Aiya + Matcha at Winter Fancy Food Show 2013

February 1st, 2013

Last week the Aiya America team ventured up to San Francisco to attend the Winter Fancy Food Show. This is the second time we have attended this show. It’s a fun show with a good amount of attendees and in a great city. San Francisco is a fun city to visit and always offers new places to see and explore.

As for the show it was pretty busy. It appears that the Winter Fancy Food Show is growing with exhibitors as they opened up more halls in the convention center to allow more companies to find room to exhibit. The show always offer a diverse group of interested parties as people from large companies, specialty shops, restaurants, or simple everyday consumers will stop by and see what you have to offer up to the public.

In San Francisco despite the weather being a little warmer than we remembered it being last year we offered up two hot drinks for attendees to sample. We sampled our Ceremonial Matcha and Matcha lattes.

The response was very positive and many people at least heard of Matcha even if they were not educated in what it was exactly. The fact that Peet’s Coffee had recently launched a Matcha latte at their stores had a huge part in helping promote Matcha green tea. Peet’s biggest market is the bay area as the main headquarters is stationed up in the bay area. They had a huge campaign to promote their new drink in their stores which in turn increased the awareness of Matcha green tea.

We are happy to see Matcha growing in the mainstream market as it brings more awareness to general public. These are big steps that help Matcha green tea grow in the US market as well as tea in general. So far the start of the new year has started out with a bang for us at Aiya America with an excellent showing at the Winter Fancy Food Show. We hope that this is a precursor on what to expect as we push to educate the public about the wonders that is Matcha green tea.

The Different Grades of Matcha and Their Characteristics

January 31st, 2013

Having explained Matcha blending and production in our last two education posts, we would like to move forward and highlight some things about the grades of Matcha we carry and their distinct characteristics.  Since we are around it every single day and constantly discussing it with customers, the subtle differences between each grade is almost second nature to us.  This, understandably, is not the case for the casual Matcha fan and even some Matcha masters.  To help clear any confusion, we have put this post together.

All the Matchas we currently sell for the North American market can be broken down into two main categories – Ceremonial Matchas and Cooking Grade Matchas.  Both types are pure, high quality Matcha.  The way in which they differ is in flavor profile and by extension recommended usages.

Ceremonial Matchas

Aiya Ceremonial Matchas are the finest of all of our Matchas.  They include our Premium Matcha, Ceremonial Matcha, and Organic Ceremonial Matcha.

Intended Purpose and Flavor Profile:

Ceremonial Matchas are blended exclusively for whisking with hot water and drinking straight (just as in traditional Japanese tea ceremony).  These teas are naturally sweet on their own so that they do not need to be mixed with anything else to appreciate their delicate flavor.  The tea sommelier blends this grade of tea so that hot water will help to highlight its flavor.

Ceremonial Matchas’ delicate, sweet green tea flavor is completely masked by other assertive flavors such as sugar, milk, chocolate, soy, etc.  They are not recommended for mixing with any other flavors and ingredients.

Sensory Cues:

When looking at a Ceremonial Matcha, it should have a vibrantly green color (see below) and smell light, fresh, and slightly grassy.  It should also be extremely fine to the touch and feel like eye shadow.  If it smells off, is yellowish (or brownish) in color, and/or feels coarse between your fingers, it is not of high enough quality to classify as a ceremonial grade.  In fact, it may not even be real Matcha at all!

Amount Used Per Serving:

The usual, recommended serving of Ceremonial Matcha is 1/2 teaspoon (approximately 2 grams).  This mean that even though Ceremonial Matchas tend to be more expensive than other teas,  you only have to use small quantities each time.   When you consider the volume you are using per serving, it is a very manageable per serving cost.

Common Misconceptions:

It is a common belief that because Ceremonial Matchas are some of the most expensive Matchas on the market, they are by default the best choice for anything that calls for “Matcha.”  This is most certainly not the case.  If you were to use a Ceremonial Matcha to make a smoothie, you would need to add a full tablespoon or more to even get some green tea flavor in the drink.  A full tablespoon of Ceremonial Matcha can cost anywhere from 10 – 15 dollars at standard pricing. This is a lose-lose situation; you’re using way more Matcha than you need to of a more expensive product.  Making green tea drinks with Ceremonial Grades of Matcha, while technically not impossible, is cost prohibitive and an incorrect use of such a fine grade.

For tips on whisking and making traditional Matcha, please click here.

For most green tea purposes outside of making pure, tea ceremony style Matcha, Cooking Grade Matcha is best.

Cooking Grade Matcha

Cooking grade Matchas are blended specifically to be a jack of all trades.  Aiya offers Cooking Grade Matcha  in conventional and organic varieties.

