⚠️ Even though the photo above shows the 2018 pouch, if you view this message, it means that all orders sent are indeed Tokuya natural matcha Samidori 2018, freshly ground and stored in a cool place in our warehouse.

History and interview with farmer Tokuya-san

Click on the play button below to start the video (6 min).

During my trips to Japan in 2018 and 2019, I met several farmers who explained to me how they produce natural matcha.

As with natural wine, the aim is to produce a product that is the purest expression of the terroir and cultivar in order to achieve the original, natural taste of matcha.

No inputs, no herbicides, pesticides, fertilizers, or other synthetic products. The tea plants are cultivated to produce a taste reminiscent of the samurai era.

Today I am very happy to introduce you to the first producer to launch the new collection of natural matcha: Tokuya-san.

Let me introduce you to his work, Tokuya-san's natural matcha tea.

This is a vintage matcha that comes from the fields of Tokuya-san in the Kamo terroir ("single origin").

It is made from a single cultivar, unlike our organic premium matcha, which is a blend. This cultivar is called zairai.

The quality of its matcha refines and improves with time, and each vintage is delicious!

I look forward to hearing about your experience and will share the community's reviews on his new creation with Tokuya-san.

Enjoy the tasting!

Thank you for being part of the community! 🙏💚🍵

Above: part of the Kamo terroir

The distinctive feature of a "zairai" cultivar

Click on the play button below to start the video (1 min 30 sec).

The native zairai cultivar is a plant that was planted and then reproduced naturally: that is, the flowering and fertilization of the flowers are done with the help of pollinating insects such as bees, and then the seed grew to form a new plant.

Most other farmers prefer more uniform and well-known cultivars such as Saemidori, Uji-Hikari, Samidori, Yabukita, etc. These are plants that are "cloned" (using various techniques such as cuttings) so that the entire field is composed of the same genetic heritage.

In contrast, in a native zairai field like Tokuya-san's, each plant is genetically unique because it is the result of natural reproduction. Each plant is its own unique cultivar. A native zairai field is therefore like a large natural blend of hundreds of unique plants.

Tokuya-san loves this native zairai cultivar because it is very resistant to the elements and insects while still tasting great.

Why Tokuya-san switched to natural farming

Tokuya-san, like all farmers who go against the grain of conventional agriculture (using pesticides and chemical fertilizers), has a powerful story and vision that he shares with us in this bonus video:

Click on the play button below to start the video (11 min).

In this video, he talks about:

• the symptoms he suffered from until he switched completely to natural farming in 2013
• how he managed the transition
• her message to the Kumiko Matcha community
• his relationship with other farmers

The role of weeds for Tokuya-san

Click on the play button below to launch the video (1 min).

Without products to exterminate "weeds" in a natural field, they proliferate. In this video, here's what Tokuya-san thinks about it.

The size of tea plants according to Tokuya-san

Tokuya-san told me about an experiment he launched last fall that will further reduce the quantities he produces in favor of quality.

I'm telling you this story so you can view Tokuya-san as a special and amazing farmer.

So he decided to size the sides of his natural tea plants:

He is experimenting with this for three reasons:

1. This will make the central "trunk" of the tea plant stronger as it will grow thicker.
2. Air circulation is improved between the branches,
3. The sun can reach much further into the ground between the rows of tea plants, which encourages the growth of grasses, or what some might call "weeds." Tokuya-san explains that this enriches and strengthens the soil and improves its quality.

The only "disadvantage" is that pruning the sides of the plants reduces the quantity of the harvest, meaning that even less tea will be produced (the natural Zairai tea plantation is already limited in size), in favor of superior quality and originality.

According to him, it's a pursuit that interests and motivates him, which is why he does it. I love it! That's the kind of thing that separates a good quality matcha from an original, excellent quality matcha: Tokuya-san's vision, originality, and passion.

Tasting

• This natural matcha is comparable to natural wine: more artisanal, more tannic, with a little more character. At the right dosage of 1g per matcha bowl, it is not bitter or may be very slightly so.
• I consider it to be in a category of its own, as it is not part of the "super umami" trend.
• There is a mineral universe followed by a sweetness. This matcha has a lot of flavor, I particularly like it. I would say it is as pleasant as the organic premium matcha, while being in another category.
• If you already drink matcha tea, I recommend Tokuya-san's natural matcha to enrich your palate and try something new and special: the taste of matcha as close as possible to what it was 500 years ago...

Preparation tips

• Hot preparation: use 1g for 80mL of water at 60-70°C, use a bamboo matcha whisk to mix and create a fine froth.
• Experiment with the measurements to find the dosage you like best! I recommend starting with a small dose, then increasing to slightly stronger doses until you find the balance that suits you, with a creamy and delicious matcha that is not too bitter for you.

Summary

• Tokuya Reserve Samidori 2018 Natural Matcha
• 2018 harvest refined then ground in December 2024 and stored in a cool place in our warehouse.
• Kamo terroir ("single origin")
• Native Zairai cultivar ("single cultivar") - plants reproduced naturally through pollination and their seeds
• Limited availability

• Net weight: 30g (serving size: 1g)
• Ideally stored in the refrigerator.
• Best before: 01.2026

Legal information

Price per kilo: €1,300
Price per kilo for a bundle of 3 pouches: €1,166
Price per kilo, bundle of 6 pouches: €1,100

Letter on Tokuya-san's price philosophy

Tokuya-san wrote me a letter about the price of the matcha he offers us, and I found his vision inspiring, so I transcribed it to share it here...

My tea is not "cheap." But price is not its selling point. Of course, I know that a lower-end tea will be chosen more easily.

At the beginning of my project, some customers found it expensive. But producing this natural matcha tea takes a lot of time. And I produce small quantities. So I haven't changed my price.

Now many customers want my tea. The reasons are the taste, my story, that they appreciate tea, and that they appreciate me personally. It's not a question of price. It took me a long time, but it's not impossible.

When I tried to stop using agricultural products and even fertilizers, many people told me it was impossible.

When I got divorced and was awarded custody of my two children (my daughter is a 1-year-old baby), many people told me that it was impossible to take care of two children and work in my fields.

When I started selling my tea directly (without going through a large distributor), many people told me it was impossible.

But I tried. There's nothing else to do [qu'essayer]. And I'm still trying.

I think an important thing in my life is fun.

I think you might feel the same way.

I find it exciting to try to do what people say is impossible.

"It's too expensive, it's impossible to sell..." maybe it will be super fun! Because that means no one else is doing it. If you're OK with it, I want to try it with you.

I don't like super high prices that make no sense.

But I don't think this price is that high. It's a fair price.

At first, some people will say it's too expensive.

And there are people who will find what you do and your idea fun.