The Camellia sinensis plant, from which matcha originates, was first cultivated for use in tea in China in the 3rd century BCE, but it wasn’t until the 7th to 10th centuries that the practice of consuming the leaves in the form of matcha was first documented. Matcha, unlike the infusion process of its black and green tea sisters, is made by finely grinding the tea leaves into a powder that is mixed with hot water and consumed in its entirety. It is thought that a Japanese Buddhist monk brought matcha to Japan
sometime around the 12th century, where it was considered highly valuable and coveted and therefore necessitated a careful preparation method, and so its consumption and preparation developed into a spiritual practice by the 16th century, the whisking of powdered green tea into hot water a meditative ritual. Since matcha began as a rare and premium product, the ceremony of its preparation became
entrenched in its consumption. In modern day Japan, matcha tea ceremonies are still widely practiced, and while it is no longer reserved for the elite or ‘ruling class’, it is still deeply ritualistic with specific implements such as the bowl and bamboo whisk, and even particular whisking motions or patterns.
Meanwhile, elsewhere in Japan, the matcha latte has become extremely popular, commercialised
and readily available, and co-existing alongside its traditional consumption in the country.

Matcha Migrates West

Western countries have long since been discovering and adopting Japanese culture and cuisine, and matcha is no different, with it seeing a marked rise, particularly in the US. Future Market Insights (FMI) reports that the matcha market in 2023 was worth USD $2.7 billion and is expected to reach $7.1 billion by 2033 — a CAGR of 10.2 percent. FMI attributes this growth to the interest in its health benefits, use in skincare and culinary applications such as confectionery. The latter of which is driving
its popularity in the Indian market, according to Fact MR , while the health benefits are driving the market in the US.

Japanese tea company, Ippodo, was founded in 1717, “when the [matcha] tea ceremony had begun to be enjoyed by other elites like warrior families and high-class townsfolk,” said Tomoko Honda, head of global operations, Ippodo. In 2001,Ippodo began selling its matcha overseas as the number of international visitors to its Kyoto shop had begun to increase.

The growing interest in matcha was also noted by Germany-based tea supplier, Wollenhaupt, which had previously only been including matcha in its catalogue as a ‘marginal phenomenon’, said Marco Sinram, head of tea trading and sustainability, Wollenhaupt, but recognised that demand was developing ‘dynamically’, and therefore now offer three different types of matcha to its customers.

“Ten years ago, very few people had heard of matcha and now the market is absolutely exploding. So many new matcha brands have popped up in the last couple of years and you can find matcha on menus in more cafés and restaurants. The UK is now following in the steps of places like New York and Los Angeles with matcha bars popping up across the country,” said Katherine Swift, founder and CEO
of OMGTea, a UK-based specialist matcha green tea company.

One such place is Blank Street coffee chain, which began in Brooklyn, New York, in August 2020, and now has locations across New York; Boston, Massachusetts; Washington, DC; and in 2022 debuted in London. While Blank Street serves an array of café and coffee shop offerings, some of its most distinguishable and popular products are its matcha beverages.

When Blank Street launched in London in Summer 2022 ,matcha wasn’t a widely accessible drink. There were limited places to get matcha on the high street, but most of those places offered either expensive or low-quality matcha. We wanted to disrupt the market by launching exciting flavour combinations that made a niche category into one that is more fun and accessible for everyone,” explained Ignacio Llado, UK managing director at Blank Street. “In Spring of 2023 we launched our Blueberry Matcha, joining the classic Matcha Latte on our menu. This drink was the first of its kind in London, and […] immediately caused a huge buzz, with TikTok and word of mouth helping it to quickly climb to become a Blank Street best seller.”

Matcha’s vibrant green colour affords it a social-media-ready aesthetic for consumers, fuelling its popularity among influencers and the younger generation. Blank Street has recognised this in its marketing strategy, making use of clear cups and contrasting colours to bring its matcha drinks to life.

While many of the high-street iterations of matcha lattes and frappés may be heavy on sugar or cream, matcha itself is considered a remarkable health food, with this being another, perhaps the largest, draw to the product for consumers. “Matcha aligns well with overall wellness trends and appeals to those looking for more specific benefits such as a healthier alternative to coffee or energy drinks, detox,
increased antioxidant intake, weight management, etc,” said Swift.