Intended Purpose and Flavor Profile:

Perfect in green tea drink recipes, Matcha cooking/baking recipes, or even as a boost to workout drinks and meals, Cooking Grade Matchas have more bitter notes than Ceremonial Matchas.  This flavor profile is chosen by the sommelier on purpose.  Their intended purpose is inverse to Ceremonial Matchas – they are not meant to be drank straight with hot water and are intended to be mixed with other ingredients.  The more bitter, astringent notes that come out of a Cooking Grade Matcha are exactly what you are looking for; the more assertive flavor profile allows better synergy with sugar, milk, soy, and other strong flavors.

Sensory Cues:

Cooking Grade Matchas can look less vibrantly green than Ceremonial Matchas but they should still be noticeably green (see below)!  Just like Ceremonial Grade, a quality cooking grade Matcha should smell grassy and fresh.  It may have less of the light, naturally sweet elements to it but that is by design.  When touching a cooking grade Matcha, it should still feel fine and smooth.  If it feels coarse or you can see the individual grains of Matcha easily, it is not good quality.

Amount Used Per Serving:

To make an 8 oz green tea drink, you only need to use 1 to 2 teaspoons of Cooking Grade Matcha depending on how strong you like your tea flavor.  When baking or cooking with it in home recipes, you  should never need to use more than 1 to 2 tablespoons at a time.  As cooking grade Matchas are less expensive that Ceremonial Grades, the increased volume needed for recipes does not make cooking with Matcha cost prohibitive.

Common Misconceptions:

It is very commonly believed that Cooking Grade Matchas are lower grade than Ceremonial Matchas.  While this is true in the strictest sense, it is more accurate to look at them as a different grade that isn’t as expensive.  Using terminology like “lower grade” creates a misconception; although Cooking Grade Matchas are less expensive than Ceremonial Grades and their price is “lower,” their quality should not be.  If you find a cooking grade at rock bottom prices, it is most likely either very very poor quality, expired, or a different type of powdered green tea entirely.

You can find Aiya’s suggested drink and baking recipes here.

2013 Winter in Nishio – “Cold Stored” Matcha

January 15th, 2013

We’ve just received a new picture of one of Aiya’s tea fields straight from Nishio!

The tea plants destined to become 2013's Matcha harvest are coated in frost.

Nishio tea plants destined to become Alya’s 2013 Matcha harvest are coated in frost.

This winter in Japan is currently on track to be one of the coldest on record while parts of Japan are already being blanketed in snow.  As you can see in the photo above, it’s getting cold enough in the tea fields of Nishio that the plants are covered in a layer of frost during the night.  Although one’s initial reaction might be that this is bad news, it isn’t!  It is said that colder winters actually make for better tea; the tea plant can spend a lot of time in “hibernation,”  resulting in even better quality tea come the spring harvest.  So even though one might feel bad for these freezing plants already in “cold storage,” our farmers have great expectations for May’s harvest!

Aiya Matcha Monthly Radiation Test Results Available – January 2013

January 14th, 2013

The newest radiation test report for our January shipment has been received.  It once again confirms that all of our Matcha and loose leaf teas are safe for consumption.  If you would like a copy of the report, please contact us.

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Blending – How Matcha Taste, Aroma, and Quality are Kept Consistent

January 7th, 2013

Continuing our educational Matcha posts of 2013, we would like to highlight another important aspect of Matcha production.  In our previous post we gave a rough overview of how Aiya’s Matcha goes from the tea fields of Nishio to your cup.  The one part of the process that we did not elaborate on so as to look at in further detail this week is the process of Blending.

Why is Blending Necessary?

When plants like carrots or broccoli are harvested, the entire plant is uprooted and sold; the next crop will be grown from new seeds.  Tea, on the other hand, is unique in that the same plant will be grown, cultivated, and selectively harvested for upwards of 30 years.  Throughout the course of its time in service, the leaves a tea plant will produce have some natural variation in color (some leaves are greener while other can be more yellowish), flavor (sweetness vs astringency), and even leaf size and tenderness.  To offset this natural variation something needs to be done.

A more familiar example to help grasp this concept is grapes used to make wine – the same vines produce grapes each season.  Each harvest and each particular grape has its own unique variation and flavor profile.  While some may taste relatively the same, if one were to blindly make this years vintage in the exact same way as last year’s vintage without sampling the grapes, blending them properly, and making sure the flavor customers expect of that brand is on point, no two bottles would taste anywhere near the same and there would be no product consistency. The person whose job it is to taste these variations and make sure a consistent, high quality product is made year in and year out is called a sommelier.

Just like the wine industry, the tea industry (and especially the Matcha industry) uses the expertise of sommeliers.   An expert sommelier makes sure that each cup of Matcha tastes the same and is up to only the highest quality.  To do so, they undertake a number of steps that we are going to outline here.

