In-Conversion Matcha: Supporting the Future of Organic Tea

How a New Category Is Helping Farmers, Strengthen Supply, and Invest in the Future of Matcha

Matcha has become one of the fastest-growing beverages in the world. Once a niche specialty tea, it is now part of tea rituals, culinary applications and daily routines across the globe. The global matcha market is valued at more than $4 billion and is projected to nearly double over the next decade.

Long before matcha's recent surge in popularity, Rishi was working alongside tea producers committed to the future of organic agriculture. We've always believed that exceptional tea begins with enduring relationships: partnerships built on trust, shared values and a long-term commitment to quality. Through these relationships, we've supported farmers through the multi-year transition to organic certification, helping create economic stability during a critical period in their journey.

For over 20 years, we've served as an anchor buyer and facilitator of new organic projects in Japan, Thailand, China and Myanmar.

That early investment has taken on new significance as demand accelerates. Japan, which produces nearly all of the world's premium organic matcha, faces mounting pressure from climate variability, rising production costs and a shrinking farming population. Many growers are over 65, and their experience is often rooted in cultivating sencha leaf tea rather than tencha, the tea used to produce matcha. Meanwhile, few young farmers are entering the industry. As demand for organic matcha continues to climb, pressure on an already limited supply of high-quality tea is intensifying.

In response, we've developed a sourcing category we call In-Conversion Matcha, which supports farmers during their multi-year transition to certified organic production.

In-Conversion Matcha is not a formal certification but a sourcing practice Rishi has quietly implemented over the past five years as the matcha market has expanded rapidly. The approach isn't one-size-fits-all: some farmers maintain a mix of conventional and organic acreage, while others transition their entire operation.

Supporting Farmers and the Future of Organic Tea

To become certified organic, producers must complete a multi-year process of replacing conventional inputs with practices focused on soil health, biodiversity and long-term environmental stewardship. During this transition, however, their tea cannot yet be sold as certified organic.

That leaves farmers absorbing the costs, labor and risks of organic production for years before they can realize the benefits of certification. For many aging farmers in Japan, that risk is too great. We've seen experienced growers retire from the trade rather than navigate the transition.

In-Conversion Matcha helps bridge that gap by creating demand during this critical period, providing greater economic stability and encouraging continued investment in organic agriculture.

The goal is to make staying in the tea business — and moving toward organic — the more attractive choice. Supporting farmers through this transition also helps preserve tea-growing communities and generations of agricultural knowledge that remain central to Japanese tea culture.

A Market-Driven Path Toward Organic Matcha

In-Conversion Matcha is priced at a value discount relative to certified organic matcha while maintaining an accessible premium over ordinary conventional grades. This positioning creates a market-driven incentive for farmers to pursue organic conversion while offering customers another way to enjoy high-quality matcha.

As more farms complete certification, organic supply may expand. We believe this could narrow the pricing gap between In-Conversion Matcha and certified organic grades over the long term, although factors such as increasing green tea powder production outside Japan add complexity to that outlook.

Rishi will continue to offer certified organic matcha, reflecting the current market pricing landscape, alongside In-Conversion Matcha. Together, these offerings support different stages of the transition toward organic agriculture while helping build a more resilient supply of high-quality tea.

The impact extends beyond individual farms. Organic growing practices help build healthier ecosystems, strengthen the resilience of tea gardens and reduce reliance on synthetic fertilizers and pesticides. Supporting farms through the transition also encourages continued investment in agricultural practices designed for long-term sustainability.

Exceptional Quality, Thoughtfully Sourced

In-Conversion Matcha is not a compromise on quality. These teas come from experienced growers using the same cultivation expertise, shading techniques and careful processing methods that define exceptional Japanese matcha.

Like our certified organic matcha, In-Conversion Matcha is selected for its smooth texture, natural sweetness, vibrant green color, freshness and rich, silky umami flavor.

What sets In-Conversion Matcha apart isn't just what's in the cup, but the role it plays in encouraging farmers to invest in a more sustainable future. By creating demand for tea grown during the transition to organic certification, we can help support both the quality of the tea and the people responsible for producing it.

Investing in the Future of Matcha

The future of matcha is promising but difficult to predict. Demand will continue to rise, agricultural challenges will evolve, and the needs of producers and consumers will change. What remains constant is our belief that the strongest path forward is built through enduring partnerships and long-term investment in the future of tea.

Whether through certified organic or In-Conversion Matcha, we remain committed to sourcing exceptional tea, supporting the farmers behind it and building a more resilient future for the category.

Because the future of matcha depends not only on growing demand, but on sustaining the people, relationships and agricultural traditions that make it possible.