MatchaBar
MatchaBar presentation
MatchaBar emerged in 2014 when brothers Max and Graham Fortgang set out to modernize how Americans experience traditional Japanese tea. Sourcing ceremonial-grade matcha directly from Kagoshima, Japan, they built a brand that bridges ancient tea culture with contemporary lifestyle demands.
From Ceremonial Roots to Modern Ritual
The Fortgang brothers recognized a gap in the American wellness market: high-quality matcha was either inaccessible or intimidating to newcomers. MatchaBar addresses this by maintaining strict quality standards while presenting matcha in formats that fit seamlessly into busy routines. Their Kagoshima sourcing ensures every product contains authentic ceremonial-grade leaves, shade-grown and stone-ground using methods perfected over centuries.
This commitment to authenticity without pretension sets them apart. Rather than positioning matcha as an exotic specialty, they demonstrate how this nutrient-dense green tea naturally complements modern wellness goals.
Product Range Built for Real Life
MatchaBar’s offerings span multiple consumption occasions. Their pure matcha powder serves traditionalists who appreciate whisking their own bowls, while innovative ready-to-drink options cater to those seeking convenient energy without coffee jitters.
Key product categories include:
- Ceremonial-grade matcha powder for traditional preparation and culinary applications
- Matcha-infused beverages designed for on-the-go consumption
- Superfood blends combining matcha with complementary ingredients
- Preparation accessories that simplify the brewing process
Quality Standards That Matter
Every batch undergoes rigorous testing to verify purity and potency. The brand prioritizes organic and sustainable sourcing practices, working directly with Japanese farmers who share their values. This direct relationship ensures traceability from field to final product.
MatchaBar also invests in consumer education, providing clear guidance on preparation methods, dosage recommendations, and the nutritional science behind matcha’s benefits. They demystify terms like L-theanine and catechins, helping customers understand exactly what they’re consuming and why it matters.
Making Tea Modern
The brand’s philosophy centers on accessibility without compromise. Whether someone discovers matcha through their ready-to-drink line or begins with traditional powder, MatchaBar provides a reliable entry point backed by genuine expertise. Their decade-long presence in the market reflects consistent execution of this vision: making exceptional matcha an everyday choice rather than an occasional indulgence.
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Matcha produced by MatchaBar
MatchaBar offers premium matcha products sourced exclusively from Kagoshima, Japan, focusing on quality and accessibility for modern consumers. Founded in 2014 by brothers Max and Graham Fortgang, the brand has established itself as a curator of the matcha lifestyle experience.
Ceremonial Grade Matcha
MatchaBar’s flagship Ceremonial Grade Matcha represents the pinnacle of their product line. This premium offering adheres to stringent quality criteria that often exceed standard industry practices. The matcha is crafted from only the youngest, most tender leaves from the first harvest (Ichibancha), prized for their vibrant green hue, silky texture, and naturally sweet, umami-rich flavor profile.
Each batch undergoes rigorous quality control through expert tea master sensory evaluations and comprehensive laboratory testing to ensure purity, safety, and freedom from contaminants including heavy metals, pesticides, and toxins. The result is a vibrant green powder with a silky smooth texture that delivers the characteristic sweet, umami-rich flavor that distinguishes ceremonial grade matcha.
Reserve Blend
Beyond their ceremonial grade offering, MatchaBar produces a Reserve Blend celebrated for its robust flavor profile. This distinctive blend combines different harvests and cultivars, creating a more intense matcha experience that appeals to those seeking bold flavors. The reserve blend broadens the beverage’s appeal while maintaining the quality standards associated with the MatchaBar brand.
Processing Excellence
The Tencha leaves used in MatchaBar’s products undergo meticulous processing to preserve their quality. After harvesting, leaves are flash-steamed for approximately 10 seconds to halt oxidation, preserving their bright color and nutrients. They’re then air-dried using gentle methods that maintain structural integrity before stems and veins are carefully removed.
The final grinding process utilizes traditional granite wheels operated by skilled artisans who undergo a minimum 10-year apprenticeship. This slow grinding process can take over an hour to produce just 30 grams of matcha, with temperature control maintained throughout to prevent heat degradation and ensure optimal texture and flavor balance.
History of MatchaBar
In 2014, brothers Max and Graham Fortgang launched MatchaBar with a bold vision: to ignite a matcha revolution that would democratize access to high-quality, ceremonial-grade matcha while abandoning the traditional tea ceremony atmosphere for a modern, Brooklyn-esque experience. Their mission extended beyond commerce, aiming to promote “better energy”—a holistic approach encompassing healthy lifestyle choices and positive community engagement.
The Fortgang brothers recognized that matcha represented the perfect energy source for the modern world, offering sustained focus and calm energy without the jitters and crashes associated with coffee. This insight drove their commitment to sourcing exclusively from Kagoshima, Japan, where the region’s volcanic soil and ideal climate provide exceptional terroir for cultivating premium tea leaves.
MatchaBar’s dedication to quality centers on ceremonial grade matcha, adhering to stringent criteria that often exceed standard industry practices. The company partners with family farms that employ traditional shade-growing techniques, covering tea fields approximately six weeks before harvest to decrease direct sunlight exposure. This process increases chlorophyll and L-theanine levels, critical for matcha’s vibrant color and umami flavor.
The meticulous production process begins with selecting only the youngest, most tender leaves from the first harvest (Ichibancha), prized for their vibrant green hue, silky texture, and naturally sweet flavor profile. After harvesting, the Tencha leaves undergo flash-steaming for approximately 10 seconds to halt oxidation, preserving their bright color and nutrients. The leaves are then air-dried in giant nets before stems and veins are removed.
The final grinding process uses traditional granite wheels crafted by skilled artisans in Japan who undergo a minimum 10-year apprenticeship to master their craft. This grinding process can take over an hour to produce just 30 grams of matcha, with temperature control maintained throughout to prevent heat degradation and ensure a smooth, creamy texture.
MatchaBar distinguishes itself through modern branding and accessibility, leveraging strong social media presence and collaborations with influencers to reach a younger, health-conscious demographic. Their partnership with farms like Nakamura-en, a GLOBALG.A.P-certified producer, reflects their commitment to sustainable practices and ethical harvesting methods.
3 events from MatchaBar's history
January 2014
MatchaBar Founded by Fortgang Brothers
Brothers Max and Graham Fortgang established MatchaBar in Brooklyn with a mission to democratize access to high-quality, ceremonial-grade matcha and promote ‘better energy’ through a modern approach to traditional Japanese tea culture.
August 2016
Feast Meets West Interview Features Company Growth
Graham Fortgang, CEO and Co-owner, participated in a full-length interview with Feast Meets West, discussing MatchaBar’s rapid growth and popularity in New York, marking significant media recognition for the brand.
January 2021
Farm Partnership Updates and Sustainability Focus
MatchaBar published detailed updates about their farming partnerships in Kagoshima, Japan, highlighting their commitment to sustainable practices and long-term relationships with family farms employing traditional cultivation methods.
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