By Hannah Habes, Founder & CEO
When I started Matchaful, I hoped to build a company that didn’t simply import tea from Japan, but strengthened our relationship with the people behind it. Our Farm-to-Whisk™ approach is rooted in that connection: knowing who grows our tea, understanding their practices, and sharing their work with you.
Hattori-san, our longtime farming partner in Shizuoka, Japan, is central to that vision. As Matchaful’s Chief Cultivation Expert, he brings his knowledge of organic tea cultivation to our team and helps deepen the connection between his fields and your cup.
A relationship rooted in the fields
Hattori-san has dedicated his life to preserving and advancing the craft of growing exceptional matcha while caring for the land for future generations.
Over the years, I’ve had the privilege of spending time alongside him in the fields of Shizuoka, witnessing the precision, patience, and humility his work requires. Every harvest has reminded me that great tea begins long before it reaches a whisk.
Those visits have also given me something beyond a deeper understanding of tea. Sharing meals with Hattori-san and his family, asking questions, and getting to know the people behind the farm has shaped how I think about Matchaful and the company we’re building.
He has become a trusted advisor, a teacher, and a friend.
What it means to be our Chief Cultivation Expert
In his role as Chief Cultivation Expert, Hattori-san helps guide the introduction of new cultivars and tea varieties to Matchaful. His expertise spans every stage of the process, from planting seedlings to harvesting and grinding techniques.
He also shares updates directly from the farm, giving our team and community a closer look at what’s happening in Shizuoka throughout the growing season. These insights help us tell a fuller story of our tea: the decisions, care, and years of work behind each harvest.
Growing together
For me, this relationship is an essential part of Farm-to-Whisk™. It allows us to keep learning from the source and bring that knowledge into everything we share, from the matcha in our cafés to the tea you prepare at home.
I hope you’ll come to know Hattori-san as both the farmer behind your matcha and one of the people helping shape Matchaful’s future. His experience, generosity, and care for the land continue to influence our work, and I’m grateful we get to keep building together.
