Matcha & Discipline

Matcha represents one of the most disciplined agricultural traditions in the world.

This series explores the people, systems, and decisions that protect quality across generations — from shade-growing and harvest timing to processing, education, and restraint in the face of global demand.

Rather than focusing on products or trends, Matcha & Discipline examines matcha as a system: how it is grown, why standards matter, and what is lost when discipline gives way to scale.