Urgent Matcha Pricing Update
Dear Got Matcha Customers,
I want to personally share an important update with you regarding the rapidly changing Matcha industry in Japan and an upcoming adjustment to our pricing.
Our farm in Japan has informed us that the cost of our Matcha will be increasing by approximately 25-35% this year (as of 9/1/26), depending on the Ceremonial grade. Rather than passing that full increase on to you, Got Matcha will be absorbing approximately 15% of the increase, and our retail prices will increase by 10-15% beginning in September 2026.
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Farm increase: ~20-35%
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Our Price increase: ~10-15%
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Absorbed by Got Matcha: ~10-20%, depending on the grade
I know that any price increase is significant, so I want you to understand why this is happening - and why I believe it is so important that we continue supporting the extraordinary farmers behind our Matcha.
What is Happening in Japan?
Japan continues to face an extremely severe shortage of Tencha; the shade-grown tea leaf that is stone-ground to make matcha. Throughout all of Japan, unfavorable growing conditions have affected yields, with some tea fields experiencing increased pressure from pests and plant disease. At the same time, worldwide demand for authentic Japanese Matcha continues to grow at an extraordinary pace.
The combination of lower supply and unprecedented global demand has pushed Tencha prices to record highs across ALL of Japan. These increases are affecting organic and even conventional Tencha, as well as ceremonial and culinary grades.
The impact on farmers...
Our longtime farmer and partner, works with a select group of farmers committed to producing genuinely high-quality Tencha. He now faces a difficult balance: keeping Matcha affordable enough for his longtime customers while making sure his farmers are compensated fairly enough to continue doing this very specialized work.
At the same time, farmers are dealing with significantly higher costs for agricultural materials, energy and utilities. And as Tencha prices rise throughout Japan, skilled farmers now have more opportunities to sell their harvest to spot buyers willing to pay extremely high prices.
Our Commitment
Because of our long-standing relationship, we receive special pricing from our farm, but even that cannot fully offset rising costs. Most importantly, we will not compromise on quality. We will continue sourcing the same exceptional Japanese Matcha and supporting the same farming relationships that define Got Matcha.
Looking ahead
We are hopeful that future harvests and ongoing industry efforts will help stabilize supply. This year also saw the formation of the International Matcha Association (IMA), which serves to help guide the future of Matcha as global demand continues to grow. After nearly 30 years of working with Matcha, I've watched it grow from something little known in the US to something loved worldwide. Through it all, my commitment remains the same: to bring you authentic, exceptional Japanese Matcha without compromising quality or the people behind it.
Thank you for your trust, your support of our farmers, and for valuing what makes this tea so special.
With gratitude,
Rebekah and the Got Matcha team
To read the full articles and learn more about what's happening in Japan, you can do so here: