Accessing
Optimal Cultivation Environments and Consumer Markets
While continuing “unchanging agriculture” with dedication may allow one to master the craft, it also carries the risk of falling behind as surrounding conditions evolve. Climate change, which we experience year after year, has now become a well-recognized threat to agriculture.
It is essential to continually experiment and assess what actions to take and what effects they will have. At our company, we enhance data analysis based on field measurements and their results, aiming for even higher quality and yield. This approach helps us adapt to changing conditions while optimizing agricultural practices.
Assesing the Consumer Market
From the European intellectuals who enjoy the traditional Japanese tea ceremony, to early adopters in the West who are embracing Matcha’s health benefits and mindfulness, to the health-conscious, social media-savvy Generation Z, and everyday consumers enjoying Matcha lattes at cafes—the Matcha market has evolved.
About 10 years ago, Matcha was considered an intimidating drink for many people outside of Japan. Today, it has established itself as a popular, everyday beverage with a steadily expanding market. Both the composition and scale of the consumer market have changed over time.
The market will undoubtedly continue to evolve. We will stay attuned to these shifts and respond with agility, building a sustainable Japanese tea business that thrives in the face of these ongoing changes.