A Healthy Shade of Green

The way in which the Camellia sinensis plant is grown in order to produce matcha, allows for the accumulation of catechins, (−)-epigallocatechin-3 -gallate (EGCG) in particular is most abundant in matcha. It is these catechins that provide high antioxidant properties and give matcha its reputation as a health drink. It has been found that “regular consumption of matcha may have a positive effect on both physical and mental health,” according to the report Health Benefits and Chemical Composition of Matcha and Green Tea: A Review by Joanna Kochman, Karolina Jakubczyk, Justyna Antoniewicz, Honorata Mruk, and Katarzyna Janda, published on PubMed Central.

It is the health benefits of these antioxidants found in matcha that encouraged Swift to establish OMGTea. She began researching its benefits after her mother was diagnosed with breast cancer, then both she and her mother began routinely drinking matcha green tea. Five years later, Swift launched OMGTea, and a year after that she founded The Healthy Life Foundation, a charity that funds research into age-related diseases, including cancer.

Swift emphasised, however, that the quality of the matcha consumed is essential to reaping its health
benefits. While matcha is generally considered a premium product, there are more affordable blends
available; these are the kind often used as ingredients in confectionery or desserts where the matcha taste need not be so refined. Matcha can be tested for its quality by examining the colour and texture, as well as the taste. She explained that they quality check their matcha regularly using the ‘finger/stroke test’, whereby matcha powder is placed on a white piece of paper and, using a finger, is pulled across the page to observe its colour and texture alongside others. The brighter the green colour, the higher quality the matcha, also the particle size of high-grade matcha ought to be between five and ten microns, as fine as baby powder, said Swift.

This essential colour and texture gauge all comes from the farming process, which has specific methods to ensure these attributes. “For around three weeks before harvest, shades are put over the tea fields to block out the sunlight, which increases the amount of flavourful, umami-rich components in the tea leaves. After the leaves are harvested in the beginning of May, the leaves are steamed, cooled and dried, baked, and sorted. […] The leaves are then ground with stone mills to produce the fine powder called matcha,” explained Honda. Shading the tea leaves is a traditional characteristic of matcha production, and is a method invented centuries ago in Kyoto, Uji, Japan, and is now widespread, she noted.

It is the shading that boosts the leaves nutrient levels, causing an overproduction of chlorophyll, contributing to its bright green colour, added Swift. The stone mills are also what produce the silky, fine texture of quality matcha, whereas lower grades are cut and blended using steel, which, she noted, reduces the flavour and bio availability of the matcha’s nutrients.

The location where the matcha is grown is also crucial to its quality and flavour. There are specific areas that are known for their matcha production, such Uji, Japan, “one of the most renowned regions for matcha growing in the world,” said Llado, and it is around this area that Wollenhaupt, Blank Street and Ippodo source their matcha. The region of Kagoshima, Japan, is also particularly suited to matcha production, benefitting from its volcanic soil and climate, commented Swift, and is where OMGTea sources its products.

Sustaining Production

With such specific regions and fastidious productions techniques, are matcha’s producers prepared to meet the surging global demand from the product, not just domestically in Japan, but as far away as the US and UK? Sinram explained that, while Wollenhaupt believes that the highest and most authentic quality of matcha can be found only in Japan, it is possible to source it from other producing countries,
depending on the requirements of the customer.

Meanwhile, Swift noted that in the Kagoshima region, practices are being undertaken to increase production in order to meet demand, “Farmers in Kagoshima have been adopting advanced agricultural techniques to enhance matcha. These innovations help increase yield and improve the quality of the tea leaves. Some tea farms are converting or expanding their fields specifically for the cultivation of tencha, the raw material used to make matcha. Local government initiatives and support for the tea industry have also played a role in encouraging the growth of matcha production in the region.”

Honda added that as global climates change, areas that are suitable for production are shifting and will continue to shift. “Areas where tea can be grown will likely change or expand as well, whether inside or outside of Japan. We are not sure what the future will bring, but it is key to plan for and adapt to changes.”

This growth in demand has created a broad market for matcha with varying requirements and uses. Where it has historically and traditionally been an exceptionally premium and ceremony-bound product, it is now a commercialised and accessible product for many consumers, posing the question of how far it can be removed from its origins and cultural significance? “While it’s great that matcha is going more mainstream, we want to make sure that it still feels special and comes with the holistic experience that has been central to Blank Street since we first launched,” noted Llado.

So where perhaps the ceremonial aspect of matcha may no longer be a necessity, it still can add something to the experience of consumers, if they engage with it, encouraging more mindful consumption, said Swift.

Honda added that, while consumers may not know of its ceremonial or spiritual origins, “during the tea ceremony and in Japanese society in general, when drinking matcha it is considered important to feel gratitude for the person who made the matcha for you and for those who produced it. We think it would be wonderful if that sentiment grew alongside the increasing popularity of matcha worldwide.” Therefore, its marketing is crucial, to not only offer consumers a brightly coloured health drink, but also a moment of reflection on both the beverage and the process that went into every sip.

