We believe in
the power of pause — the power of botanicals — the power of creation — the power of nature — the power of a personal ritual — the power of community
What is Matchaful?
Matchaful is a female-founded purveyor of sustainable botanical nutrition that nourishes mind, body and spirit. Inspired by ancient Japanese principles, Matchaful’s intentional and creative menu seeks to nourish, restore and delight. We exist to ground you in the moment and empower you with every sip and bite.
While we’ve made our name in premium matcha, we’re known to explore beyond the classic matcha latte. Our creative lattes, elixirs and chef-crafted, plant-based snacks are made with the very best ingredients from all over the globe, with an emphasis on sustainable farming, single-origin sourcing, and organic practices, with no refined sugars in sight. Shop online or stop by our cafes on Manhattan’s bustling streets for a delicious moment of zen.
OUR SOURCING
Farm-to-Whisk™
We work directly with a sustainably-operated, fourth-generation Japanese tea farm in Shizuoka Prefecture — their matcha is shaded with solar panels that generate power for nearby towns. Their plants are grown without pesticides and fertilized using organic compost from the local community, maintaining a closed-loop system.
All single-origin matcha is ground-to-order and delivered within three months of grinding to prevent oxidation, and we have full supply chain transparency. Then, in our cafes, we whisk this fresh matcha into delectable lattes and treats for your enjoyment. This is what we mean when we say we respect the matcha from farm to whisk.™
The Matchaful Café
Featuring a menu of alchemic matcha lattes, elixirs, and plant-based creations, our Matchaful cafés offer the ultimate farm-to-whisk experience. Our seasonal menu is prepared fresh daily by in-house chefs. With wabi-sabi influenced interiors, the design of our cafés delivers a moment of zen amidst the bustle of city life.
From Our Customers
Amazing customer service + perfect matcha! - I'm a total matcha snob and this is by far the best brand out there! I love the ceremonial grade, it has the perfect flavor without a super bitter aftertaste like less high quality matcha. It's worth every penny!
I have purchased many Matcha brands in search for the rich taste that I have had at Japanese festivals, and Japanese shops. This matcha has been the best by far. I love sweet undertones, and I love matcha that stays a nice bright green and is super creamy. This is crazy good, and is the best matcha I have ever had, and will be my staple for quite some time.
I've been drinking this matcha for the past year, and it's my go-to brand. I like that they're organic and will answer any questions or concerns I have about radiation/lead etc. They really care about the quality and sourcing of the matcha. Thank you Matchaful!
Meet Our Founder
Hannah’s Story
Early in her career, Founder Hannah Habes worked for a consumer food and beverage company, and her eating habits mirrored the company lifestyle: fast, processed, and on-the-go. This way of eating began to catch up with her, and she developed digestive issues and hair loss. After meeting with doctors and nutritionists, it became clear that diet was the culprit. Wholesome, organic food would soon turn her health around.
A close friend had spent time in Japan and introduced Hannah to matcha — it was love at first sip. The energy Hannah got from sipping matcha was unlike anything she’d experienced before: alert, yet calm. As she explored the space more deeply, she found that most matcha companies offer little-to-no visibility into their matcha’s origins. The matcha was grown on a farm, sent to a distributor and typically blended with matcha from other farms, making it near-impossible to identify the original source.
Hannah had a vision to source high quality, organic matcha with a transparent supply chain and environmentally sustainable practices. She began importing matcha from Japan, taste-testing over 100 varieties. On an early trip to Japan, Hannah met a farmer whose sustainability practices were inspiring — tea leaves were shaded beneath solar panels that generated power for nearby towns. Additionally, he managed the entire process of making matcha in-house, never losing sight of the tea. This was the beginning of Matchaful’s single-origin line… and the genesis of all things Matchaful. Today, our supply chain is maintained with biannual trips to Japan and real relationships with suppliers of everything from vanilla to taro.
