New DTC Matcha Brand Emphasizes Origin and Farming Practice Muracha, a direct-to-consumer matcha brand, has launched with its inaugural offering: Yame No. 89, a first-harvest, single-cultivar matcha sourced from a family farm in Yame, Japan. The product name honors the 89-year-old farmer who has managed the family's fields since age 19 and remains active in farm operations. The brand was founded by sisters Megan Lore and Katie Roth. According to the founders, "'Ceremonial grade' is an unregulated marketing term, and Muracha holds a higher standard rooted in what actually matters: origin, cultivar, traceability, and farming techniques."
Product Details and Pricing Yame No. 89 undergoes shading in the weeks before harvest—a labor-intensive process that increases L-theanine content, the amino acid responsible for matcha's sustained energy, and chlorophyll levels, which produce the vibrant green color. The leaves are stone-milled in Japan to preserve flavor and freshness. Matcha is sold in 20-gram tins at $39 and 70-gram tins at $119. Muracha's debut collection also includes a hand-carved, Shin-style whisk and chashaku. Both one-time and subscription purchasing options are available exclusively through drinkmuracha.com.
Why It Matters
The matcha category has expanded significantly in North America, driven by sustained consumer interest in functional beverages and Japanese tea culture. Muracha's emphasis on verifiable sourcing and transparent farming practices reflects a broader operator and consumer shift toward traceable, ingredient-forward products in the premium tea segment.
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Written by FBM Publications Editors
