Every wholesale relationship starts the same way: a small bag of green powder arrives, and you have to decide whether it is worth building a menu around. Most buyers taste it once, make a latte, and move on. That is a missed opportunity. A sample is the cheapest moment you will ever have to check what you are buying — before the invoices, before the menu boards, before your customers start asking for it by name.
This guide is a practical checklist for that moment. It is not about which country makes better tea, and it is not about price trends. We have covered those elsewhere: our Japanese vs Chinese matcha guide explains the price gap, shading and how to use each origin, and our cultivar and harvest guide covers cultivars, flushes, blending and the questions to put on a spec sheet. Here we focus on something more hands-on: what you can see, smell, feel and read on a sample and its paperwork, and which warning signs in a product listing are worth a second look.
What "genuine" actually means
Before checking anything, it helps to be clear about what you are checking for. Genuine Japanese matcha comes down to three things:
- It is made from shade-grown tencha. The leaves are shaded before harvest, steamed, dried with stems and veins removed, and then milled into powder. Powder made from ordinary unshaded green tea is a different product.
- The origin is named. The country and growing region are stated clearly, not hidden behind a vague phrase.
- Nothing has been added. No colourants, no sweeteners, no starch or other fillers. The bag contains tea and only tea.
Some things people assume are signs of authenticity are not. Combining tencha from several growers and lots is a long-standing trade practice used to keep colour, flavour and supply consistent, and it is normal across the industry. Milling method is also a separate question; most matcha sold at scale is mechanically milled. Neither makes a matcha more or less real. Keep your checks focused on the three points above and you will avoid both false alarms and false comfort.
Before you open the bag: the listing and the label
A surprising amount can be learned before you taste anything. Start with the product listing, the bag label and anything the supplier sent with it.
- Is the origin specific? Look for a prefecture or recognised growing region — for example Uji, Shizuoka or Kagoshima — rather than a bare "product of Asia" or no origin at all. "Japanese-style" or "Japanese-inspired" describes a style, not an origin.
- What does the ingredient line say? For pure matcha it should be one ingredient: green tea (matcha). Any mention of sugar, milk powder, flavouring, colour, maltodextrin or starch means you are looking at a blend product or a mix, not straight matcha. That can be perfectly fine for some uses, but it should be priced and described as such.
- Are grade words explained? Terms such as "ceremonial" or "premium" have no universal legal definition. A good supplier will tell you what they mean by the grade — the intended use, the flush, the flavour profile — rather than relying on the word alone.
- Is there a lot number and a best-before date? Traceable lots are the basis of every quality conversation you will have later. A sample with no lot reference is hard to match to the product you eventually receive.
- Is the packaging fit for purpose? Matcha is sensitive to light, air, heat and moisture. A sealed, light-blocking bag is a basic sign that the supplier takes freshness seriously. For more on this, see our guide to storage, shelf life and freshness.
Red flags in a product listing
None of these prove a problem on their own, but each one is a reason to ask a follow-up question before ordering in volume.
- Vague or shifting origin. The origin is missing, changes between pages, or is described only with words like "authentic" or "traditional".
- A grade claim with no detail behind it. "Ceremonial grade" on a product that the supplier cannot describe beyond that label.
- A price that does not match the claim. Top-grade claims at a price far below what comparable products cost should prompt a question. Our 2026 market brief explains why supply has been tight.
- Photos that look too perfect. Heavily edited images with a uniform, glowing green can set expectations the real powder will not meet. Judge the sample, not the photo.
- No documents on request. A supplier who cannot share an ingredient statement, a lot reference or test documents for the lot you are buying.
- Unclear certification claims. An "organic" label without the name of the certification, or a claim that it is valid everywhere.
The sample checks: colour, aroma, texture, taste
You do not need a laboratory for a first assessment. You need good light, clean equipment, water at a sensible temperature, and a reference point — ideally the matcha you use now. Prepare both the same way and compare them side by side.
- Colour (dry). Spread a little powder on white paper in daylight. Genuine matcha ranges from a deep, natural green to a lighter, slightly yellow-green depending on grade and harvest; lower grades and later harvests tend to look more olive. What deserves a closer look is colour that seems unnatural for the grade claimed — a very bright, uniform shade on an inexpensive product, for example. Colour alone does not prove anything, so treat it as a prompt for questions rather than a verdict.
- Aroma. Open the bag and smell it straight away. Fresh matcha smells green and fresh, often with a sweet, vegetal or marine note. A dull, flat or hay-like smell can mean age or poor storage. A smell of anything that is not tea — sugar, vanilla, milk — means something has been added.
- Texture. Rub a pinch between your fingers. Matcha should feel very fine and smooth, close to talc. Noticeable grit or coarse particles suggest the powder is not what it claims to be, or has been poorly processed.
- Whisked, plain. Prepare it with water only — no milk, no sweetener. Look at how evenly it disperses, how it foams and whether sediment settles quickly. Foam varies with grade and technique, so compare against your reference rather than an ideal.
- Taste. Plain matcha should taste of tea: savoury umami, some natural bitterness and astringency in lower grades, and a clean finish. It should not taste sweet on its own. Unexpected sweetness in a product sold as pure matcha is a clear signal to check the ingredient list again.
- In your real drink. Finally, make the drink you will actually sell — a latte, a cold brew, a baked item. A culinary grade that performs well in milk may be the right choice even if it is not the best plain cup. For the economics of that decision, see our matcha latte cost and margin guide.
Write down what you find, along with the lot number. If you order later, repeat the same checks on the first delivery and compare. Consistency between sample and shipment is one of the most useful things you can measure.
