Think Matcha is an online tea shop that specializes in Japanese matcha green tea and a lifestyle that
celebrates great taste, health benefits, delicious recipes, and many practical ways to use it in your daily life.
celebrates great taste, health benefits, delicious recipes, and many practical ways to use it in your daily life.
The Cup of Life: First, let’s start with the history of Think Matcha.
Peter from Think Matcha: The idea behind Think Matcha grew from my passion for great tasting, healthy and wholesome foods. Matcha is one such food. Actually it is a superfood. I wanted to find a way to share my passion for matcha tea with others.
For many years I had been introducing friends to really good matcha and one by one they
became “matcha converts,” so I finally decided to create a company based on matcha tea
and the healthy life style that I really enjoy. On our company home page we have an image
titled “How Does Matcha Make You Think and Feel?”. Well, if our store had a flag we would
probably create one from that word cloud.
For many years I had been introducing friends to really good matcha and one by one they
became “matcha converts,” so I finally decided to create a company based on matcha tea
and the healthy life style that I really enjoy. On our company home page we have an image
titled “How Does Matcha Make You Think and Feel?”. Well, if our store had a flag we would
probably create one from that word cloud.
TCOL: Can you briefly explain what Matcha is and how a cup of it comes to be?
TM: Matcha – literally meaning “fine powdered tea” – is a special type of green tea which is one of
the highest quality grades in Japan. It is traditionally used in the Chanoyu or Japanese tea
ceremony.
the highest quality grades in Japan. It is traditionally used in the Chanoyu or Japanese tea
ceremony.
Unlike other types of powdered green tea such as Sencha, the leaves that produce Matcha are
partially grown in the shade. A structure called a tana is built around developing tea bushes,
and a mesh cloth covering or straw is placed over the tana roughly 20-30 days before the tea
leaves are harvested. Protecting the young leaves from direct sunlight is key to slowing down
their growth, causing them to turn a rich bright green. This builds up nourishing amino acids,
chlorophyll, and high levels of healthy anti-oxidants. It also controls the astringency. Once
picked, the flattened leaves are completely dried, and all stems and veins are removed. This
is called Tencha. The Tencha is then finely ground by granite stone mills for about an hour, to
produce the vibrant green delicate micro powder known as Matcha. The micron fineness
enhances the refined flavor, aroma, appearance and color that make matcha so prized.
Higher grade matchas have a smoother, more complex flavor and subtle natural sweetness.
High quality matcha is refreshingly aromatic, bright, vibrant green, and has a slightly sweet,
subtle after taste. Lower grade matcha has a dull green color, with brownish or yellow tints. A
pale green color indicates that the matcha contains stems and veins that were ground into it,
or that it is not fresh. Lower grade matchas also taste completely different from good quality
ones. They have an astringent and less smooth taste, lack that sweet aromatic smell, and
have lower levels of healthy antioxidants. Acquiring a taste for enjoying matcha is simple,
provided you use good quality Japanese matcha green tea.
partially grown in the shade. A structure called a tana is built around developing tea bushes,
and a mesh cloth covering or straw is placed over the tana roughly 20-30 days before the tea
leaves are harvested. Protecting the young leaves from direct sunlight is key to slowing down
their growth, causing them to turn a rich bright green. This builds up nourishing amino acids,
chlorophyll, and high levels of healthy anti-oxidants. It also controls the astringency. Once
picked, the flattened leaves are completely dried, and all stems and veins are removed. This
is called Tencha. The Tencha is then finely ground by granite stone mills for about an hour, to
produce the vibrant green delicate micro powder known as Matcha. The micron fineness
enhances the refined flavor, aroma, appearance and color that make matcha so prized.
Higher grade matchas have a smoother, more complex flavor and subtle natural sweetness.
High quality matcha is refreshingly aromatic, bright, vibrant green, and has a slightly sweet,
subtle after taste. Lower grade matcha has a dull green color, with brownish or yellow tints. A
pale green color indicates that the matcha contains stems and veins that were ground into it,
or that it is not fresh. Lower grade matchas also taste completely different from good quality
ones. They have an astringent and less smooth taste, lack that sweet aromatic smell, and
have lower levels of healthy antioxidants. Acquiring a taste for enjoying matcha is simple,
provided you use good quality Japanese matcha green tea.
