Marketing Matcha

  • Tuesday, 06/12/2018: 10:00 AM - 11:10 AM
  • Room: S230
  • Session Number:  CS28


Matcha has taken center stage as superstar of the tea world, recognized as a superfood supplement, culinary ingredient, and even a lifestyle trend. With relatively little information recorded in English sources, marketers are both blessed and cursed: cursed by the paucity of information and blessed with the freedom this allows. The result has been a lot of "facts" floating around and “information” relying on consumer ignorance. Why should people really care about and consume matcha? What info is more hype than helpful? What IS matcha, anyway? We will cover the definition of matcha, grading, and science-backed health benefits, while dispelling promotion pitfalls and marketing-perpetuated myths.


I will use a slideshow presentation which will include images from my company's production, information on current industry and governmental viewpoints and debates, real world marketing examples taken from online and retail packaging (while not revealing specific brands/products), and graphs and figures from scientific literature. My presentation will be followed by Q&A.

Learning Objectives

Attendees will learn:
-What defines matcha and commonly accepted grades, and how to market your matcha as what it is
-Popular "facts" to avoid perpetuating
-Science-backed benefits to promote and what can be said while remaining inline with FDA regulations


Noli Ergas

Account Manager
Sugimoto America