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TRENOS SiGINT: Matcha Is Becoming Bigger Than Japan And Japan Knows It
Japan's decision to give Japanese Tea GI protection at almost the same moment India commercialises Matcha assamica points towards a significant transition.
Matcha is moving from a Japanese speciality into a global ingredient platform.
Japan's opportunity is increasingly provenance, heritage, terroir and premiumisation. Other producers can compete on accessibility, flavour profile, functionality, price and industrial supply.
Scott Mathias
Aug 273 min read
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