Matchaful
Matchaful presentation
Matchaful emerged from founder Hannah Habes’ personal quest for natural wellness solutions, transforming her Brooklyn apartment into the launchpad for a matcha brand built on transparency and sustainability. What began in 2012 has grown into a trusted source for organic ceremonial matcha sourced exclusively from a fourth-generation family farm in Shizuoka Prefecture, Japan.
Farm-to-Whisk™ Philosophy
The brand’s distinctive approach centers on direct relationships with Japanese tea farmers who have perfected their craft across generations. Matchaful visits their partner farm biannually, ensuring quality standards and maintaining the personal connections that define their supply chain.
This commitment extends to environmental practices. The Shizuoka farm uses solar panels for both shading tea plants and powering operations, relies on organic compost fertilization, and eliminates pesticides entirely. Every batch is ground to order and delivered within three months to prevent oxidation, guaranteeing maximum freshness and potency.
Ceremonial Grade Selection
The ceremonial matcha collection features three distinct offerings, each showcasing the farm’s terroir and expertise. Hikari Single Origin Matcha delivers smooth, naturally sweet flavor profiles high in L-theanine, available in 30g and 100g sizes for daily enjoyment.
For those seeking refined complexity, Kiwami Single Cultivar Matcha represents hand-picked first harvest leaves with exceptional creaminess. The limited Tsuyuhikari Reserve offers collectors and enthusiasts a rare expression of traditional Japanese tea cultivation methods.
Beyond the Bowl
While matcha remains the cornerstone, Matchaful has expanded thoughtfully into complementary categories. Their product range includes:
- Houjicha for roasted tea enthusiasts
- Housemade granola and chocolate crafted without refined sugars
- Curated tools, ceramics, and gift sets
- Flexible subscription options for regular matcha drinkers
Transparency as Standard
Where many brands obscure their sourcing, Matchaful makes supply chain visibility central to their identity. Customers know exactly where their matcha originates, how it’s grown, and when it was ground. This single-origin focus allows the natural characteristics of Shizuoka terroir to shine through in every cup.
The brand’s wabi-sabi inspired cafés in Manhattan extend this philosophy into physical spaces, creating farm-to-whisk experiences that honor ancient Japanese principles while serving contemporary wellness needs.
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Matcha produced by Matchaful
Matchaful offers a carefully curated selection of ceremonial-grade matcha, each with distinct character and flavor profiles that cater to different preferences and preparation methods.
Core Matcha Collection
Hikari Single Origin Matcha stands as the brand’s versatile flagship offering, celebrated for its smooth and creamy texture. This well-balanced matcha presents nuanced tasting notes of walnut, lemon, and butter, making it ideal for both traditional usucha (thin tea) preparation and contemporary lattes. The flavor profile evokes warmth and subtle sweetness, positioning it as an approachable option for both newcomers and seasoned matcha enthusiasts.
Kiwami Single Cultivar Matcha represents a more traditional and assertive matcha experience. Sourced exclusively from the esteemed Okumidori cultivar, this matcha undergoes pesticide-free and organically fertilized cultivation. It delivers a bold flavor profile characterized by pronounced astringency, nutty undertones, and a strong umami presence. This matcha caters to those seeking an authentic, unadulterated matcha experience reminiscent of the tea’s historical roots.
Tsuyuhikari Limited Reserve Matcha serves as the connoisseur’s choice, derived from the rare Tsuyuhikari cultivar. This limited-edition offering commands attention with its vibrant green hue and harmonious flavor composition. The sensory experience balances sweetness with vegetal notes, culminating in a lingering, satisfying finish. It proves equally adept in both ceremonial preparations and modern latte applications.
Product Comparison Overview
- Hikari: Smooth, creamy, versatile – ideal for daily use and lattes
- Kiwami: Bold, astringent, traditional – perfect for ceremonial preparation
- Tsuyuhikari: Refined, balanced, limited edition – the premium choice
Each matcha reflects Matchaful’s commitment to quality and their understanding of the subtle distinctions between matcha grades and origins. The brand’s approach allows consumers to select the perfect matcha based on their individual preferences and intended use, whether for traditional tea ceremony or modern culinary applications.
History of Matchaful
Hannah Habes founded Matchaful in 2012 from her Brooklyn apartment following a personal health transformation. Her simple daily ritual of enjoying matcha inspired a much larger vision: to make organic, sustainably sourced matcha accessible to everyone through direct relationships with Japanese family farms.
The company officially launched in 2015, establishing direct partnerships with family farms in Shizuoka and Uji, Japan – regions renowned for their rich matcha cultivation history. This farm-to-whisk approach prioritized transparency and quality that would become the brand’s defining characteristics.
Early challenges included educating consumers about the subtle distinctions between matcha grades and origins while competing against established tea brands. Matchaful maintained its commitment to quality even during rapid growth periods, ensuring that expansion never compromised their core values.
The company’s sustainability commitment extends beyond sourcing. Their partner farm in Shizuoka utilizes solar panels to provide shade and power the farm, demonstrating dedication to renewable energy. They also repurpose stems to produce kukicha tea, minimizing waste and maximizing resourcefulness from each harvest.
Matchaful offers three distinct ceremonial-grade matcha varieties. Hikari Single Origin Matcha provides smooth, creamy texture with notes of walnut, lemon, and butter. Kiwami Single Cultivar Matcha comes from the Okumidori cultivar with pesticide-free, organically fertilized cultivation, offering bold astringent and umami flavors. The limited-edition Tsuyuhikari Limited Reserve Matcha delivers vibrant green color and balanced flavor composition.
Today, Matchaful’s mission embodies a holistic approach to wellness, emphasizing the connection between mind, body, and spirit through conscious consumption and sustainable practices. Their influence extends through culinary collaborations with ice cream artisans and innovative cafes throughout New York City’s dynamic culinary scene.
4 events from Matchaful's history
January 2012
Company Founded
Hannah Habes founded Matchaful from her Brooklyn apartment following a personal health transformation, inspired by her daily matcha ritual and driven by a mission to bring organic, sustainably sourced matcha to more people.
January 2015
Official Launch and Farm Partnerships
Matchaful officially launched with direct relationships established with Japanese family farms in Shizuoka and Uji, Japan, setting a precedent for transparency and quality through their farm-to-whisk approach.
January 2017
Smorgasborg Pop-up Launch
The successful launch of a pop-up at Smorgasborg significantly raised brand awareness and marked a major milestone in Matchaful’s growth, helping establish their presence in New York City’s food scene.
January 2025
Toxicant Analysis Findings
A 2025 analysis indicated the presence of toxicants in Matchaful Kiwami, highlighting the importance of informed consumer choices and the need for continued independent testing and transparent sourcing information.
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