The document checks
Sensory checks tell you a lot, but they cannot tell you everything. The second half of verification is paperwork, and a reliable supplier should be comfortable providing it.
- Ingredient statement. A written confirmation that the product is 100% green tea (matcha) with no added colour, sweetener or fillers.
- Origin statement. The country and region the tencha comes from, tied to the product or lot.
- Lot test documents. Test results relevant to your market — for example pesticide residues and other contaminants — that refer to the lot you are buying, not a general company brochure. Requirements differ by country, so tell your supplier where you sell.
- Certification documents, if claimed. If a product is sold as organic, ask for the certificate and confirm it is recognised in your market.
- Export paperwork. For cross-border orders, ask early what documents will travel with the shipment, so customs is not the first place you discover a gap.
One point worth understanding: a shipment clearing import inspection mainly tells you it met that market's safety rules. It does not by itself confirm the grade, the flavour or whether the product matches the description you were sold. That part of verification belongs to you and your supplier, which is why the sample and document checks matter.
A note on organic claims
"Organic" is one of the most loosely used words in matcha marketing. Japan's JAS organic certification is recognised through equivalency arrangements only in a defined set of markets: the United States, Canada, Taiwan, the United Kingdom, Switzerland and the EU. Outside those markets, a JAS organic label may not carry the same meaning, and other certifications may be needed. If organic matters to your customers, ask which certification applies, and whether it is valid where you sell. Our own JAS organic grade is not available at the moment; we would rather say so plainly than suggest otherwise.
How we approach this at Japanese Matcha Stand
We supply cafés, restaurants and retailers worldwide from our base in Yokohama, and we build our offer around the same three points this guide starts with. Our matcha is made from shade-grown tencha, with no added colourants or fillers. We name the origin and share it lot by lot, and we can help you check what you are buying: Lot test documents such as a COA are available on request. Arrangements differ by grower, and for some lots testing may be at the buyer's cost — we'll tell you upfront.
For export today we supply matcha from Uji, Shizuoka (first-flush, matcha-grade) and Kagoshima, from culinary to ceremonial grades, with lines prepared for the EU and lines for the US and Asia, so the tea can be matched to the requirements of your market. For celebrated origins where our export supply is still being confirmed, such as Yame, we will tell you so honestly.
Like most of the industry, we combine tencha from several growers and lots to keep colour, flavour and supply consistent from order to order. If you would like to understand how cultivar, harvest and blending shape a matcha, our cultivar and harvest guide goes into detail, and our wholesale buyer's guide to choosing matcha helps you match a grade to your menu.
Put it to the test
The best way to use this checklist is with a sample in hand. Tell us your market, your menu and roughly how much matcha you use, and we will suggest an origin and grade, send a 20g sample to compare side by side with what you use now, and share the origin details — with lot documents such as a COA on request.
Request samples or our price list at info@japanesematchastand.com. Check the colour, smell the bag, whisk it plain, read the paperwork — and choose the matcha that earns its place on your menu.
So glad I found Matcha.
日本語まとめ（Summary in Japanese）
この記事は、卸の買い手が「サンプルと書類で」抹茶を確かめるための実践チェックリストです。産地ごとの価格差・遮光・品種・合組（ブレンド）・仕様書の質問リストは、公開済みの「日本産と中国産の抹茶」「品種×茶期」の記事で解説しているので、ここでは手元でできる確認に絞りました。
本物の抹茶の根拠は3つ：①遮光栽培の碾茶（てんちゃ）から作られている ②産地（国・地域）を明示している ③着色料・甘味料・かさ増し剤を入れていない。複数の農家・ロットを組み合わせる合組や、機械挽きは業界で一般的な方法で、本物かどうかとは別の話です。
確認の流れ：①開ける前に、表示と商品ページを見る（産地が具体的か・原材料が「緑茶（抹茶）」だけか・グレードの意味を説明できるか・ロット番号と賞味期限・遮光の袋か）②商品ページの注意サイン（産地があいまい・中身の説明がないグレード表記・主張に合わない価格・作り込みすぎた写真・書類が出ない・有機の根拠が不明）③サンプルで確認（白い紙の上で色・開封直後の香り・指先の細かさ・お湯だけで点てた泡と沈殿・甘くないか・実際に出すドリンクで試す）。今使っている抹茶と並べて比べ、ロット番号と一緒に記録し、初回納品でも同じ確認をするのがおすすめです。④書類で確認（原材料・産地・ロットごとの検査書類・有機なら証明書・輸出書類）。輸入検査を通ったことは安全基準を満たした目安で、グレードや説明どおりかの確認は買い手と仕入れ先の仕事です。
有機（JAS）について：JAS有機の同等性が認められているのは米国・カナダ・台湾・英国・スイス・EUのみ。弊社の有機JASグレードは現在お取り扱いできません。
弊社（横浜）の対応：遮光栽培の碾茶・着色料／かさ増しなし・産地をロットごとに明示。COAなどの検査書類はご希望に応じてご用意します。茶農家によって対応が違い、検査費用がお客様負担になるロットもあります（事前にお知らせします）。輸出は宇治・静岡（一番茶・抹茶グレード）・鹿児島、EU向けとUS・アジア向けのラインをご用意。八女など輸出対応を確認中の産地は、正直にお伝えします。市場・メニュー・使用量を教えていただければ、産地とグレードをご提案し、20gサンプルをお送りします。サンプル・プライスリストのご請求は info@japanesematchastand.com まで。So glad I found Matcha.