• Kathryn Brand is an associate editor with T&CTJ, while still writing for several of Bell’s
  other magazines. She joined Bell Publishing at the beginning of 2022 after graduating from
  the University of East Anglia with a degree in English Literature and Creative Writing.

The post Ceremonial to TikTok Trending: The Evolution of Matcha appeared first on Tea & Coffee Trade Journal.

To mark this milestone, Gong cha is hosting a global tea party that kicks off in New Zealand and travels to the opening of the 2000th store in Boston, Gong cha’s US headquarters. The new store is located at 412-414 Highland Ave, Somerville, MA. 

This global event celebrating the grand opening of the 200th stores “promises an occasion full of fun and freebies.” The #GongchaTeaParty will kick off at 2pm in Gong cha stores worldwide, inviting bubble tea enthusiasts from around the globe to join the celebration. As a gesture of appreciation, Gong cha will be offering a promotion exclusively for the first 100 customers in every store. With every signature Black Pearl Milk Tea purchased, customers will receive another for free. Customers are encouraged to share their complimentary drink with someone who hasn’t had the opportunity to try bubble tea. This initiative aims to extend the warmth and camaraderie of the Gong cha community to new bubble tea enthusiasts. 

Gong cha will also be hosting a global social media contest where guests who share photos of their experience using the hashtag #GongchaTeaParty will be automatically entered to win a year’s supply of Gong cha drinks. 

At the 2000th store location in Boston, Gong cha will serve a special limited-edition beverage that nods to one of the city’s iconic desserts: Boston Cream Pie Bubble Tea, which will be offered for only USD $2. With the purchase of the drink, guests will receive a free Boston Cream Pie donut from local favourite Union Square Donuts (while supplies last). Additionally, starting at 2pm EDT, the 2000th location will be giving the first 200 customers a complimentary signature Black Pearl Milk Tea, and the first 20 will come served in the viral Gong cha “MEGA mug.” 

“We are thrilled to celebrate the opening of Gong cha’s 2000th store with a global tea party. This milestone represents the unwavering support of our loyal customers and the dedication of our hardworking team. We invite bubble tea lovers from around the world to join us in this celebration, as we not only share delicious tea, but also create unforgettable memories together,” said Geoff Henry, president of the Americas at Gong cha. 

For more information and updates, visit gongchausa.com. 

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A/S Cimbria

Cimbria’s processing, handling and storage solutions

Cimbria is a global leading company within industrial processing, handling and storage of coffee, grain, seed, and food products.

We offer project design, engineering and process controls as well as development, manufacturing and service of customised systems and turnkey installations.

At the SCA Expo, Cimbria and its trusted dealer Bratney Co, will introduce the latest innovations of the coffee processing industry, with an entire range of cleaning, grading, optical sorting, handling and storage solutions.

Cimbria, an Expert at your side.

A/S Cimbria

Thisted, Denmark

Email: cimbria.holding@agcocorp.com

Web links: cimbria.com; cimbria.com/en/turnkey/green-coffee-processing.html

SCA Expo Booth #: 676

Brambati SpA

KL2-1500 fully automatic cardans roller grinder

The development of new machines more and more sustainable, with high performances and economically more competitive, requires a considerable effort from manufacturers. However, what might seem to be a problem, turns out, instead, as an opportunity to continue to improve the products range and develop new products.

Brambati introduces two new roller grinders models, among its range of grinding system, the smaller and compact ‘baby’ roller grinder KL150 and the huge KL1500. Model. As the other range of grinders, both can be at multiple grinding stages.

The KL150 grinder, specifically conceived to produce ground coffee for capsules, can be at 2 or 3 grinding stages, whilst the KL1500 model, developed to meet the demands of large productions in small spaces, can have 1, 2, 3 or 4 grinding stages, to be able to cover all ranges of particle sizes present in the worldwide market, including micronised coffee.

The KL1500 grinder can be semi-automatic or fully automatic too, and the transmission can be through cardans with independent motor for each roller or with belts, with one motorisation for all the grinding rollers. The level control can also be different, standard for the semiautomatic or at high automation for the fully automatic version.

The grinding technology and the precision of final particle size, regardless of the machine model, are always granted.

Our grinders can be checked by remote, thanks to the remote connection device placed inside the control panel and equipped with a set of option that can customise the machines according to the specific need of the customer.

Another very important point is that the whole machine has been designed and built according to ISO 14006 Ecodesign rules to reduce the environmental impact (wastes, energy consumption, emissions, spare parts) along its useful life.

