Senior tea buyer sees ‘enormous’ price increase coming: ‘It’s going to be a bit of a tough ride for matcha devotees’

FortuneTuesday, September 16, 2025 at 12:13:18 PM
Senior tea buyer sees ‘enormous’ price increase coming: ‘It’s going to be a bit of a tough ride for matcha devotees’
Senior tea buyer Aaron Vick reports a significant price increase for Japanese matcha, with the highest-grade crop costing 75% more and lower grades expected to rise by 30% to 50%.
Editor’s Note: This price surge is concerning for matcha enthusiasts and businesses relying on this popular tea, indicating potential challenges in affordability and availability in the near future.
— Curated by the World Pulse Now AI Editorial System

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