Try Think Matcha’s TRADITIONAL MATCHA TEA RECIPE
TCOL: What would you say makes your Matcha stand out from the crowd?
TM: We are very particular about the distinctive flavor of our tea, growing conditions, and the
testing of each tea crop to ensure they are free from any unwanted environmental hazards.
Our matcha teas are specifically chosen for their high quality and taste. We import it directly
from growers in Japan who have been cultivating matcha tea for a long time. Our deep
knowledge and history with matcha allows us to make good decisions regarding flavor and
quality for our customers. Our goal is to consistently exceed our customer’s expectations with
distinguished quality tea at a price point they can afford. We are not in the tea business for profit only; we love what we do, and want to share it with the world, so this doesn’t really
feel like just a job for me, as it embraces my lifestyle.
TM: We are very particular about the distinctive flavor of our tea, growing conditions, and the
testing of each tea crop to ensure they are free from any unwanted environmental hazards.
Our matcha teas are specifically chosen for their high quality and taste. We import it directly
from growers in Japan who have been cultivating matcha tea for a long time. Our deep
knowledge and history with matcha allows us to make good decisions regarding flavor and
quality for our customers. Our goal is to consistently exceed our customer’s expectations with
distinguished quality tea at a price point they can afford. We are not in the tea business for profit only; we love what we do, and want to share it with the world, so this doesn’t really
feel like just a job for me, as it embraces my lifestyle.
In order to provide our customers with the best possible experience, we do not carry matcha
that is brown or yellow, because we are very particular about matcha and food in general. We
only import excellent Japanese matcha that I would personally drink, or use as a culinary
seasoning. We also store our matcha properly.
that is brown or yellow, because we are very particular about matcha and food in general. We
only import excellent Japanese matcha that I would personally drink, or use as a culinary
seasoning. We also store our matcha properly.
Our culinary grade matcha, Cafe Improv is several steps higher than the average culinary
grade matcha, so it tastes great and looks great, in a vibrant green color. Mixing it in to
beverages such as lattes, iced teas, or smoothies or sprinkling it into foods while cooking,
boosts your antioxidant intake.
grade matcha, so it tastes great and looks great, in a vibrant green color. Mixing it in to
beverages such as lattes, iced teas, or smoothies or sprinkling it into foods while cooking,
boosts your antioxidant intake.
TCOL: How & when did you first notice your love for tea?
TM: It started a long time ago while traveling to India and the Far East on many occasions and
working around the world. Drinking fresh tea that has not been wrapped in a tea bag is a
whole different way to experience its full-bodied character.
working around the world. Drinking fresh tea that has not been wrapped in a tea bag is a
whole different way to experience its full-bodied character.
Matcha completely surprised me, because of its unique taste. When I learnt about its many
enhanced health benefits, it became my favorite tea. The lower caffeine levels and healthy
antioxidant properties helped to win me over quickly. I soon discovered many different ways
to use it in my daily life including cooking, which I really enjoy.
enhanced health benefits, it became my favorite tea. The lower caffeine levels and healthy
antioxidant properties helped to win me over quickly. I soon discovered many different ways
to use it in my daily life including cooking, which I really enjoy.
TCOL: The thing that I love about Think Matcha is your website. It is literally the Matcha Bible! Filled with so much information, and even an online shop. How did you become so informed about Matcha Green Tea?
TM: My knowledge of matcha tea is a continuous learning process and grew over many years as a
consumer. I really enjoy its unique flavor, its calming yet alertness-enhancing properties, and
superfood health benefits. I was curious about its rich history and different grade levels so I
did a lot of research. Investigating what was available in the US, I soon discovered that there
is a wide gap between the different grade levels, and people’s understanding of those grades.