Brambati SpA

Codevilla (PV), Italy

Web: brambati.it

SCA Expo Booth #: 540

Descamex

Our decaffeinated water process known as ‘Mountain Water’ has the following main advantages:

• It is the best-tasting Water Decaf, best cup in the market.
• It has a longer shelf life — it will keep its quality in green for a long period of time so there is no need to roast it as soon as you receive it.
• It is easier to roast — it will behave more like regular green coffee during roasting.

We are certified Organic (NOP, EU, JAS, COR and SAGARPA regulations) and under the sustainability labels we are RFA, UTZ, FLO, FAIR TRADE USA and SMBC Bird Friendly certified. Additionally, our facilities are FSSC 22000 as well as Kosher and Halal certified.

Here is a link to Descamex´s YouTube channel: youtube.com/channel/UCBrXC8PfyjZHRWEiN0eT9Ug

Descamex

Córdoba, Ver CP, Mexico

Web: descamex.com.mx

SCA Expo Booth #: 325

Federación Nacional de Cafeteros (National Federation of Colombian Coffee Growers)

Image: Cafe de Colombia

Café de Colombia is the name given to 100% washed Arabica coffee grown in the coffee regions of Colombia. It is also the brand The Colombian Coffee Growers Federation (FNC) created to promote their coffees both in the industry and among consumers as a high-quality product. The FNC work as a non-profit organisation and since 1927 established itself as the largest rural NGO in the world that represents more than 540,000 Colombian coffee-growing families.

Federación Nacional de Cafeteros

Bogotá, Colombia

Web: cafedecolombia.com

SCA Expo Booth #: 1009

Fres-co System USA, Inc

G14 automatic form, fill and seal packaging machine

The G14 is a vertical form, fill and seal packaging machine with a retail finishing conveyor designed with concepts of unique flexibility and performance in mind. The G14 offers the convenience of a simple and quick changeover between sizes, and easy and smooth operation.

The colour touchscreen HMI provides easy access to all machine functions as well as a troubleshooting aid and reporting of production statistics. This equipment can be integrated with most fillers for dry applications and can be supplied with many optional features, including printers, labellers, and degassing valve applicator. The finishing conveyor is extended to allow for package trim, final seal, tin-tie reclosure application, top flap tape or label application as well as other features.

Our North American-based Packaging Equipment Technical Support Team will install and test the G14 and properly train operators and personnel to ensure optimal equipment performance.

DATA:

Production speed: Up to 45 packages per minute*

Package Dimension Min: 60 – 155 mm

Package Dimension Max: 180 – 440 mm

*output varies with pouch or bag size and product filling characteristics

Fres-co System USA, Inc.

Telford, Pennsylvania, USA

Web: fresco.com/markets/flexible-packaging-coffee

SCA Expo Booth #: 909

iFillSystems

L-Series

iFillSystems enables coffee and tea companies of all sizes to compete in the growing USD $20B+ single-serve industry. Our proprietary iFillCup® technology allows our single-serve pods to hold more coffee and use finer grinds, to achieve specialty coffee standards in brewing a better cup than other single-serve pods on the market. Additionally, our pods and filters are be made from recyclable, BPA-free polypropylene.

We manufacture various sizes and speeds of filling equipment for our pods. Our 800 series filling machine is a compact, countertop solution that fills and seals up to 1,200 pods per hour. The 7000 series is a floor standing unit that will fill and seal up to 3,600 pods per hour.

For the most ambitious of operations, our L-Series filling machines will fill and seal up to 24,000 pods per hour, depending on the number of fill lanes. These high-capacity filling machines can be integrated with additional automation, eg, bulk and retail cartoners, variety packers, date/batch/blend printing, dosing modules for powder and liquid ingredients for functional beverages, and more.

For more information on these systems and our innovative approach to creating a sustainable, circular economy, contact us at: Partner@ifillsystems.com

iFillSystems

Washougal, Washington, USA

Web: ifillsystems.com

SCA Expo Booth #: 1055

Modern Process Equipment (MPE)

Super.Max coffee capsule grinder

The new Super.Max is a precision coffee capsule roller mill that fits in the footprint of a disc-style grinder. The Super.Max is a higher capacity successor to the Mini.Max, which debuted in 2020 and has quickly found favour from capsule producers worldwide. The Super.Max increases capacity from 450 to 700 capsules per minute over the Mini.Max. The Super.Max and Mini.Max are both designed to operate either on top of capsule packaging machines or in a tandem grinding configuration but offer the narrow particle size distribution and coffee density that only roller mills can achieve — far superior to disc-style grinders. The Super.Max comes in two gas-tight, Ecodesign variants: the 2-high 600 SM.2; and the 3-high 600 SM.3. The 3-high

Super.Max stands only 63 inches high (160 cm), and the 2-high Super.Max only 54 inches high (137 cm). Despite the incredibly compact design, both Super.Max models can grind 240 Kg of perfectly densified, 300-micron size ground coffee for producing 700 capsules per minute.

