Why Ceremonial-Grade Matcha Is So Expensive | So Expensive Food | Business Insider

Summary

This video explores the meticulous process of producing ceremonial-grade matcha, highlighting the efforts of Jintaro, a sixth-generation matcha producer from Uji, Japan. The script delves into the importance of shading the plants, carefully handpicking leaves, steaming, drying, and the slow, traditional method of grinding the leaves with stone mills. It emphasizes the premium quality and rich flavor of ceremonial-grade matcha, in contrast to culinary-grade matcha. The growing global popularity of matcha, along with its labor-intensive production, makes this tea a rare and valuable luxury, steeped in tradition and craftsmanship.

Takeaways

• 😀 Matcha comes from carefully harvested tea leaves, with high-quality matcha made from the first, tender leaves that are richer in nutrients.
• 😀 The brighter the green of matcha, the smoother and more complex its flavor, with high-quality matcha being much more expensive than lower-quality alternatives.
• 😀 Ceremonial-grade matcha plays an essential role in Japanese tea ceremonies, while culinary-grade matcha is used in desserts and has a more bitter flavor when brewed as tea.
• 😀 The best matcha is grown under shaded conditions, with the shading process protecting the plants from excessive sunlight, which helps preserve flavor and enhances the vibrant green color.
• 😀 Jintaro, a sixth-generation matcha producer, uses traditional methods, including rice-straw panels for shading, which are rare among modern tea farmers.
• 😀 Ceremonial-grade matcha is harvested only once a year, while lower-grade matcha can be harvested multiple times a year, allowing for higher production yields.
• 😀 After harvesting, the leaves are steamed to preserve flavor and prevent oxidation, which would otherwise turn the leaves into black tea.
• 😀 The matcha leaves are dried using a 97-year-old furnace, giving them a unique roasted aroma.
• 😀 The matcha is traditionally ground with a hand-carved granite stone mill, which grinds the tea slowly to preserve nutrients and produce a fine, glossy powder.
• 😀 Despite its slow production process, the stone-milled matcha retains a higher level of antioxidants, catechins, and chlorophyll than other green teas.
• 😀 Matcha's global popularity is on the rise, with the market expected to surpass $5.5 billion by 2027, though much of this growth pertains to culinary-grade matcha rather than the more expensive ceremonial-grade variety.

Q & A

What makes ceremonial-grade matcha different from culinary-grade matcha?

Ceremonial-grade matcha is higher quality and made from the first leaves of the plant, which are rich in nutrients. It is shaded for longer to preserve flavor and color, resulting in a smoother, more complex taste. In contrast, culinary-grade matcha is typically more bitter and used for flavoring in desserts or drinks.

Why is matcha so expensive?

High-quality matcha is expensive because of the time-consuming, labor-intensive process required to grow, harvest, and process it. Factors like the shading of plants for weeks, careful hand-picking of leaves, and the slow grinding process contribute to its cost.

How does the shading process affect matcha?

Shading the plants prevents them from extensive sunlight exposure, which would cause bitterness in the leaves. The shading process helps preserve the vibrant green color and enhances the complex flavors, contributing to higher nutrient levels in the leaves.

What role do the first leaves of the matcha plant play in its quality?

The first leaves, or the young, tender leaves, have a higher concentration of nutrients, making them ideal for producing high-quality ceremonial-grade matcha. These leaves are more delicate and rich in antioxidants, leading to a smoother, richer flavor.

What is the significance of the traditional stone mill in matcha production?

The traditional stone mill is crucial for grinding ceremonial-grade matcha slowly and evenly. It preserves the nutrients and enhances the texture of the powder, producing a fine, glossy powder. The grinding process takes an hour for just 40 grams, ensuring a high-quality end product.

How does Jintaro's farming method differ from other tea farmers?

Jintaro uses rice-straw panels to shade his plants, a traditional method that takes double the recommended time. Most farmers today use plastic nets, which are more convenient. This extended shading period contributes to the high quality of Jintaro’s matcha.

What is the primary function of steaming the matcha leaves?

Steaming the leaves is essential to lock in flavor, preserve the bright green color, and prevent oxidation, which would turn the leaves into black tea. This step is critical for preserving the quality of the leaves.

How does the global market for matcha reflect its growing popularity?

The global matcha market has grown significantly, worth $3 billion in 2020 and expected to exceed $5.5 billion by 2027. This growth reflects the increasing popularity of matcha, especially outside Japan, and the demand for both ceremonial-grade and culinary-grade matcha.

Why do most matcha farms focus on culinary-grade matcha rather than ceremonial-grade?

Culinary-grade matcha is cheaper and faster to produce since it can be harvested multiple times a year and involves less labor-intensive methods. In contrast, ceremonial-grade matcha requires special care, including longer shading and single harvests, making it more expensive and less widely produced.

What does Jintaro do during the off-season, after the matcha leaves are harvested?

After the matcha leaves are harvested, Jintaro spends the fall pruning the trees, plowing, and fertilizing the soil. During winter, he also weaves rice straw to shade the plants in preparation for the next growing season.