Sourcing matcha for the U.S. market in 2026 requires more than finding a product with good color and flavor. Buyers must select the right quality for each application, confirm annual supply capacity, evaluate samples under commercial conditions, and review pricing and lead times. This guide covers supplier documentation, FDA-related requirements, Prior Notice, FSVP, English labeling, landed cost, safety stock, and alternative sourcing strategies.
This guide is intended for businesses developing or purchasing matcha products for the U.S. market, including:
Rather than explaining how to prepare matcha at home or providing consumer recipes, this article focuses on recurring commercial procurement, quality consistency, U.S. import procedures, labeling, supplier evaluation, and supply planning.
Demand for matcha has expanded beyond a temporary Japanese tea trend. Growth is being supported by:
At the same time, buyers must navigate a complicated set of supply-side factors, including tencha availability, milling and processing capacity, supply and demand by quality level, currency fluctuations, transportation costs, tariffs, and supplier allocations to existing customers.
U.S. buyers therefore need to evaluate several factors at the same time:
Three developments are particularly important for U.S. buyers in 2026.
According to Japan’s Ministry of Agriculture, Forestry and Fisheries, or MAFF, Japanese green tea exports reached a record value of ¥72.1 billion in 2025. The ministry identifies growing demand for powdered tea, a category that includes matcha, as one factor behind the increase.
For exports to the United States in 2025, powdered green tea accounted for approximately 85% of volume and 87% of value. Japan’s green tea export value from January through May 2026 was also running ahead of the same period in the previous year.
The latest figures are available in MAFF’s Japanese tea market and export report.
As demand increases, buyers may not be able to secure their preferred quality, volume, and delivery schedule at the same time.
Supply can be especially challenging for:
JETRO has also reported that rapid growth in the U.S. matcha market has contributed to higher prices and greater difficulty securing supply. See JETRO’s report on rising matcha prices and supply challenges in the United States.
The availability of a sample does not guarantee that the same quality will be available in commercial quantities. When a supplier says a product is available, buyers should ask:
The appropriate matcha depends on how the finished product will be manufactured, served, and priced.
A premium matcha with delicate aroma and strong umami may not be the best option for a sweetened latte, baked product, or chocolate application. A commercial grade designed for color stability, dispersibility, and consistent supply may perform better and provide a more practical cost per serving.
Buyers should avoid selecting products based only on labels such as:
These terms may be defined differently by different suppliers. They should not replace application testing, measurable specifications, sensory evaluation, and commercial cost analysis.
Before meeting with a supplier, define the basic commercial requirements.
These should include:
A general request for “high-quality matcha” does not provide enough information for a supplier to recommend the right product.
| Application | Key Quality Priorities | Recommended Sample Tests |
|---|---|---|
| Café lattes | Color, dispersibility, bitterness-sweetness balance, operational consistency | Hot and iced drinks, dairy and plant-based milk, sweetened and unsweetened recipes |
| Baked goods | Color after baking, aroma retention, compatibility with fats and sugar | Color before and after baking, storage-related fading, flavor retention |
| Ice cream and chocolate | Compatibility with fat, bitterness, color, storage stability | Final formulation, refrigerated or frozen storage, flavor balance |
| RTD beverages | Dispersibility, sedimentation, color after heat treatment, stability over time | Pilot production, heat treatment, filling, and shelf-life testing |
| Premium retail | Origin, aroma, umami, color, provenance, and packaging | Aroma after opening, whisking, foaming, and opened-package stability |
| Bulk ingredient distribution | Specification consistency, price, volume, and documentation | Lot variation, analytical limits, packaging, and reorder continuity |
| Health-oriented products | Safety specifications, serving amount, and claim support | Testing documents, formulation review, and claim substantiation |
A café chain using matcha every month may be better served by securing a consistent commercial grade under an annual or seasonal supply plan than by purchasing small quantities of a premium product.
Important questions include:
For a premium retail tin or pouch, buyers should evaluate more than flavor and color.
Confirm:
MAFF distinguishes matcha from other powdered green teas by describing matcha as finely milled tencha produced from shaded tea leaves that are dried without rolling. Buyers should confirm the raw material and production method rather than relying only on the product name.
The appearance and aroma of the dry powder are not enough to determine whether a product will perform successfully.
Test the product in:
Compare:
Evaluate:
Evaluate:
Selecting matcha primarily on price, without application-specific testing, can result in quality complaints, inconsistent finished products, and lower repeat-purchase rates.
When sourcing matcha for the U.S. market, buyers should review product, safety, manufacturing, labeling, and export documentation.
Not every supplier will have a complete U.S.-specific document package from the first meeting. However, a supplier’s ability to understand the questions, organize the required information, and respond within an agreed timeline is an important evaluation criterion.
