Hailed for its elegant savory sweetness, creamy texture and enlivening energy, this in-conversion matcha is crafted from the first tender leaves to emerge in Kagoshima and Shizuoka's volcanic tea gardens each spring. Our partners are transitioning their gardens from conventional to certified organic farming—a multi-year process during which their tea can't yet be sold as certified organic. During this transition, farmers are building healthier soil and hardier tea plants while relying on the same traditional shading techniques that produce the brilliant green color and rich umami depth matcha is known for. Learn more about in-conversion matcha in our Journal post here.

Crafted from a blend of unique tencha cultivars selected for optimal flavor and vibrant character, this matcha is beautifully suited for chanoyu, the Zen-based ceremony that began centuries ago in Japan, as well as modern preparations with milk and other teas.


Why in-conversion matcha?
Organic matcha is in high demand, but expanding organic supply takes time. Farmers transitioning to organic certification make significant investments before they can realize the full value of their crops. In-conversion matcha creates a market for their tea during this multi-year process.

Choosing in-conversion matcha supports farmers investing in organic agriculture while giving you exceptional matcha grown using organic practices—helping build a stronger, more resilient future for Japanese tea.