Modern Process Equipment

Chicago, Illinois, USA

Web: mpechicago.com

SCA Expo Booth #: 725

Neuhaus Neotec

NEOROAST 15

The German roasting equipment manufacturer Neuhaus Neotec is happy to present their technology again on the SCA in Boston after two years of abstinence due to the difficult Covid situation. The company will show its sophisticated roasting system NEOROAST, which is especially designed for the specialty coffee scene. The unique way of roasting based on the established RFB technology opens a completely new world of opportunities for the roasting profiles. The secret of the physics behind is the minimum heat inertia, which provides for shortest response time of the roasting system to temperature changes. Even at the running roasting process, the operator can adjust the temperature increase or decrease, where the roaster immediately follows the new setting.

The continuous and gentle movement of the beans in an air stream provides for a maximum even roasting. All beans within the batch are developed on the same level and no aroma deviations from the desired results are produced. In addition, due to its minimum heat inertia the roaster produces the same results right from the beginning. Long heat-up times for homogeneous roasting conditions are thing of the past. These are just a few of the many reasons, why the NEOROAST is the preferred roasting machine for high valuable coffees.

The roaster is fully controlled by a PLC including an enhanced recipe management, but also external evaluation software like Cropster or Artisan can be used via Modbus interface.

The Neuhaus Neotec team is looking forward to meeting you at our booth!

Neuhaus Neotec GmbH

Ganderkesee, Germany

Neuhaus Neotec USA Corp

Roswell, Georgia, USA

Web: neuhaus-neotec.com

SCA Expo Booth #: 883

TC Transcontinental Packaging

TC Transcontinental’s range of packaging

TC Transcontinental Packaging has been providing the coffee industry with a wide-range of innovative and sustainable packaging solutions from crop-to-cup for over 40 years. We blend art, science, and technology to create high-barrier, high-performing, specialty films and bags to meet the needs of the producer, the exporter, the roaster, the brand owner, and the consumer.

We develop one-of-a-kind solutions in a wide range of barriers, formats, closures, and eco-friendly compostable options to protect your products freshness and aroma and meet your consumer’s needs.

From design to production, we work with our customers to create the perfect package for their product. We assess each opportunity and listen to our customers’ needs before determining the best films for the application.

As leaders in commercialising BPI certified compostable packaging for single serve and retail coffee applications, we will work with you every step of the way providing guidance to transition your coffee & tea packaging to an environmentally friendly solution.

Our technical staff, with decades of combined packaging experience, work with each customer right down to the packaging line operators, to assure our solution meets or exceeds their expectations for cost, quality, and service.

TC Transcontinental Packaging

Chicago, Illinois, USA
Web: tc.tc/packaging or tctranscontinental.com/en-us/packaging/markets/coffee-tea

SCA Expo Booth #: 608

Tea & Coffee Trade Journal

The post SCA Expo 2022 exhibitor preview appeared first on Tea & Coffee Trade Journal.

Attendees to Re:co can avail of an early bird ticket and save $200 by registering before 4 March. Alongside in-person tickets, the SCA will also be offering digital access to Re:co content to continue the growth in reach, accessibility, and impact of previous versions—more details on this will be released soon.

The post SCA announces registration openings for Specialty Coffee Expo and Re:co events in Boston appeared first on Tea & Coffee Trade Journal.

Re:co addresses the most pressing topics facing the specialty coffee industry today, blending expert speakers, sensory experiences, live discussion, networking, and community engagement opportunities.

This year’s programme will revisit basic assumptions about specialty coffee and its consumers through the lens of increasing fragmentation and the accompanying opportunities it brings to redress market dynamics: What is specialty coffee? Who is consuming it, and how? Which attributes are becoming increasingly valuable?

Attendees will come together for plenary sessions designed to address these questions, and their implications for the future of our industry, before separating into their choice of breakout sessions, where they’ll have the chance to focus on their specific interests across lectures, question-driven discussion groups, structured networking and sensory experiences.

Registration for standard tickets opens on Monday 24 January, with more details on digital access to be announced by the SCA soon.

For more information, visit: recosymposium.org.

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