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Matcha is 100% natural green tea leaves which have been carefully ground down to form a fine powder.

It has been drunk in Japan as part of the tea ceremony for almost 900 years, and is used by Buddhist monks to keep them alert, awake and focused during long days of meditation.

Until recently, virtually all matcha has been consumed within Japan, where it's particularly popular among students who are cramming for exams. But it’s now gaining popularity in the US, UK and Australia too and it can be found in cafes, health food shops and smoothie bars.

We like to think of matcha as a sort of superhero amongst teas, as it’s super-concentrated and packed full of the goodness we need to help keep us looking and feeling happy and healthy.

The tea leaves are grown under cover for the last two weeks of cultivation to produce lots of chlorophyll (the bright green good stuff).

  • Super high in catechins antioxidant (137 X that of regular green tea)
  • One serving of Herbal Tea Direct Matcha is equivalent to 10 glasses of regular green tea
  • Raises energy levels, boosts metabolism, improves focus and clarity

They are then dried and slowly ground between two granite rocks to a very fine powder. This is then packed immediately vacuum sealer to lock in all the nutrients.

What makes Herbal Tea Direct Matcha so good?

There are lots of different types of green tea powders on the market, but not all of them have been harvested and produced in the same way or as fresh.

The tea itself

  • HTD matcha grades:  Matcha can be produced in different grades - We offer our regular grade, premium and ceremonial top notch matcha grade.
  • Only the leaf is used: Some types of matcha contain the stems and veins, which can dilute the nutritional value and leave it tasting bitter. Our matcha has had the stems and veins rigorously removed -  we like to stick to our guns when it comes to quality and flavour.

How it is produced

  • Fresh: HTD matcha is freshly milled to order. Old matcha becomes dull and lifeless losing it's nutrients. We recommend consuming within 190 days. Most matcha on the market is older than this.
  • Careful hand-picking: picked by hand by skilled workers ensures that only the young leaves and buds are used; this keeps the quality of matcha consistent.
  • Granite stone grinding: HTD matcha is ground in the traditional method using granite stones in a controlled environment, to prevent nutrient loss. Some matchas use air pulverisation methods to grind it down, but all that friction can cause loss of nutrients.
  • Laboratory tested: HTD matcha is put through lab testing to make sure it is perfect. We test everything from the particle size to the levels of nutrients, amino acids and catechins – so you know you're getting a great cup every time.

Herbal Tea Direct, with nature in every sip!

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Comment by Rick Williams on March 7, 2015 at 22:59

Not a problem, farmers will hopefully overcome this problem but It’s all about taste. Organic matcha simply doesn’t produce enough amino acids/umami to meet quality standards.

It has to do with how tencha (the tea leaves used to make matcha) is grown, tencha spends most of its life in shade so that the amino acid content of the plant can develop and remain intact when harvested. If it gets sunlight, those coveted amino acids that we’re after get converted, via photosynthesis, into catechins, a process that changes the taste from sweet and brothy to bitter and unpleasant.

The dilemma becomes: if a plant can’t get energy to grow from sunlight, from where does it get its energy? In matcha’s case, it gets its energy from fertilizers. It needs this added energy, since it’s not getting it from sunlight. And the bitter truth (so to speak) is that organic tea fields using organic fertilizers can’t, at least by today’s technologies and standards, give it enough energy to grow with maximum amino acid structure. It just doesn’t deliver enough nitrogen for the plant to develop complex amino acids. They are getting better over the last few years.

Tencha can, and does, grow using organic methods, but the resulting matcha tastes weak, flat, and, often, bitter. It tends not to have much, if any, umami.

Very high-quality natural fertilizers (mostly fish meal) is used, but they are not certified organic. The plant needs this added energy, since it’s not getting it from sunlight. Needless to say, we would promote organic matcha in a heartbeat if and when it becomes clear that new organic technologies are beginning to deliver superior matcha.

So this is why purely organic matcha grown only with organic fertilizers is actually inferior to conventionally grown matcha: purely organic fertilizers simply don’t have enough stored energy to create these ethereal, umami-packed, new-growth leaves in the absence of sunlight.

Comment by Elaine de Saxe on March 7, 2015 at 22:03

A quaint explanation in contravention to what I understand the role photosynthesis plays in plant growth.

Thanks anyway.

Comment by Rick Williams on March 7, 2015 at 21:54

Hi, we have both natural and JAS certified organic Matcha. Currently we only supply organic to wholesale customers you have registered certified in Australia as it's a costly process, retail online we have natural as most of our customers rather natural grown in particular our Japanese customers.

Organic matcha powder does not have the vibrant green colour that a high grade non organic matcha can have, and are often yellow in colour and not as sweet to taste. This is due to the fertilizers used as the tea leaves are shade grown. As matcha doesn't get it's energy from the sun, it is given extra fertilizer to produce the high levels of chlorophyll, that enhances the natural sweetness, and gives matcha it's incredible jade green colour. Certified organic fertilizers don't provide enough energy and nutrients that a non organic fertilizer can provide. We only provide the best tasting, most vibrantly green matcha powder available on the market to our retail customers as used in Japan. Sadly organic matcha does not meet these standards. If you do however have organic requirements please feel free to contact us as we have stock available with custom packaging.

Comment by Elaine de Saxe on March 7, 2015 at 19:54

Not yet found if it is conventional or organic.

Comment by Rick Williams on March 7, 2015 at 18:39

Hi Lissa, it's a quarter compared to Coffee about 3 to 4% however it is different to Coffee and much better. Coffee starts off with a blast and ends in a crash which causes a spike in glucose and insulin levels unlike Matcha which has a quarter of the caffeine and creates a calmness with no spikes or crashes.

The L-theanine slows the body's absorption and lasts 3 to 6 hours without a crash. It is also better for your breath, teeth, skin and health :-) super high in antioxidants EGCG only found in Green Tea.

More information can be found here

Comment by Lissa on March 5, 2015 at 7:22

What's the caffeine content like compared with regular black tea and coffee? Sounds like it could be quite high.

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