Matcha Love

The Matcha Love brand emerged as a strategic creation of ITO EN (North America) INC., designed to modernize the ancient ritual of matcha consumption for contemporary consumers. While ITO EN’s roots trace back to 1966, Matcha Love represents a more recent endeavor focused on making authentic Japanese matcha accessible and appealing to modern lifestyles.

Brand Philosophy and Mission

Matcha Love’s evolution reflects a deliberate effort to revitalize green tea powders and beverages, emphasizing whole-leaf Japanese green tea. The brand presents matcha not merely as a traditional drink but as a versatile superfood, boasting health and immune-boosting properties that align with today’s wellness-focused lifestyles.

Product Innovation and Range

The brand distinguishes itself through a diverse product portfolio catering to distinct preferences and uses. Organic Ceremonial Matcha Powder embodies the traditional tea ceremony experience, utilizing ichibancha (first harvest) leaves that are shade-grown for optimal quality. Culinary Grade Matcha Powder offers versatility in cooking and baking applications, while Sweetened Matcha Powder Mix simplifies the creation of lattes and other sweetened beverages. The Ready-to-Drink Matcha line provides on-the-go convenience for busy consumers.

Traditional Production Methods

The production process adheres to time-honored techniques rooted in Japanese tradition. Green tea leaves undergo shade-growing for several weeks before harvest, a practice that elevates chlorophyll and L-theanine levels, enhancing both color and flavor. Following harvest, the leaves are steamed to preserve their essence, then meticulously dried. Finally, traditional stone mills grind the dried tencha leaves into fine powder, a process ITO EN refines through unique production and quality control systems to achieve vibrant green hue, rich umami, and subtly bitter taste.

Sourcing and Quality Commitment

Sourcing remains a cornerstone of Matcha Love’s identity. The brand exclusively utilizes 100% Japanese matcha, cultivated and grown on ITO EN’s tea farms under stringent quality control measures. This commitment ensures customers receive matcha of the highest standard, with the caffeine content in Matcha LOVE Green Tea Powder measured at 48mg per 15g serving.

Sustainability and Partnerships

ITO EN’s commitment extends beyond product quality to encompass sustainability and transparency. The company actively partners with Japanese farming communities, fostering ethical sourcing practices. Guided by five core principles – natural, healthy, safe, well-designed, and delicious – ITO EN ensures that Matcha Love embodies a holistic approach to tea production.