Several customers have asked how the current matcha shortage is affecting Kettl personally, and what steps we’re taking to address both the limited availability and the growing demand. While we’re fortunate to have a reliable supply from our trusted partners, by mid-2024 it became clear that demand was beginning to outpace what we could sustainably source. Because quality is at the heart of everything we do, we’re not interested in chasing volume for its own sake. Quality matters—and the moment you start compromising or convincing yourself otherwise, it’s game over.
Our approach starts with open dialogue—both with our producer partners and with our customers. Clear communication and precise forecasting of our growth help our tea makers prepare as they head into harvest season. That allows them to allocate inventory appropriately and provide us with realistic expectations on what can be made available.
In some cases, we’ve begun developing new products using tencha selected at auction. This year, for example, we’re collaborating with a tea blender in Uji to create a matcha that showcases a different side of the region—one that trades oceanic flavors for nutty, chocolatey notes. Working with producers who are open to collaboration and innovation has been incredibly rewarding. Our goal is never to impose our vision, but rather to create meaningful products together—ones that feel exciting and true to both our standards and theirs.
So, what about the impact of the shortage on our customers? This has perhaps been the most difficult part of the equation. It’s never easy to be sold out, to limit stock, or to remove beloved products from our wholesale catalog. But sometimes, these hard decisions are necessary to preserve the quality of the experience we offer.
Earlier this year, we made the difficult call to remove Hukuju Matcha from our online store. It’s now available exclusively in our retail shops. Why? Hukuju has become a foundational product with something of a cult following—selling out online, in stores, and through subscriptions. As a latte-focused matcha that is stone milled, its production is slow and labor-intensive. We didn’t want to place undue pressure on the producer, especially after they made it clear that increasing output wasn’t possible.
Because Hukuju is a key part of our café offerings, we felt it belonged there. This also allows new customers to experience it in a latte firsthand and, if they love it, take a bag home. To balance this shift, we introduced a new retail product online—Uji Homare. After gaining popularity in our wholesale catalog in 2024, Uji Homare is now available exclusively online, and the response has been overwhelmingly positive.
We’re also exploring subscriptions as a way to create a better, more reliable experience for our customers. As of today, Soukou and Suiteki Matcha will be available online exclusively through subscriptions. Why? As our business has grown—across online, retail, and wholesale channels—it’s become increasingly difficult to accurately forecast demand, often resulting in frustrating stockouts. By offering these teas through subscription, we can prioritize the people who love them most and ensure they receive them consistently each month.
Both Soukou and Suiteki will remain available in our retail shops for now. I’ll be heading to Japan next month to explore potential new offerings that could fill the gap in our à la carte lineup.
All of this might sound a bit complex, but it comes from a deep desire to create the best possible experience in the face of limited supply. We understand that some customers may feel disappointed or left out if they can’t purchase certain teas in the ways they’re used to—but please know, every decision we make is in service of connecting more people with the teas they love, as thoughtfully and sustainably as we can.
Thanks for reading - Zach
