Mizuba Tea Co.
Mizuba Tea Co. presentation
Mizuba Tea Co. brings authentic Japanese matcha from the historic Uji region directly to matcha enthusiasts across North America. Founded in 2013 by Lauren Purvis, this woman-owned company emerged from a serendipitous train stop in Uji, Japan—the birthplace of matcha and home to centuries-old tea traditions.
From Uji to Your Cup
What sets Mizuba Tea Co. apart is its unwavering commitment to heritage matcha. Every tin contains tea that meets four strict criteria: sourced exclusively from Japan, shade-grown for 4+ weeks before harvest, made from tencha leaves, and stone-milled using traditional granite mills. This dedication to authenticity means you’re experiencing matcha the way it was meant to be—with complex, nutty flavors and vibrant color that only stone milling can achieve.
Lauren works directly with approximately eight family-owned farms in Uji, many of which are organic. These partnerships aren’t just business transactions. They’re relationships built on mutual respect and shared purpose, supporting farmers who maintain labor-intensive traditions that are rapidly disappearing as matcha production represents only 2% of Japan’s total tea output.
More Than Just Matcha
While ceremonial-grade matcha remains the cornerstone, Mizuba has expanded into curated Japanese loose-leaf teas. The collection includes:
- Gyokuro and sencha from specific cultivars like Saemidori and Yabukita
- Rare varieties such as kamairicha (pan-roasted) and kyōbancha (low-caffeine)
- Flavored blends combining sencha with yuzu or chamomile with hōjicha
- Pure tencha—the unground leaves that become matcha powder
A Philosophy Rooted in Relationships
Mizuba’s mission extends beyond selling tea. The brand serves as a bridge between Japanese tea farmers and Western consumers, educating about the craft and care behind each harvest. With over 600 wholesale accounts—including specialty coffee shops across the United States—Mizuba makes heritage Japanese tea accessible while preserving the stories and traditions of the families who grow it.
From theDaily Matcha perfect for lattes to the premium Kokoro ceremonial grade, each product reflects years of agricultural expertise and cultural heritage. When you choose Mizuba Tea Co., you’re not just buying matcha—you’re supporting a sustainable future for Uji’s tea farming community and experiencing an 800-year-old tradition in every sip.
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Matcha produced by Mizuba Tea Co.
Mizuba Tea Co. specializes in heritage matcha sourced exclusively from Japan’s historic Uji region, the birthplace of Japanese tea cultivation and the spiritual home of the tea ceremony. Founded in 2013 by Lauren Purvis, the company has built its reputation on authentic Japanese matcha that embodies centuries of tradition.
Core Matcha Characteristics
All Mizuba matcha is defined by several key quality markers that distinguish it from mass-market alternatives:
- Shade-Grown Tencha: Tea leaves are shade-grown for four weeks prior to harvest, which enhances sweetness, umami, and vibrant green color by boosting chlorophyll production
- Stone-Milled Processing: All matcha undergoes traditional stone-milling rather than modern jet or ball-milling methods, preserving delicate flavors and imparting unique depth and complexity to the tea
- Quality Certifications: Products are non-GMO, certified radiation-free, and certified heavy metal-free
- Direct Trade Sourcing: Matcha comes directly from four main producers in the Uji region
Flavor Profile and Quality
Mizuba’s matcha delivers a distinctive taste experience characterized by a harmonious balance of sweetness and umami with minimal bitterness, culminating in a smooth, lingering finish. The stone-milling process contributes to this superior flavor profile, creating a richness that is often lacking in machine-processed alternatives.
Product Range Beyond Matcha
While matcha remains the company’s flagship product, Mizuba has expanded to offer traditional Japanese loose leaf teas including:
- Sencha varietals
- Gyokuro
- Tencha
- Hojicha
- Genmaicha
- Unique selections for Japan such as oolong and pu-erh
Some teas are available in convenient sachets for easier preparation. The company maintains its commitment to organic and biodiverse production along with sustainable shipping practices across all products.
History of Mizuba Tea Co.
Mizuba Tea Co. emerged from a serendipitous moment that would transform both a young woman’s life and the American matcha landscape. Founded in 2013 by Lauren Purvis, the company’s origin story begins with an unexpected train stop in Uji, Japan during her senior year of college.
While visiting a friend in Kyoto, Purvis made a seemingly random decision to disembark in the small town of Uji – a region synonymous with the highest quality matcha and the spiritual birthplace of the Japanese tea ceremony. This pivotal moment immersed her in the town’s tea-centric culture, where she connected with a local matcha producer and discovered her calling.
From Grassroots to Growth
The company’s early years saw Purvis personally introducing her authentic Uji matcha to local establishments across Portland, Oregon, where the company established its headquarters. This grassroots approach, built on careful partner selection and quality appreciation, laid the foundation for Mizuba’s expansion.
A significant turning point came in 2015 when NPR declared matcha the top food of the year, igniting a market explosion that transformed Mizuba from a niche startup into a recognized name in the specialty tea industry.
Heritage and Craftsmanship
What distinguishes Mizuba is its unwavering commitment to heritage matcha sourced exclusively from the Uji region – the area where many believe the earliest tea seeds were established in Japan and where the Emperor once designated as the only region allowed to grow tea for 200 years.
The company specializes in stone-milled matcha, a traditional process that’s becoming increasingly rare in modern production. Unlike jet or ball-milling methods, stone-milling preserves the tea’s delicate flavors and imparts a unique depth and complexity. All matcha undergoes this meticulous process using tencha leaves that are shade-grown for four weeks prior to harvest.
Mizuba’s partner farms employ both traditional hand-picking by skilled workers known as Ocha-tsumi-san and precision machine harvesting, carefully balancing tradition with efficiency while maintaining uncompromising quality standards.
3 events from Mizuba Tea Co.'s history
January 2013
Mizuba Tea Co. Founded
Lauren Purvis established Mizuba Tea Co. after her transformative encounter with matcha producers in Uji, Japan during her college years. The company began with a mission to share authentic Uji matcha with the world, starting with grassroots introductions to local Portland establishments.
January 2015
NPR Matcha Recognition Catalyst
NPR’s declaration of matcha as the top food of the year sparked a market explosion that transformed Mizuba from a niche startup into a recognized brand. This milestone coincided with the surge in matcha’s popularity across America, positioning Mizuba for significant growth.
January 2024
Major Wholesale Expansion
Mizuba Tea Co. reached over 600 wholesale accounts, with coffee shops comprising more than half of its clientele. The company operates from Portland, Oregon under the leadership of Lauren Purvis and her husband Dan, who also runs Herald Tea, demonstrating the company’s evolution into a major matcha purveyor.
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Frequent questions
Find below some answers to the most common questions about Mizuba Tea Co..
What makes Mizuba Tea Co.'s stone-milling process different from other matcha brands?
Mizuba Tea Co. exclusively uses traditional stone-milling for all their matcha, a technique that’s becoming increasingly rare in modern matcha production. Unlike jet-milling or ball-milling methods used by most competitors, stone-milling imparts a unique depth and richness to the tea that other powdering techniques cannot achieve.
This traditional process preserves the delicate flavors and aromas of the tencha (shade-grown tea leaves), resulting in Mizuba’s signature smooth, complex flavor profile with enhanced umami and minimal bitterness.
Why does Mizuba Tea Co. source exclusively from Uji, and what's special about Lauren Purvis's connection to this region?
Mizuba’s founder Lauren Purvis discovered Uji by chance during her senior year of college when she randomly disembarked a train while visiting Kyoto. This serendipitous encounter in Uji – the birthplace of Japanese tea cultivation – sparked her mission to share authentic heritage matcha with the world.
Uji holds special significance as:
- The region where the earliest tea seeds were established in Japan
- The origin of the Japanese tea ceremony
- The area the Emperor designated as the only region allowed to grow tea for 200 years
This personal connection drives Mizuba’s commitment to sourcing exclusively from four main producers in the Uji region, ensuring every cup embodies this historic terroir.
How does Mizuba's partnership with Herald Tea influence their operations?
Lauren Purvis runs Mizuba Tea Co. alongside her husband Dan, who owns his own tea venture called Herald Tea. This unique partnership allows both companies to operate from their shared Portland, Oregon headquarters while maintaining distinct brand identities and specializations.
The collaboration provides Mizuba with enhanced tea industry expertise and operational synergies, while allowing them to focus specifically on their heritage matcha and Japanese loose leaf specialties from Uji region producers.
What does Mizuba mean by 'heritage matcha' and how do their Ocha-tsumi-san workers contribute to quality?
Mizuba defines heritage matcha as tea that meets specific traditional criteria: Japanese origin, shade-grown tencha leaves, and stone-milled processing. Their commitment to heritage extends to employing skilled workers called Ocha-tsumi-san (tea pickers) who hand-select the youngest, most tender leaves.
This meticulous hand-picking process, reserved for Mizuba’s most premium teas, ensures:
- Unparalleled sweetness and umami
- Velvety texture with minimal bitterness
- Optimal flavor and nutrient content
While some harvesting uses precision machinery for efficiency, the Ocha-tsumi-san tradition represents Mizuba’s dedication to preserving authentic Japanese tea craftsmanship.
How did NPR's 2015 declaration impact Mizuba Tea Co.'s growth trajectory?
When NPR declared matcha the top food of 2015, it created a market explosion that transformed Mizuba from a niche startup into a recognized name. This timing was crucial for the company, which Lauren Purvis had founded just two years earlier in 2013.
The NPR recognition coincided perfectly with Mizuba’s grassroots approach of personally introducing their Uji heritage matcha to local establishments. Today, this growth has resulted in over 600 wholesale accounts, with coffee shops comprising more than half of their clientele, making authentic Japanese matcha accessible to a much wider American audience.
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