The Matcha Green Tea Craze is upon us and it’s no longer just a hipster-driven development as a trip down the aisles of your local Costco will quickly confirm. And please understand that this is just the beginning because sales of Matcha and Matcha-based products are now predicted to grow by a further 25% a year until 2020.
Now a Beverly Hills-based bioscience corporation has launched a super quality Matcha Green Tea under the brand name Distinctly Organic. California Bioscience Inc, which has a Patent Pending for Matcha Green Tea derivatives, claims much of the Matcha being sold in the USA is of inferior quality and often laced with toxic chemicals including high concentrations of lead.
“The science behind the health benefits of Matcha is unassailable” says Product Development Manager, John Simons “but people will not be achieving these benefits by using some of the awful stuff that’s on sale here right now and in fact, they could actually be doing themselves harm. Tea plants grown in soil that is contaminated with lead will absorb it into the leaves and because you are consuming the entire leaf when you drink Matcha more lead may wind up in your cup; and of course the same is true of pesticides. That’s why we felt compelled to enter the market. At a conference the other day” he adds “Someone joked that we were now ‘grocers in lab coats’ but we remain convinced that we are doing the right thing”.
Distinctly Organic Matcha is sourced from carefully selected organic farms in rural Japan and is certified by OCIA who have the most stringent quality criteria of any organic certification organization in the world. After the United Nations report last week denouncing pesticides as having “catastrophic impacts on the environment, human health and society as a whole” it is very possible that the people at Distinctly Organic may well be onto something.
