, often across a large catalogue. What matters is that whoever you deal with can tell you where the matcha comes from and send you the documents.
What documents should you ask a matcha supplier for?
The organic certificate in the seller’s name, the technical data sheet with the origin, storage conditions and best-before date, and the analysis of the lot delivered, in particular for pesticides and heavy metals.
Can you test matcha before ordering in bulk?
Yes, and you should. At Matcha Matcha, request your sample of Organic Ceremonial Matcha from your trade account as soon as it is created, and taste it in your own recipe.
Two minutes with your company number or VAT number, and our trade prices appear, tier by tier. You can then request your sample and taste it alongside the matcha you serve today.
