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.

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