Step 1: Sensory Testing

Once Tencha is received at the plant and going to be ground into Matcha, it goes through a number of tests and analyses to make sure when it is actually ground and then whisked into tea, it is only pure and high quality.  These tests guarantee that the flavor is also always as one expects.

The first step to achieve consistency is sensory testing.  Essentially the sommelier will look at, feel, and smell the Tencha before it is even added to water or steeped in any way.  The color, feel, and aroma of Tencha can tell an experienced sommelier a great deal about how the finished product will turn out.  Skill such as this and being able to recognize a great deal about the tea without even tasting it requires years and years of experience.

Step 2: Brewing Tencha to Taste

After performing visual and olfactory tests of the Tencha, the sommelier brews it with some hot water to get an idea of how these particular leaves are going to taste when mixed with water. Different notes, flavors, and tones come out of tea when it is brewed.

After allowing it to brew, the sommeliers pours it out.  They then taste it, swirling the tea around in their mouths.  If you have ever seen people taste tea, it may have seemed strange to see them slurp or swirl the tea around before swallowing it.  To use the wine analogy again, adding oxygen to the tea and swirling it around in your mouth makes it easier for your taste buds to detect more of what is going on in the tea.  This is why the mouths of different wine glasses have varying widths – oxygenation helps our perception of flavor.  (This is also a key reason why properly whisking and aerating your Matcha is extremely important!)

Step 3: Tasting the Matcha

After having run the different batches of Tencha through his/her experienced palate, a sommelier decides in what amounts to blend the batches of Tencha together for grinding, sending it off to the Matcha grinders to make a test Matcha batch.

As soon as it is ground and received back, the Matcha goes through the same steps the Tencha went through – visual, olfactory, and taste tests.

After this round of tasting is completed, the sommeliers compare their impressions and feelings to come up with a final decision on the blend that will become the Matcha Aiya sells around the world.  At this point the correct amounts of Tencha are mixed together and sent off to be ground and then packed.

Both sommeliers discuss their impressions of what they sampled and come to a decision.

Both sommeliers discuss their impressions of what they sampled and come to a decision.

From Seed to Scoop – How Matcha is Made

January 3rd, 2013

For our first educational Matcha blog post of 2013, we would like to take you on the journey of how Matcha is made.  In this post we will touch on the unique ways in which the tea leaves destined to become Matcha are grown and harvested as well as the hundreds of years old process they go through to make fine, delicate Matcha powder.  This journey from seed to scoop will help to further highlight all the care and effort Aiya and its farmers go through to bring only the finest, richest Matcha to the world.

Like all other teas, Matcha is derived from the leaf of the camellia sinensis plant.  With a few exceptions (namely rooibos), practically every tea one would recognize as “tea” is derived from this plant.  What makes Matcha unique is the way it is cultivated and refined.

A mature tea plant, ready for harvest.

A mature tea plant, ready for harvest.

Cultivation: Hand Picked Care

Most tea plants whose leaves are going to become black or standard green tea are grown in the open air with direct exposure to sunlight from the moment the seed is planted to the time the leaves are picked.  In the case of leaves destined to become Matcha, however, the last month before harvest the farmers erect a skeleton-like framework around the plants.  This is the first unique way Matcha is cultivated that sets it apart from all other teas.

Once the framework is in place, one layer of covering is placed onto it each week.  The covering mitigates the amount of sunlight that reaches the plants so even on a very bright day, it remains relatively dark within the fields.  In the end, approximately 90% of the overall sunlight is blocked.

Deprived of as much sunlight as it was once used to, the plant begins to over produce chlorophyll to continue photosynthesis despite the lack of  light.  This increases and maintains the amino acid levels within the leaf – the source of Matcha’s natural sweetness.  Additionally, the leaves open up more, making them broader, more delicate, and tender.  Finer leaves made for a finer tea.

The simple process of blocking sunlight to the plant helps to make a drastically different leaf!

When it comes time to harvest, leaves destined to become high quality Matcha are generally all hand picked.  (Lower grade or cheaper Matchas may be machine picked to save cost.)  The physical method by which the leaves are plucked down to angle and placement of one’s hand is also important so as to not prematurely tear the delicate leaf or otherwise damage the plant the farmer has gone to great lengths to cultivate.

Once picked, the leaves are collected together, sifted by a vibrating belt to remove any unwanted materials, and then lightly steamed so as to stop the leaf from naturally decomposing.  Tea leaves in this state are called Aracha.

Refining: Only the Cream of the Crop

After the cultivation process, the lightly steamed tea leaves are further refined to separate the meat of the leaf from the veins, stems, and other undesired parts.  This is achieved by a system of air blowers – the heavier stems fall first while the lighter meaty parts fly further.  In this form, the separated meaty parts of the leaves are packed and sent off to be ground into Matcha.  Tea in this state is called Tencha.