Unfortunately, many people who first experience drinking a cup of matcha tea, are surprised
that it tastes astringent, because they actually drank the culinary grade, not the ceremonial
grade. I found that most people are not aware of the distinction. The culinary grades are
basically an ingredient, (for lattes, smoothies, cooking, etc.) whereas the ceremonial grades
are the ones you drink. My decision to launch Think Matcha came about very naturally, to
inform people about this basic distinction, and to offer them high quality grades. Launching it
provided me with the incentive to further deep dive into everything matcha. One aspect of this is our focus in matcha health research. We began interviewing scientists
about their current research to validate the many claims floating around on the Internet
about matcha and its health benefits. We regularly interview leading green tea scientists from
around the world, to make our team better informed about our products, and we share those
insights with our customers.
consumer. I really enjoy its unique flavor, its calming yet alertness-enhancing properties, and
superfood health benefits. I was curious about its rich history and different grade levels so I
did a lot of research. Investigating what was available in the US, I soon discovered that there
is a wide gap between the different grade levels, and people’s understanding of those grades.
Unfortunately, many people who first experience drinking a cup of matcha tea, are surprised
that it tastes astringent, because they actually drank the culinary grade, not the ceremonial
grade. I found that most people are not aware of the distinction. The culinary grades are
basically an ingredient, (for lattes, smoothies, cooking, etc.) whereas the ceremonial grades
are the ones you drink. My decision to launch Think Matcha came about very naturally, to
inform people about this basic distinction, and to offer them high quality grades. Launching it
provided me with the incentive to further deep dive into everything matcha. One aspect of this is our focus in matcha health research. We began interviewing scientists
about their current research to validate the many claims floating around on the Internet
about matcha and its health benefits. We regularly interview leading green tea scientists from
around the world, to make our team better informed about our products, and we share those
insights with our customers.
On the culinary side, I enjoy cooking, having done it personally for over 20 years. It was a
natural for me to become involved with matcha at a culinary level, by adding it to my own
recipes which you can find on our website. It’s a versatile product with so many great uses.
TCOL: The section I admire the most on your website is “Matcha & Health”. Is there one health benefit of matcha that stands out from the rest?
TM: Since I am very active physically, I see matcha as a great addition to one’s daily multi
vitamin. This is because matcha has very high naturally occurring antioxidant levels, due to
its high chlorophyll properties, which are a distinctive characteristic of shade grown tea.
vitamin. This is because matcha has very high naturally occurring antioxidant levels, due to
its high chlorophyll properties, which are a distinctive characteristic of shade grown tea.
TCOL: Do you think you will ever get into other teas as well or only focus on Matcha?
TM: Matcha will remain our primary tea of choice. We may add on products that relate to the use
of matcha. This excellent tea has a wide spectrum of daily uses, many of which we already
include on our website. We would like to continue offering our customers great quality
matcha teas at a good price, while being a reliable educational resource to learn about the
most recent developments in research on its health benefits and culinary food innovations.
of matcha. This excellent tea has a wide spectrum of daily uses, many of which we already
include on our website. We would like to continue offering our customers great quality
matcha teas at a good price, while being a reliable educational resource to learn about the
most recent developments in research on its health benefits and culinary food innovations.
TCOL: I was reading your Community Service section of your website. Can you expand a bit more about that?
TM: We think community service completes the entire social cycle for Think Matcha. All across the
world, the act of drinking tea brings people together and creates a sense of community. In
many countries, it is the first thing you offer a guest or someone in stress. Community
involvement is an important part of our mission. We actively support volunteer organizations
that we feel we can make a difference in, and ones that have causes we particularly align
with well.
world, the act of drinking tea brings people together and creates a sense of community. In
many countries, it is the first thing you offer a guest or someone in stress. Community
involvement is an important part of our mission. We actively support volunteer organizations
that we feel we can make a difference in, and ones that have causes we particularly align
with well.
For example, I volunteer in the community kitchen for a nonprofit organization called
Foodgatherers. Foodgatherers provides daily free meals for hundreds of economically
challenged residents in Michigan. Our team also volunteers at Habitat for Humanity, reading
and writing programs at local schools, Relay for Life, and others. We promote healthy
lifestyles.
Foodgatherers. Foodgatherers provides daily free meals for hundreds of economically
challenged residents in Michigan. Our team also volunteers at Habitat for Humanity, reading
and writing programs at local schools, Relay for Life, and others. We promote healthy
lifestyles.
