Why your matcha latte is about to get a lot more expensive
Japan's Kyoto region, a key producer of tencha (the base for matcha), experienced severe heatwaves last summer, resulting in weak yields during the recent April-May harvest.
The popularity of matcha has surged, with sales in the UK rising by 202 per cent in 2023, driven by social media trends and Japan's post-pandemic tourism boom.
Farmers are reporting reduced harvests, and importers are struggling to meet demand, with some cafes experiencing rapid stock depletion.
New US tariffs of 15 per cent on Japanese imports are anticipated to further increase matcha prices, despite concerns from distributors who argue the product should be exempt.
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