How to Find a Reliable Matcha Supplier: A B2B Buyer's Checklist

The global matcha market has grown beyond $3.8 billion and continues to expand rapidly, driven by consumer demand for plant-based wellness products and clean-label caffeine alternatives. For cafe owners, food manufacturers, and beverage companies looking to source wholesale matcha, choosing the right supplier is arguably the most consequential decision you will make.

A reliable supplier does more than ship green powder — they ensure consistent quality batch after batch, navigate complex export regulations on your behalf, and serve as a long-term partner in your business growth. A poor choice, on the other hand, can result in inconsistent products, regulatory issues at customs, and ultimately, disappointed customers.

This guide presents a practical 7-point checklist to help you evaluate matcha suppliers with confidence.

Why Supplier Selection Matters More Than Ever

The matcha supply chain is under unprecedented pressure. Climate-related harvest disruptions in Japan have tightened supply, pushing wholesale prices to historic highs — particularly for premium Uji-origin matcha. At the same time, the surge in global demand has attracted suppliers of varying quality into the market, including those selling lower-grade green tea powder mislabeled as authentic Japanese matcha.

For B2B buyers, this means due diligence is no longer optional. The supplier you choose directly affects your product quality, regulatory compliance, cost stability, and brand reputation.

The 7-Point Supplier Evaluation Checklist

1. Verified Origin and Traceability

Authentic Japanese matcha comes from specific tea-growing regions, each with distinct characteristics:

A trustworthy supplier should be able to tell you exactly which prefecture — and ideally which farms or cooperatives — their matcha comes from. Be cautious of suppliers who only state "Made in Japan" without specifying the region, as this can sometimes indicate repackaged imports from other countries.

2. Quality Testing and Documentation (COA)

Every reputable matcha supplier should provide a Certificate of Analysis (COA) for each batch. At minimum, this document should cover:

• Microbiological safety: Total plate count, E. coli, Salmonella, mold and yeast
• Heavy metals: Lead, arsenic, cadmium, and mercury levels
• Pesticide residue screening: A comprehensive panel of 500+ substances, compliant with your target market's regulations
• Radiation testing: Still a standard requirement for Japanese tea exports

Beyond lab reports, evaluate the matcha yourself. High-quality matcha should display a vibrant emerald green color (not yellowish or dull), a fresh grassy aroma with subtle sweetness, and a silky texture when rubbed between your fingers — indicating proper stone-milling with particle sizes under 10 microns.

3. Relevant Certifications

Certifications serve as third-party verification of your supplier's claims. Key certifications to look for include:

• JAS Organic: Japan's official organic standard — mandatory for products sold as organic in Japan
• USDA Organic: Required for organic claims in the U.S. market (mutual recognition with JAS simplifies the process)
• EU Organic: Required for the European market, with an equivalence agreement with JAS
• HACCP: Demonstrates systematic food safety management at the processing facility
• FSSC 22000: A GFSI-recognized certification accepted by major global retailers

Always request current certification documents — not just logos on a website. Certifications older than 12 months may have lapsed.

4. Appropriate MOQ and Pricing Transparency

Understanding current market pricing helps you spot both overcharging and suspiciously low prices. Here are approximate wholesale ranges for 2025–2026:

A good supplier offers clear, tiered pricing and is willing to explain what drives the cost. Be wary of any supplier offering "premium matcha" at prices significantly below these ranges — it may indicate adulteration or mislabeled lower-grade product.

5. Sample Program Availability

Never commit to a bulk order without first evaluating samples. A professional supplier will offer a structured sample program that allows you to:

• Evaluate multiple grades side by side
• Test the matcha in your actual recipes and equipment
• Assess how it performs in lattes, baked goods, or whatever your intended application is
• Compare color, flavor, and frothability under real service conditions

When tasting samples, prepare the matcha exactly as your customers will receive it. A matcha that tastes great whisked in hot water may behave differently in a milk-based latte.

6. Export Compliance and Regulatory Knowledge

This is where many supplier relationships break down. International food trade involves layers of regulatory requirements that your supplier must understand and actively support.

For the U.S. market (FDA):

• The supplier's facility must be registered with the FDA
• Prior Notice must be filed electronically before each shipment arrives
• Labeling must comply with Nutrition Facts requirements
• Health claims like "detox" or "antioxidant-rich" without scientific backing can trigger enforcement action

For the EU market:

• The EU applies some of the world's strictest Maximum Residue Limits (MRLs) for pesticides — in many cases at the detection limit of 0.01 mg/kg
• Each organic shipment requires a Certificate of Inspection from an authorized body
• Pesticides that are legal in Japan may exceed EU limits, so your supplier must test specifically for EU compliance

A supplier who understands your target market's regulations and proactively provides the right documentation will save you significant time, cost, and risk at customs.

7. Communication and Long-Term Partnership Mindset

The best supplier relationships go beyond transactions. Evaluate how a potential supplier communicates:

• Responsiveness: Do they reply promptly and clearly to inquiries?
• Language support: Can they communicate effectively in English (or your preferred language)?
• Flexibility: Are they willing to work with you on custom packaging, private labeling, or adjusted MOQs as you scale?
• Proactive updates: Do they inform you about harvest conditions, pricing changes, or regulatory updates before they impact your orders?

A supplier who invests in the relationship — offering recipe development support, market insights, or help navigating new regulations — is a partner worth keeping.

Red Flags to Watch Out For

During your evaluation, these warning signs should prompt caution:

• Unusually low prices: Given recent supply constraints, bulk matcha priced well below $30/kg for any grade claiming Japanese origin is highly suspect
• Missing or outdated certifications: Inability to produce current JAS, USDA, or HACCP certificates suggests lapsed quality management
• Vague origin claims: "Japanese matcha" without specifying a prefecture or production region may indicate repackaged imports
• No COA available: Any supplier unable or unwilling to provide batch-level test results should be avoided
• Poor packaging standards: Matcha shipped in transparent bags or without nitrogen flushing will degrade rapidly during transit

Making Your Final Decision

Choosing a matcha supplier is not just a procurement decision — it is a strategic one. The right partner will help you maintain product quality as you scale, stay compliant as regulations evolve, and adapt to supply chain disruptions that are becoming increasingly common.

Start with samples from two or three suppliers. Evaluate each against this checklist. Then, before committing to a long-term contract, place a smaller trial order to test the full process — from order placement through delivery, documentation, and product quality upon arrival.

The matcha market rewards businesses that prioritize quality and consistency. Your supplier is the foundation of that promise.

Ready to evaluate a supplier? First Agri works directly with tea farms in Uji, Kyoto and provides full traceability, batch-level COAs, and dedicated export support for buyers in North America and Europe. Request samples here to experience the difference.