What Jade Leaf Matcha does

Jade Leaf Matcha is a Seattle-based, privately held organic Japanese matcha brand that sells ceremonial-grade green tea powder, cafe-style ready-to-mix latte blends, culinary-grade matcha, Hojicha, matcha tea bags, and accessories to U.S. health-conscious consumers and at-home matcha drinkers. The company sources matcha directly from family-run farms in Uji, Japan, and operates a Shopify-based DTC storefront (jadeleafmatcha.com) with Subscribe & Save auto-replenishment and a Jade Rewards loyalty program, a B2B wholesale portal (wholesale.jadeleafmatcha.com) for retailers and foodservice operators, and a national retail presence anchored by an exclusive Pistachio Matcha Latte Mix at Target. The product line is tiered from $10.99 culinary-grade SKUs to $48.43 ceremonial starter bundles, with most cafe-style latte mixes priced at $10.99-$19.99.

The company pursues an omnichannel go-to-market strategy spanning direct e-commerce, mass retail, B2B wholesale, content marketing (recipe blog, educational matcha guides), and social media (Instagram, Facebook, YouTube, TikTok). It founded National Matcha Day in 2021, observed annually on May 2, and uses this IP as a category marketing moment—evidenced by 2026 partnerships with Milk Bar, Dunkin', and PLANTA Restaurants. Jade Leaf was independently named "Best Overall" matcha by Fortune and Yahoo in 2026, reporting a 56% repeat purchase rate against a backdrop of 5% U.S. household matcha penetration (vs. 80% for coffee). The firm is founder-led by CEO Will Crowthers and operates with a 1-10 person team, with no disclosed institutional funding, parent company, or executive hires beyond the founder.

Name

Jade Leaf Matcha

Legal name

Jade Leaf Matcha

Website

https://jadeleafmatcha.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Jade Leaf Matcha is a privately held, Seattle-based organic Japanese matcha brand that sells ceremonial-grade powders, cafe-style latte mixes, and related products directly to U.S. consumers online, at Target, and through B2B wholesale, with a subscription and loyalty program.

Ownership category

akta.pro rank

Product category

Specialty Tea & Matcha Beverages

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Instant Tea, Tea Extracts & Concentrates Manufacturing (AFAFADAH), Tea Blending & Flavoring (AFAFADAG), Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Organic matcha powder
• Matcha latte mixes
• Ceremonial green tea
• Culinary matcha
• Japanese green tea

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through jadeleafmatcha.com with subscription options (Subscribe & Save). Consumers can purchase pure matcha powder, latte mixes, starter sets, and accessories directly.
2. Retail/Wholesale Distribution: Products sold through national retailers (Target exclusive for certain products) and wholesale program for independent retailers and foodservice.
3. Wholesale Program: B2B wholesale channel through wholesale.jadeleafmatcha.com for retailers and foodservice operators to carry Jade Leaf products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Jade Leaf Matcha manufactures and sells premium organic Japanese matcha green tea products sourced from family-run farms in Uji, Japan. The core offering spans ceremonial-grade pure matcha powders (Barista Edition, Teahouse Edition, Stick Packs), culinary-grade matcha for cooking and baking, and a line of ready-to-mix café-style latte blends in Original, Vanilla, Strawberry, Pistachio, Collagen, and Lemonade variants, sold through DTC e-commerce, national retail (Target), and B2B wholesale channels.

Product overview

Jade Leaf Matcha offers a diversified product portfolio centered on premium organic Japanese matcha sourced from family-run farms in Uji, Japan. The core offering consists of ceremonial-grade matcha powders available in multiple formats: Barista Edition and Teahouse Edition for professional and traditional use, Stick Packs for on-the-go convenience, and Culinary Grade for cooking applications. Complementing the pure matcha powders is a line of cafe-style ready-to-mix latte products in Original, Vanilla, Strawberry, and Pistachio (Target-exclusive) flavors, plus Collagen Matcha Latte Mix and Matcha Lemonade Mix. The company also offers Hojicha (roasted green tea) and Matcha Tea Bags as alternative products. Starter bundles (Traditional and Modern) and tools/accessories provide entry points for new customers. A subscription platform enables recurring delivery, while a wholesale program serves B2B retail channels. Jade Rewards loyalty program enhances customer retention.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Ceremonial Matcha - Barista Edition
• Organic Ceremonial Matcha - Teahouse Edition Ceremonial-grade organic matcha in tin or pouch format for traditional preparation and premium tea experiences. Targeted at consumers seeking the traditional Japanese tea ceremony experience.
• Organic Ceremonial Matcha Stick Packs Single-serve ceremonial matcha stick packs for convenient on-the-go preparation. Aimed at consumers and travelers seeking portable ceremonial-grade matcha.
• Organic Culinary Matcha Culinary-grade organic matcha powder designed for cooking and baking applications. Targeted at home bakers, culinary creators, and recipe developers.
• Hojicha Powder Roasted Japanese green tea powder, an alternative to matcha with a milder, roasted flavor profile. Targeted at consumers exploring Japanese green tea beyond matcha.
• Matcha Green Tea Bags Convenient tea bag format for matcha consumption, offering an alternative to traditional powder preparation. Targeted at mainstream tea drinkers and entry-level matcha consumers.
• Organic Cafe Style Sweetened Matcha Latte Mix - Original Ready-to-mix latte blend combining ceremonial-grade matcha with sweeteners for café-style beverages at home. Targeted at consumers wanting convenient matcha lattes without preparation.
• Organic Cafe Style Sweetened Matcha Latte Mix - Vanilla Vanilla-flavored ready-to-mix matcha latte blend for café-style home preparation. Targeted at flavored-latte consumers.
• Organic Cafe Style Sweetened Matcha Latte Mix - Strawberry Strawberry-flavored ready-to-mix matcha latte blend for café-style home preparation. Targeted at flavored-latte consumers seeking variety.
• Pistachio Matcha Latte Mix New flavor expansion of the ready-to-mix latte lineup with a creamy, nutty pistachio flavor profile. Exclusively distributed through Target. Targeted at flavored-latte consumers.
• Collagen Matcha Latte Mix - Unsweetened Matcha latte mix with added collagen protein, unsweetened variant. Targeted at health-conscious consumers seeking functional beauty/wellness benefits.
• Matcha Lemonade Mix Ready-to-mix matcha lemonade beverage for a refreshing, citrus-forward matcha experience. Targeted at consumers seeking iced and seasonal matcha drinks.
• Traditional Ceremonial Matcha Starter Bundle Curated starter set for traditional matcha preparation including ceremonial-grade matcha and essential accessories. Targeted at new customers entering the traditional Japanese tea ceremony experience.
• Traditional Matcha Starter Set Entry-level bundle for traditional matcha preparation including matcha powder and basic tools. Targeted at entry-level consumers and gift buyers.
• Modern Matcha Starter Set Contemporary starter bundle for modern matcha preparation and consumption. Targeted at new consumers entering matcha via modern café-style preparation.
• Matcha Tools & Gift Sets Accessories and tools for matcha preparation including whisks, bowls, and sifters, available as individual items or gift sets. Targeted at new and traditional matcha consumers.
• Matcha Subscriptions Subscription service (Subscribe & Save) for recurring matcha product delivery with convenience and savings benefits. Targeted at regular matcha consumers seeking automatic replenishment.
• Wholesale Program Dedicated B2B wholesale platform for independent retailers and foodservice operators to stock Jade Leaf Matcha products. Targeted at retail buyers, café owners, and foodservice operators.
• Gift Cards Digital gift cards available for purchase as gifts for matcha enthusiasts. Targeted at gift buyers.

