An England-based former banker, who missed drinking traditional matcha, has set up a firm to bring an affordable version to the UK, Cambridge News reported on 29 July.
Tomo Nakamura, co-founder of Goen Matcha, aims to cut costs by importing directly from a tea plantation in Kyoto. He will stock the type used in the traditional Japanese tea ceremony, as well as that used by chefs for cooking.
While Goen Matcha, building on the growing interest in the drink as a super-drink, will largely target consumers, the firm also aims to educate businesses on how to use matcha to make drinks such as matcha latte.