Meanwhile in Japan, our friends report that matcha continues to be the darling of the market—“the boom of the matcha,” as one phrases it. This farmer will be releasing an organic yuzu-flavored matcha in the fall.
The web yields wider access but tougher sales
Here’s an interesting perspective from one of our farmers in Assam: “With the internet, prices are readily available to everybody—but not the [tea's] quality profile, which makes it harder to make people understand that even though several teas may come from the same garden, each lot is separate, and hence a separate price [based] upon quality.” For farmers seeking more online sales, internet shopping can be a double-edged sword: You’re only as good as your weakest tea, but with so much competition out there, it’s challenging to set your best lots at the prices they deserve.
This is really an issue for wholesale buyers like us, rather than individual consumers like you, but it’s a poignant reminder that no matter how strong a farm's reputation may be, every batch must be tasted to ensure it’s up to snuff.
This is one reason we take our time selecting new teas, and why some spring harvests may not hit our website until late summer. For now, try our fresh 2018 lot of Darjeeling 1st Flush, Muscatel Valley. We’re in love with its silky texture, rich hazelnut aroma, and spicy orange and allspice finish.