Quantifiable outcome

• 56% repeat purchase rate
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered flagship, minor and core.

• Milk BarflagshipGTM or Marketing Partner · 2 May 2026National Matcha Day partnership - Milk Bar, founded by Christina Tosi, partnered with Jade Leaf Matcha (National Matcha Day's founding company) to debut two limited-edition matcha products nationwide for eight weeks. This is a flagship annual partnership for the 5th annual National Matcha Day celebration.
• Dunkin'minorGTM or Marketing Partner · 2 May 2026Dunkin' offered triple rewards points on matcha purchases at participating U.S. locations for National Matcha Day, as part of the broader celebration of the matcha holiday founded by Jade Leaf.
• PLANTA RestaurantsminorGTM or Marketing Partner · 2 May 2026PLANTA restaurants offered a limited matcha menu as part of National Matcha Day celebrations, featuring matcha beverages at their plant-forward restaurant concepts.
• TargetcoreChannel Partner/ Reseller/ Distributor · 6 January 2026Exclusive retail partner for Pistachio Matcha Latte Mix launch, available at Target stores nationwide and on Target.com. The product is part of Jade Leaf's expansion of their ready-to-mix latte lineup. Jade Leaf also maintains broader retail presence as indicated by 'Find Jade Leaf Near You' section.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ippodo Tea: Premium Japanese green tea and matcha brand with direct-from-Uji sourcing, comparable ceremonial-grade positioning, and US DTC + retail distribution. Closest direct competitor to Jade Leaf in the premium organic matcha segment.
• Cuzen Matcha: Premium Japanese matcha brand offering ceremonial-grade powders and innovative at-home preparation formats. Direct competitor in the premium organic matcha DTC space.
• MatchaBar (now Motto): Pioneer US matcha brand that evolved from cafés into a packaged consumer brand (now Motto). Comparable in mission of mainstreaming matcha consumption in the US and offers direct competition in the latte-mix segment.
• Encha: Organic Japanese matcha brand focused on latte-grade and ceremonial-grade powders with DTC e-commerce. Direct overlap on product format (powder, latte mixes) and target consumer (health-conscious, at-home preparation).
• Mizuba Tea: Single-origin Japanese matcha and loose-leaf tea brand with strong DTC presence and premium positioning. Competes with Jade Leaf on ceremonial-grade matcha quality and direct-to-consumer subscription model.

Broad incumbents

• Harney & Sons: Established premium tea company with broad distribution including matcha products. Comparable on premium tea positioning and multi-channel retail/wholesale distribution, though matcha is one of many tea categories rather than the focus.
• Starbucks (Matcha products): Global beverage incumbent with a significant matcha menu (matcha lattes, refreshers). Drives mainstream matcha awareness through foodservice that ultimately feeds at-home adoption — adjacent competition rather than direct CPG overlap, but a key channel partner candidate.

Emerging players

• Chamberlain Coffee: Emma Chamberlain's DTC coffee brand that has expanded into flavored latte mixes and alternative beverages. Comparable in target demographic, social-media-driven brand building, and ready-to-mix product format that overlaps with Jade Leaf's latte mix line.
• Four Sigmatic: Functional mushroom and adaptogen coffee/tea brand with strong DTC presence. Comparable in health-conscious consumer targeting and functional-beverage positioning, though focused on coffee vs. Jade Leaf's matcha base.

Regional players

• Teapigs: Premium UK-based tea brand with matcha in its portfolio. Comparable on premium DTC tea positioning and direct-to-consumer subscription model, but primarily serves the UK/European market rather than competing directly in the US.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/jadeleafmatcha
• Facebookfacebook.com/jadeleafmatcha
• Instagraminstagram.com/jadeleafmatcha
• TikToktiktok.com/@jadeleaf.matcha?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jade Leaf Matcha