Required tests and documents will vary depending on the product, application, food-safety risk, and contractual specifications.
| Area | Documents and Information | Purpose |
| Product specifications | Specification sheet, ingredient and additive information | Confirm product composition and finished-product labeling impact |
| Quality | COA, color, moisture, particle size, and other agreed limits | Confirm lot-level quality |
| Food safety | Relevant microbiological, heavy-metal, and pesticide documentation | Support risk assessment and FSVP activities |
| Labeling | Allergen information, origin, and English product name | Support U.S. label development |
| Manufacturing | Process information, facility details, and certifications | Support supplier evaluation |
| Shelf life | Stability data and shelf-life rationale | Evaluate the available selling and usage period |
| Traceability | Lot-numbering system and recall procedures | Support investigation and corrective action |
| Importation | FDA registration-related and Prior Notice information | Support U.S. import entry |
| Logistics | Storage conditions, packaging specifications, dimensions, and weights | Protect quality and calculate landed cost |
A Certificate of Analysis, or COA, reports analytical results or specification compliance for a particular lot. Buyers should determine whether the supplier can provide a COA for the actual production lot, rather than only a general product specification.
Ask the supplier:
Confirm:
When requesting exclusivity or territorial rights, it is generally safer to begin with realistic and measurable commitments.
A phased agreement can define:
Exclusivity can then be expanded based on actual sales and the commitments both parties can support.
Matcha is generally regulated as a food by the U.S. Food and Drug Administration.
The FDA states that importers are responsible for ensuring imported food is safe, sanitary, and labeled according to U.S. requirements. Imported products may also be examined when offered for entry into the United States.
An overview is available on the FDA’s Importing Food Products into the United States page.
Facilities that manufacture, process, pack, or hold food for consumption in the United States may need to register with the FDA unless an exemption applies.
Confirm:
Registration resources are available through the FDA’s Food-Facility Registration page.
The FDA generally must receive Prior Notice before food is imported or offered for import into the United States.
Suppliers, exporters, customs brokers, and U.S. importers should coordinate accurate information, including:
See the FDA’s Prior Notice of Imported Foods page for current requirements.
The Foreign Supplier Verification Program, or FSVP, is not simply a single certificate or document.
Importers covered by the rule must conduct risk-based activities to verify that imported food is produced in accordance with applicable U.S. food-safety standards.
Depending on the food, supplier, and applicable exemptions or modified requirements, FSVP activities may include:
The FDA provides a summary of the FSVP Key Requirements.
For retail products, buyers should determine which labeling requirements apply to the specific product and package.
Potential label elements include:
Pure matcha and a matcha mix containing sugar, flavors, milk ingredients, or other components will have different ingredient and allergen-labeling considerations.
When an English adhesive label is applied to existing Japanese packaging, confirm:
General food-labeling information is available in the FDA Food Labeling Guide. Buyers should also review current topic-specific guidance for Nutrition Facts, allergens, and product claims.
Country-of-origin marking is also subject to U.S. Customs and Border Protection requirements. See the CBP guidance on country-of-origin marking.
Even when matcha is imported as a commercial ingredient rather than as a retail product, it may affect the specifications and labeling of the finished food or beverage.
Confirm:
Buyers should evaluate matcha based on the cost of delivering usable product to the U.S. facility, not only the supplier’s price per kilogram.
A landed-cost calculation may include:
For high-volume café menus and beverage products, even a modest increase in cost per kilogram can have a significant annual effect.
Matcha cost per serving = Total landed cost ÷ Usable quantity × Matcha used per serving
| Supply Risk | Possible Response |
| Price increases | Agree on quotation validity and price-revision rules |
| Supply allocation | Share annual demand and reserve volume in advance |
| Longer lead times | Establish reorder points and safety stock |
| Lot-to-lot variation | Set specifications, sensory standards, and approved reference samples |
| Stockouts | Pre-approve substitute grades |
| Single-supplier dependency | Qualify a secondary supplier |
| Unexpected demand growth | Share rolling monthly and quarterly forecasts |
| Currency volatility | Define the quotation currency and price-review conditions |
Useful supply-risk measures include:
However, frequently changing regions, producers, or grades may alter color, flavor, and overall product performance.
Buyers must balance supply stability with product consistency and brand value. Dual sourcing may work for some programs, while a larger reserved allocation from one qualified supplier may be more appropriate for others.
Sourcing matcha for the U.S. market requires buyers to evaluate several factors at the same time:
A high-quality product may not be suitable for a café or manufacturing program if the required volume cannot be supplied consistently. At the same time, choosing only on price and availability may compromise color, flavor, customer satisfaction, and brand value.
For businesses seeking to compare Japanese matcha and food suppliers or identify export-ready products suited to specific U.S. applications, consulting umamill can be a practical next step.
umamill connects international buyers with food manufacturers in Japan, helping businesses explore potential suppliers and products based on their commercial requirements.
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Regulatory note: This article provides general business information and does not constitute legal advice. Registration, testing, import procedures, FSVP obligations, labeling, and country-of-origin requirements vary depending on the product, formulation, packaging, importer, and intended use. Before importing or selling matcha in the United States, confirm current requirements with the FDA, CBP, a customs broker, and qualified food-safety or labeling professionals.