How a Specialty Café in Amsterdam Built a Matcha Program That Outsells Espresso

The Challenge

Running a specialty café in Europe and sourcing quality matcha presents a unique set of challenges that most coffee-focused café owners don't anticipate.

The European matcha market was valued at USD 565 million in 2024 and is projected to reach USD 1.27 billion by 2033, growing at 9.45% CAGR (Market Data Forecast, 2025). This growth means more cafés are adding matcha to their menus — but many struggle with sourcing.

Common challenges European café owners face:

• Inconsistent quality between batches — Without standardized grading, "ceremonial grade" labels vary wildly between suppliers. There is no legal or industry-standard definition of matcha grades (International Tea Committee).
• Rapid color degradation — Matcha's green color comes from chlorophyll, which degrades through oxidation accelerated by heat, light, and oxygen exposure. Research from Ito-en's Quality Control department showed that storage at 25°C causes significant chlorophyll loss within weeks.
• Sea freight quality loss — Standard shipping containers crossing the equator can reach internal temperatures exceeding 50°C. Since chlorophyll degradation accelerates dramatically above room temperature, sea-freighted matcha often arrives already compromised.
• Grade confusion for lattes — Many café owners default to expensive ceremonial grade ($175-300/kg wholesale) for lattes, not realizing that its delicate umami notes are overwhelmed by milk proteins.

Finding the Right Approach

The Specialty Coffee Association (SCA) recommends that cafés evaluate matcha specifically for their intended applications — straight preparation versus milk-based drinks require fundamentally different characteristics.

For milk-based drinks like lattes, industry-standard "latte grade" or "premium culinary" matcha ($60-90/kg) actually performs better than ceremonial grade. The slightly higher tannin content stands up to dairy and plant milks instead of disappearing, and the cost per drink drops substantially.

The Economics

According to Restaurantware's café economics analysis, a standard matcha latte costs roughly:

With matcha lattes selling at an average of $4.41 in UK cafés (Square UK Market Data, Summer 2025) and €5-7 in continental European specialty cafés, the gross margin per drink ranges from 70-80%.

For comparison, even though a pound of matcha costs more than a pound of coffee beans, the cost per drink is often cheaper with matcha — a single pound (454g) of matcha yields approximately 227 servings at 2g per drink (Matcha Outlet industry analysis).

The Solution: Data-Driven Sourcing

Successful cafés are adopting a structured approach to matcha sourcing:

1. Grade Mapping by Application

2. Air Freight for European Markets

Quality-conscious suppliers ship via air freight (5-10 days) rather than sea freight (40-55 days). The temperature-controlled shipping preserves chlorophyll integrity — a critical factor given the scientific evidence that higher storage temperatures accelerate degradation of color, flavor, and health-related compounds.

3. The Aliquot Storage System

Research shows that matcha maintains peak quality in vacuum-sealed or nitrogen-flushed packaging, with unopened matcha lasting up to a year in freezer storage. The practical solution for cafés:

• Keep one week's supply at the bar in an airtight, opaque container
• Store remaining stock vacuum-sealed and refrigerated (4°C)
• Never store matcha near heat sources like espresso machines

Results: What the Data Shows

Cafés that implement proper grade selection and sourcing see measurable improvements:

• Cost reduction of 30-40% on matcha ingredients by switching from ceremonial to latte grade for milk-based drinks
• Higher profit margins than espresso drinks — matcha lattes command a $1-2 premium over standard lattes while ingredient costs remain comparable
• Reduced waste — proper storage protocols extend usable life from 2-3 weeks to 6+ weeks after opening
• Consistent customer experience — batch-to-batch consistency from suppliers who use blending expertise (gōgumi)

Key Takeaways for Café Owners

1. Don't use ceremonial grade for lattes — it's not about quality, it's about application fit. Latte grade delivers better flavor in milk-based drinks at 30-50% lower cost.
2. Air freight is essential for European markets — the temperature exposure during sea freight measurably degrades matcha quality, as supported by chlorophyll degradation research.
3. The 2025 supply crisis demands planning — Kyoto's first-flush tencha auction prices reached ¥8,235/kg in June 2025, approximately 1.7x higher than the previous year (Kyoto Tea Association). Diversifying to Kagoshima-sourced matcha provides supply stability.
4. Invest in storage infrastructure — a dedicated mini-fridge and vacuum-sealed portioning pays for itself through reduced waste within the first month.

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Sources

• European Matcha Market Data: Market Data Forecast (2025)
• UK Matcha Beverage Pricing: Square UK Market Analysis (Summer 2025)
• Café Cost Economics: Restaurantware, Matcha Outlet
• Matcha Storage Research: Ito-en Quality Control Department
• Kyoto Auction Prices: Kyoto Tea Association via Ooika (2025)
• SCA Matcha Guidance: Specialty Coffee Association