TCOL: You have quite a few mouthwatering recipes to cook/bake with Matcha. If you had to decide, which one would be your favorite?
TM: Right now, my personal favorite is the Zucchini Walnut Bread. We work hard to keep our
recipes healthy because we think it fits well with our matcha product. We are also health
foodies so it is a natural way to go for us.
recipes healthy because we think it fits well with our matcha product. We are also health
foodies so it is a natural way to go for us.
Recently our kitchen developed several new tasty matcha recipes, which will appear on our
website over the next few months. I personally prepare several of these recipes regularly for
my family and the list keep growing. Some of our favorites are Cacao Chocolate Power
Cookies, Tofu Scramble, Tempeh and Avocado Spaghetti Sauce, and the Energizer Breakfast
Cereal Bowl. We like to take the approach that all of our matcha food recipes can be
modified to suit your personal tastes.
website over the next few months. I personally prepare several of these recipes regularly for
my family and the list keep growing. Some of our favorites are Cacao Chocolate Power
Cookies, Tofu Scramble, Tempeh and Avocado Spaghetti Sauce, and the Energizer Breakfast
Cereal Bowl. We like to take the approach that all of our matcha food recipes can be
modified to suit your personal tastes.
TCOL: What way would you prefer getting your daily Matcha? Drinking? (smoothie, latte) Infused in food? etc.
TM: Ah, that’s the big question! I really enjoy traditional thin matcha tea (whisked with water),
using our Ceremonial Matcha, and drinking hot lattes with our Cafe Improv Matcha. The
recipes which I use personally for making traditional and latte teas are on our website.
using our Ceremonial Matcha, and drinking hot lattes with our Cafe Improv Matcha. The
recipes which I use personally for making traditional and latte teas are on our website.
TCOL: What are your future plans for Think Matcha?
TM: As for Think Matcha’s future plans, I would like to continue on our current course by keeping
customers well informed about matcha teas and also becoming more involved on the tea
plantation side of matcha cultivation in Japan. I would like to begin creating Think Matcha
specialized blends for our customers. Matcha has many different grade levels and flavors
which leaves room for lots of different flavor possibilities. Working with growers more closely
at the plantation level would be something I would like to do.
customers well informed about matcha teas and also becoming more involved on the tea
plantation side of matcha cultivation in Japan. I would like to begin creating Think Matcha
specialized blends for our customers. Matcha has many different grade levels and flavors
which leaves room for lots of different flavor possibilities. Working with growers more closely
at the plantation level would be something I would like to do.
TCOL: Any last words you would like to say about Think Matcha and/or tea?
TM: Yes, if you are new to matcha explore the different grade levels to make sure you have the
one that suits your personal palate. Our website has lots of matcha buyer guidelines to help
you determine how to choose a quality matcha. One thing that most people don’t realize is
that it’s really important to keep matcha airtight and refrigerate it to preserve its freshness
and taste. If your readers have questions about buying matcha they should feel free to
contact us. Tea buyers should know that selecting a good matcha is like buying fine wine. The
color, aroma and grade level will determine its quality and flavor.
TM: Yes, if you are new to matcha explore the different grade levels to make sure you have the
one that suits your personal palate. Our website has lots of matcha buyer guidelines to help
you determine how to choose a quality matcha. One thing that most people don’t realize is
that it’s really important to keep matcha airtight and refrigerate it to preserve its freshness
and taste. If your readers have questions about buying matcha they should feel free to
contact us. Tea buyers should know that selecting a good matcha is like buying fine wine. The
color, aroma and grade level will determine its quality and flavor.
Founder, Peter Sabbagh behind Think Matcha products began his journey as a health foodie, traveling & exploring great tasting & healthy food alternatives from around the world over 20 years ago.
He has studied at New York University and Harvard Universities. He is also a student of Chanoyu (the study of tea) at the Urasenke Foundation.
For more information on matcha tea, including recipes and health articles, visit thinkmatcha.com.
He has studied at New York University and Harvard Universities. He is also a student of Chanoyu (the study of tea) at the Urasenke Foundation.
For more information on matcha tea, including recipes and health articles, visit thinkmatcha.com.
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