Part 5 - Distributing Matcha: Tencha and Stone-Milled Matcha

Today, matcha is generally sold in powdered form. This is called “powder selling.”

Conversely, selling tencha leaves before grinding them into powder is called “leaf selling.” Before “powder selling” became the standard, “leaf selling” was the common practice. In the days when transportation was still underdeveloped, those who wished to drink matcha needed to grind tencha leaves themselves at the place of consumption.

Quality Characteristics of matcha

matcha consists of extremely fine particles, about 10 microns in size. When tencha leaves, originally 5–8 mm in size, are ground with a stone mill, they become about one-thousandth of their original size. As shown in Photo A (MATCHA DIRECT tencha leaves), such tencha leaves are transformed into matcha as shown in Photo B (MATCHA DIRECT matcha).

Compared to tencha leaves, matcha has a vastly increased surface area. This makes it much more susceptible to temperature and humidity, causing its quality to deteriorate faster. While tencha leaves in leaf form can be preserved using vacuum packing or nitrogen gas displacement, such methods are difficult with matcha because it is a fine powder.

For this reason, matcha has an inevitably short shelf life of about 4 to 8 months. To maintain freshness and good flavor, it must be consumed relatively quickly—it is fleeting by nature.

Leaf Selling Was Once the Standard

According to research on matcha, the transition from “leaf selling” to “powder selling” occurred in the early 1900s. Before that, when people wanted to enjoy matcha, consumers would buy tencha leaves at their local tea retailers and grind only the necessary amount themselves at home using a hand-operated stone mill. Even in the tea ceremony, tencha leaves were often purchased in leaf form.

In addition to households, retailers also owned stone mills, and some offered freshly ground matcha in-store. Considering the quality characteristics described above, “leaf selling” was a very rational method for enjoying delicious matcha. However, maintaining a stone mill required time, effort, and cost, so only a limited number of people used them.

Transition to Powder Selling

The shift from “leaf selling” to “powder selling” was brought about by various technological innovations related to matcha production and by the advancement of transportation infrastructure, which enabled the rapid delivery of goods to distant regions. These developments made it possible for tea manufacturers themselves to grind tencha leaves and provide matcha in its optimal form.

After World War II, the widespread use of refrigerators also contributed to this change, as matcha powder could then be stored for a reasonable period. While grinding tencha leaves oneself ensures freshness, it also produces inconsistent particle sizes and unstable quality. Moreover, the cost and labor required to own and operate a stone mill were substantial burdens.

Due to these circumstances, combined with progress in infrastructure and technology, the matcha industry shifted from the rationality of “leaf selling” to the practicality of “powder selling.”

Leaf Selling vs. Powder Selling

The table below compares the stone mills used today by tea manufacturers with the hand-operated mills used during the “leaf selling” era.

Hand-operated mills were smaller and lighter than modern ones, exerting less grinding pressure, which made it difficult to grind tencha leaves finely, resulting in coarser texture and less refined taste.

From a freshness standpoint alone, the leaf selling era may be considered more favorable. As mentioned in the section [Quality Characteristics of matcha], matcha particles are extremely fine, making rapid deterioration unavoidable. Therefore, the keys to enjoying delicious matcha are:

• Purchase in small quantities when needed
• Store unused portions in the refrigerator

At MATCHA DIRECT, we have developed a sales platform that combines:

• The freshness of the leaf selling era
• The stable quality of the powder selling era

All orders are processed on a ground-to-order basis. We complete production within just two to three business days after receiving an order and ship the freshly ground matcha by air to B2B and B2C customers worldwide.

In some cases, customers can receive freshly ground matcha within about one week from ordering.

While “leaf selling” and “powder selling” have historically been a trade-off, we take pride in offering both advantages simultaneously through MATCHA DIRECT.

The Ultimate Form Would Be Grinding in the Store, but…

If freshness is so essential to the value of matcha, it is easy to imagine that grinding matcha directly inside cafés would be the ultimate form. In fact, we also operate a store in Uji City and once explored the possibility of running a stone mill within the shop.

However, in practice, issues such as cleaning the stone mill and surrounding equipment, sanitary concerns about matcha powder dispersing in a food-handling environment, and the considerable effort and cost of operating the mill made it impractical.

Although some businesses currently perform in-store stone-milling, it appears difficult for them to meet all in-store demand, and such operations likely serve primarily marketing or promotional purposes.

Selling Tencha Leaves

At our Uji store, we also sell tencha leaves themselves.

This is not for customers to grind into matcha, but rather as a proposal for a new way of drinking tencha leaves directly as cold-brew tea.

Compared with sencha, cold-brewed tencha leaves offer a deepe umami and a distinctive toasty aroma, offering a unique enjoyment.

Because the tea leaves remain in leaf form rather than rolled like sencha, extraction occurs quickly—if placed in the refrigerator in the morning, it can be enjoyed by lunchtime. In the heat of summer, it becomes a refreshing and cooling beverage.

https://matchadirect.kyoto/blogs/matcha-insight/cultivation-method

https://matchadirect.kyoto/blogs/matcha-insight/part-2-harvesting-matcha-selecting-the-finest-leaves

https://matchadirect.kyoto/blogs/matcha-insight/part-3-processing-matcha-from-fresh-leaves-to-tencha

https://matchadirect.kyoto/blogs/matcha-insight/part-4-refining-matcha-the-finishing-of-tencha

https://matchadirect.kyoto/blogs/matcha-insight/part-6-grinding-matcha-from-tencha-to-fine-powder