(Note: No part of the leaf is wasted;  the parts that do not become Matcha are used to make other Japanese teas such as Kukicha or Konacha.)

When the Tencha leaves are received at the main plant they are cold stored and kept as is until an order for Matcha has been received.  Once ordered, the Tencha leaves are placed into granite grinders.  Granite grinders have been used to make Matcha for hundreds of years and only very skilled artisans are able to create, shape, and maintain these grinders.   The carving of the grooves into the grinder as well as the day to day maintenance of such precise machines requires great patience and years of experience.  In modern day Japan, for example, there are only around 10 artisans of sufficient skill to work with a stone grinder.

Granite is the perfect material to make a Matcha grinder out of because it is able to spin and rub against itself without producing much heat from friction.  (Other materials, even if they were able to get a grind as fine as granite, would negatively affect the Matcha from the effect added heat would have on the leaves.)   The grinder, however, is not a quick machine – it is steady and reliable.  It takes a single grinder approximately one hour to grind 30 grams (1 tin) of Matcha.

After being ground, the now Matcha is sifted to make sure that only Matcha is sent on to the next step of the process.  Once it is sifted, workers pack the Matcha by hand into each and every tin for shipment and sale.

Finally, after all the care, effort, and attention to detail put into each plant, pick, and leaf, the Matcha is sent around the world to be enjoyed.

Aiya Matcha – 2012 Thank You

December 28th, 2012

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With the beginning of 2013 just around the corner, we would like to take this opportunity to thank you for all your business and support throughout 2012.

2012 was an excellent year for Matcha all across North America.  We are thrilled to see how much Matcha has grown and is becoming common across the country.  That success is due in no small part to you – our customers and all Matcha supporters alike.

We hope that 2013 continues this momentum and is even more successful!  Thank you very Matcha!

NEW Aiya Discount Promotion – Aiya Branded Tea Accessories Sale

December 21st, 2012

Matcha Bowls

 

 

To welcome in our newest tea accessory – the Black Matcha Strainer Can - we are proud to announce that all of our tea accessories are on sale from today until January 31st 2013!  The details for wholesale customers and end consumers are slightly different so please read below!

For Wholesale Customers:

All Aiya brand tea accessories are 10% off until January 31st, 2013.  To receive this discount, simply enter the discount code “Accessories10” (no spaces) at checkout to automatically save off all the tea accessories in your cart!*

For End Consumers:

All Aiya brand tea accessories are 15% off until January 31st 2013.  To receive this discount, simply enter the discount code “Accessories15” (no spaces) at checkout to automatically save off all the tea accessories in your cart!

To start shopping and save on all tea accessories, head on over to our online store now!

 

*Each respective discount is only applicable to Aiya brand items listed in the Tea Accessories section of Aiya’s consumer and wholesale online stores respectively.  Not valid for Bodum products sold by Aiya.  Aiya reserves the right to terminate or change this promotion without prior notice.

Happy Holidays from Aiya America!

December 21st, 2012

Aiya Holiday Image 2012

 

All of us at Aiya America would like to wish everyone a happy and healthy holiday season this year.  We greatly appreciate your business, support, and interest in Matcha.  It is because of you that Matcha has become such a success throughout North America!

As always, “Thank You Very Matcha!”

Making Matcha Recipes – Part VI: Matcha Hot Chocolate

December 18th, 2012

For the sixth installment of Making Matcha Recipes, we’ve made our newest Matcha recipe – Matcha Hot Chocolate.

In addition to this post, we invite you to take a look at our past posts for Making Matcha Recipes:  Matcha Krispy Treats,  Matcha Chocolate Cottage CakeMatcha Tofu Ice Cream, and Matcha Chocolate Chip Rice Cookies, and Matcha White Chocolate Salted Caramel Bonbons.

Making Matcha Recipes Part VI: Matcha Hot Chocolate

If you search the web looking for “Matcha Hot Chocolate” you can find a number of recipes with varying amounts of chocolate, Matcha, milk, cream, etc.  Having tried many of them, a lot of the recipes you find are overly sweet or suggest using too much Matcha.  Some of them just really aren’t very good at all.  For making this recipe, we have aimed to have the best balance between Matcha body, chocolate sweetness, and milkiness so they all harmonize together rather than have one particular element stand out.  (Please note: You can use any type of milk you prefer for this recipe but since we designed it with dairy milk in mind, there may be a slight flavor variation if you use non dairy milk or cream.)

Also, even though it is a simple recipe with only 3 ingredients, there is one simple tip that can help a lot:

  • Chop the chocolate as fine as you can.  If you have too many varying sizes, it won’t melt evenly and you may have clumped chocolate balls at the bottom of the pot.