I love what my two friends Etienne and Morgan have done after quitting their corporate jobs.
They created Material Matcha Uji, one of the most disruptive tea companies of recent years. Now they have their unique craft Matcha green teas after a year of patient development and hard work.
Material Matcha Uji is the brainchild of two foodies at heart, who after years in finance & IT gave up their big corporate jobs to go on a quest for purity: to find and create the greatest matcha green teas ever.
Etienne Denoual, co-founder at MMU, explains: “It all started from a deep wish to reconnect with nature and authenticity. When I went back to Kyoto, a city I had lived in for years before, it was a revelation. We just had to do it.”
Making high grade Matcha is no walk in the park. Indeed, they faced serious issues: while so-called matcha is booming worldwide (it is often low quality green tea dust), its production has seen a steep decline in Japan. Farmers are facing increasing expenses, weak demand for superior quality matcha, and lower sales value. Even more worrying, the aging tea-making community faces successor problems, endangering its very existence.
The two founders, who willingly admit that two years ago they knew next to nothing about tea-making, and were both rather coffee persons, took a fresh look to the issues and devised an innovative development model: if superior matcha doesn’t work in the domestic market anymore, they would take it abroad for the first time, where foodies are thrilled by Japanese delicacies.
Their matcha blends, the result of more than a year of hard work in the fields and in their workshop, are uncompromising, bold, sophisticated, and probably unlike anything you have ever tasted before. Straying from the very classical image of Japanese tea ceremony, their craft matcha belongs to the realm of guilty pleasures, not unlike artisanal chocolate or micro-distillery whiskey.
Because Matcha is a precious and pure material, they package their blends in different raw materials honoring the minimalism of Japanese craft & culture.
“We consider our packages and vessels as something one lives with, a celebration and everyday ceremony of the purity of Matcha.” explains Morgan Josset, co-founder.
Support their Kickstarter’s Crowdfunding campaign
Backed by a devoted community and now ready for production, they are asking backers to help them buy a whole year of harvest of several plots of land that are especially promising. Providing tea farmers financial stability and peace of mind, they push them to always favor quality over quantity, and hope that younger generations will one day take up the torch!