You might be wondering why we don't call our matcha "ceremonial grade."

By all standards, it is. But that's a Western term that's become so overused it's lost all meaning. Anyone can call their matcha "ceremonial grade" – and many do, regardless of actual quality.

So instead of using vague marketing labels, we're just going to tell you the provenance of Magic Matcha (first-harvest, shade-grown, hand-picked and stone-ground) and let the quality speak for itself.

The first leaves of spring (late April to May) are the most tender, sweetest, and packed with the most vibrant flavour. After winter, tea plants concentrate all their energy into these young leaves, which is why first-harvest matcha is smooth and naturally sweet, not bitter and chalky.

Three weeks before harvest, the tea plants are covered to block 90% of sunlight. This shade stress increases chlorophyll (that vibrant emerald colour), L-theanine (natural sweetness and calm energy), and reduces bitterness. It's what makes matcha taste like matcha.

After the leaves are dried, they're slowly ground between granite millstones and it takes about an hour to grind just 40g. Granite stays cool, protecting delicate flavours and creating ultra-fine powder that whisks into smooth, velvety magic instead of chalky clumps.