The European matcha market is growing fast. Consumers are moving away from coffee, looking for cleaner energy, and increasingly able to tell the difference between ceremonial grade and the green powder that gets hidden behind oat milk and vanilla syrup. If you're a café owner, hotel F&B manager, health retailer, or building a private label brand — your customers notice quality now more than ever.
This guide covers everything you need to know about sourcing Japanese matcha and hojicha wholesale in Europe: what to look for, what to avoid, and how OuraMatcha works with B2B partners across the Netherlands and wider Europe.
Why Matcha Wholesale Demand Is Rising in Europe
Matcha has moved well past trend status. It's now a permanent fixture on café menus, hotel breakfast spreads, health food shelves, and wellness brand product lines. A few reasons why demand keeps growing:
- Coffee alternatives are mainstream. A significant portion of consumers actively look to reduce or replace coffee. Matcha — with its caffeine plus L-theanine combination — is the most credible alternative.
- Ceremonial grade is becoming the standard. Customers are more educated. They know culinary grade is for baking, not drinking. Cafés that serve ceremonial grade can charge more and build loyalty.
- Hojicha is emerging. The evening tea market is opening up. Roasted, low-caffeine hojicha powder is finding its place on menus alongside matcha — and most suppliers don't offer it yet.
What to Look for in a Matcha Wholesale Supplier
Not all matcha is equal. Here's what matters when evaluating a wholesale supplier for your business:
1. Single-estate sourcing
Blended matcha from multiple farms means inconsistent flavour batch to batch. Single-estate sourcing — like our Kagoshima lots — gives you a consistent product your team can learn to work with and your customers can trust.
2. Pesticide-free and lab-tested
If you're a café or retailer, your customers will ask. Having documentation that your matcha is pesticide-free and lab-tested every batch isn't just good practice — it's increasingly a commercial requirement, especially in health-focused retail.
3. First harvest ceremonial grade
Shade-grown, stone-ground, first harvest. These are the markers of true ceremonial grade matcha. If a supplier can't tell you which harvest their matcha comes from, assume it's not first harvest.
4. Proper packaging for freshness
Matcha oxidises quickly. Light-blocking, airtight pouches with nitrogen flushing preserve aroma and colour. This matters more for wholesale than retail — your stock may sit longer.
5. European logistics
Sourcing from Japan directly works for large orders, but for smaller wholesale accounts across Europe, having a supplier based in the Netherlands or with European warehousing means faster delivery, lower shipping costs, and easier compliance.
OuraMatcha Wholesale: Who We Work With
We supply premium Japanese matcha and hojicha to a range of B2B partners:
Cafés and coffee shops
Our ceremonial grade matcha performs beautifully in lattes, iced drinks, and straight usucha preparation. The naturally sweet, low-bitterness profile means your baristas can work without masking syrups — which your customers will appreciate. We offer:
- Bulk ceremonial matcha in larger format packaging
- Tasting samples before commitment
- Brew guides and training materials for your team
- Flexible minimum order quantities for independent cafés
Hotels and hospitality
For breakfast service, afternoon tea, wellness menus and minibar curation, we offer a curated selection of ceremonial matcha and hojicha that fits a premium positioning. Private label options available for hotels that want a branded product for their F&B program.
Health food stores and retailers
We work with independent health retailers and online shops looking to stock a premium, story-led matcha brand. Our retail packaging is designed to stand out on shelf and communicate quality at a glance. Consignment and sale-or-return arrangements available for new stockists.
Private label
Building your own matcha or hojicha brand? We offer private label production from our Kagoshima source material. You get the sourcing, quality testing and production handled — we put your branding on it. Minimum quantities apply. Suitable for:
- Wellness brands adding a matcha or tea line
- Supplement companies expanding into functional beverages
- Subscription box brands wanting an exclusive product
- Influencer brands and creator-led product launches
Hojicha Wholesale: The Untapped Opportunity
Most wholesale buyers focus entirely on matcha. Hojicha powder is a significant gap in the European market — and one of the better margin opportunities for cafés and retailers right now.
Roasted Japanese green tea milled into a fine powder, hojicha:
- Has a distinctly different flavour profile — toasty, caramel, round — that appeals to non-matcha drinkers
- Is lower in caffeine, making it ideal for afternoon and evening service
- Works beautifully as a latte, straight, or over ice
- Has almost no competition in the European wholesale market at ceremonial quality
If you're a café that currently serves matcha lattes, adding a hojicha latte is a straightforward menu expansion with minimal training and strong upsell potential.
Our Sourcing: Kagoshima, Japan
All OuraMatcha products are sourced from small farms in Kagoshima Prefecture — Japan's southernmost major tea-growing region, known for its volcanic soil and consistent growing conditions. We work with:
- Single-estate lots only — no blending across farms
- Organic farming practices — pesticide-free verified
- Stone-ground processing for ceremonial grade products
- Fresh-packed, light-blocking pouches to preserve quality from farm to cup
How to Apply for a Wholesale Account
Getting started is straightforward:
1. Contact us via our wholesale page or email us at info@ouramatcha.com
2. Tell us about your business — volume estimates, use case, and whether you're interested in matcha, hojicha, or both
3. Request samples — we send samples before any commitment so you can test the product in your specific preparation context
4. Agree terms — we work flexibly on minimum orders, pricing tiers and logistics depending on your volume and location
We work with businesses across the Netherlands, Belgium, Germany, France, and wider Europe.
Frequently Asked Questions
What is the minimum order for wholesale?
Minimum orders vary depending on the product and format. Contact us for current wholesale pricing tiers.
Do you offer private label with my branding?
Yes. We offer private label production with custom packaging. Minimum quantities apply. Get in touch to discuss your project.
Can I get samples before ordering?
Always. We send samples before any commercial commitment. You should taste and test the product in your own context before placing a wholesale order.
Do you supply organic certified matcha?
Our sourcing is pesticide-free and organically farmed. Certification documentation available on request.
What's the shelf life of wholesale matcha?
Unopened, in original sealed packaging: 12–18 months. Once opened, best used within 30–60 days for optimal colour and aroma.
Do you ship across Europe?
Yes. We ship to all EU countries and work with logistics partners to keep delivery times and costs manageable for wholesale accounts.
Interested in wholesale or private label? Visit our wholesale page or contact us directly at info@ouramatcha.com.