Gotcha Matcha
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Matcha produced by Gotcha Matcha
Gotcha Matcha offers a carefully curated selection of premium matcha products, with all beverages elevated using Ceremonial Grade matcha to ensure an exceptionally smooth experience. Founded in 2019 by Alissa White, the brand focuses on delivering authentic Japanese matcha with modern wellness principles.
Matcha Product Grades
Ceremonial Grade represents the pinnacle of matcha quality at Gotcha Matcha. This premium grade is crafted from the youngest, most tender tea leaves that are completely de-stemmed and destined for greatness. The result is a rich, creamy texture with a verdant vegetal essence and natural sweetness that dances on the tongue, with no astringency. The vibrant green hue reflects meticulous shade-covering, gentle steaming, and patient stone-grinding processes. This grade likely features celebrated cultivars like Samidori, Gokou, or Uji-hikari, known for their delicate sweetness and captivating color.
Cafe Grade serves as the versatile virtuoso of their lineup, perfect for lattes, smoothies, and creative culinary applications. Made from more mature leaves with a bit of stem and vein in the blend, this grade maintains the hallmark shade-covered, chlorophyll-rich quality while offering a robust flavor profile that can stand its ground among other ingredients. The flavor presents a delightful interplay of boldness and balance, with a hint of astringency to temper the sweetness.
Production Excellence
All Gotcha Matcha teas undergo meticulous processing: shade-covered for enhanced chlorophyll and amino acid content, steamed to preserve freshness, air-dried with care, and ground on hand-carved stone grinding wheels in small batches. This traditional process unlocks a delicate, slightly sweet flavor often graced with hints of vanilla, completely banishing any trace of bitterness, especially when crafted from coveted first harvest leaves.
The stone-grinding process is particularly noteworthy, with each grinder yielding only about 40 grams of matcha per hour, demonstrating the care and precision woven into every step. Before transformation into matcha powder, the leaves are processed into Tencha (the precursor to matcha), with the entire harvest process completed in just twenty seconds to shield leaves from oxidation and preserve vibrant color, flavor, and freshness.
History of Gotcha Matcha
Gotcha Matcha emerged from a modern revelation in 2019, when founder Alissa White experienced what the French call coup de foudre – love at first sight with matcha. This transformative moment came not from ancient tea ceremony traditions, but from a friend’s simple act of sharing matcha, forever changing her perspective on this emerald elixir.
White’s journey began with travels to Thailand, where she developed an appreciation for vibrant tea cultures. However, it was that pivotal matcha encounter that sparked her calling to educate others about the profound benefits, time-honored rituals, and exquisite objects associated with this traditional Japanese tea. Recognizing the potential to create something extraordinary, White partnered with Ludlow Kingsley to birth an elevated wellness brand with a singular mission: empowering individuals to confidently embrace and prepare matcha tea.
Authentic Japanese Heritage
While Gotcha Matcha doesn’t own tea farms directly, the company has cultivated deep partnerships with ancestral farms nestled in Japan’s most distinguished growing regions of Uji and Nishio. These relationships ensure unwavering adherence to centuries-old cultivation techniques that have been passed down through generations of skilled farmers and tea artisans.
The brand’s commitment to authenticity shines through their meticulous sourcing process. Their teas undergo traditional shade-covering for at least three weeks before harvest, using methods like Kanreisha (synthetic cloth canopies) and possibly the ancient Honzu method employing reeds and straw. This shading process elevates chlorophyll and L-theanine levels, creating the distinctive smooth, sweet flavor profile that defines quality matcha.
Stone-Ground Excellence
Every batch of Gotcha Matcha undergoes the time-honored process of stone-grinding on hand-carved wheels, with each grinder producing only about 40 grams per hour. This painstaking method preserves the delicate flavor and captivating aroma that mass production cannot replicate. The company prioritizes the first spring harvest, known as Ichibancha, capturing the very essence of the season in each vibrant leaf.
The brand’s philosophy extends beyond mere tea sales to curate a complete experience celebrating morning rituals, community building, and the appreciation of beautiful objects. Through their café locations and online presence, Gotcha Matcha has established itself as more than a tea company – it’s become a gateway for introducing Western audiences to authentic Japanese matcha culture.
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