How to Identify High-Quality Matcha: Why Colour, Freshness and Handling Matter
Why our Matcha Is Vibrant Green: The Science and Supply Chain Behind Quality
Many people believe that matcha quality comes down to origin, cultivar, or grade.
And yes — those factors are important.
But there is another factor that is often overlooked:
👉what happens after the matcha leaves Japan matters just as much as how it is grown
The vibrant green of More More Matcha is not by chance.
It is the result of both scientific understanding and a carefully controlled supply chain.
Why Matcha Is Vibrant Green (Chlorophyll Explained)
Matcha’s bright green colour comes primarily from chlorophyll, the natural pigment in tea leaves.
However, chlorophyll is delicate.
It can degrade due to:
- Oxygen (oxidation)
- Light (especially UV exposure)
- Heat
When this happens, matcha can gradually shift from:
👉 vibrant green → dull, yellowish or brownish tones
At the same time:
- Aroma fades
- Umami decreases
- Bitterness becomes more noticeable
👉 Even high-quality matcha can lose its quality depending on how it is handled after production.
How Oxidation Affects Matcha Colour and Taste
Among these factors, oxygen is one of the most critical.
The moment matcha is exposed to air, oxidation begins.
In addition:
👉 matcha is a very fine powder, meaning it has a large surface area
→ making it more vulnerable to oxidation
This is why controlling oxygen exposure is essential for preserving quality.
Why Packaging and Oxygen Control Matter
At More More Matcha, we do not treat matcha as just a product.
👉 We treat it as a time-sensitive and environment-sensitive material
With 14 years of experience in supply chain across food, manufacturing, and retail, we carefully design:
- Lead time (Japan → New Zealand)
- Temperature exposure
- Packaging structure
- Inventory turnover
👉 Our goal is simple:
to preserve matcha as close as possible to its freshly ground state
Invisible Detail #1: Oxygen Absorbers
To slow oxidation, we include:
👉 oxygen absorbers inside our packaging
This helps reduce the amount of oxygen present before opening.
While this is common practice within Japan, after speaking directly with our manufacturing partners, we learned that:
👉 many export products do not include them
Why?
- Additional cost
- Extra handling
- Lower efficiency
It is a small detail — 👉 but it plays a meaningful role in preserving freshness.
Invisible Detail #2: Packaging Timing
Another often overlooked factor is:
👉 when and where matcha is packed
In some cases, for cost or logistics reasons:
Matcha is shipped in bulk and repacked after arrival in New Zealand
This is a common approach in NZ.
However:
👉 during repacking, matcha is exposed to air which can accelerate oxidation
At More More Matcha, we prioritise:
👉 keeping matcha in its original packaging from Japan
This helps:
- minimise unnecessary air exposure
- maintain a fresher condition throughout the journey
Invisible Detail #3: Air Freight vs Sea Freight
Shipping method also matters.
During international transport, matcha may be exposed to:
- temperature fluctuations
- extended transit times
- varying environmental conditions
In general:
- sea freight takes longer and involves longer exposure to changing conditions
Whereas:
👉 air freight is faster and reduces environmental stress
At More More Matcha, we choose air freight to prioritise quality.
This allows us to:
- shorten lead time
- minimise exposure to heat and environmental variation
When shipments arrive, we receive them promptly and bring them indoors immediately.
While final handling by courier services is outside our direct control, we carefully manage every step up to dispatch.
Why Partnering with Producers in Japan Matters for Matcha Quality
Matcha begins to change the moment it is ground.
👉 This makes the time between grinding, packaging, and dispatch critical.
Our trusted partners in Japan:
- process matcha quickly
- package it carefully
- prepare it for export efficiently
Because of this:
👉 matcha leaves Japan in its best possible condition
How Shipping and Handling Affect Matcha Quality
Many brands focus on sourcing.
We do too.
But:
👉 what happens after sourcing is just as important
Even the highest-grade matcha can lose its quality depending on how it is handled during shipping and storage.
For us, quality does not end at origin.
👉 It continues through every step — from Japan to your cup in New Zealand.
Matcha is not only made.
👉 It is carefully maintained.
How to Keep Matcha Fresh at Home
Even with careful handling,
👉 what happens in your kitchen still matters
In New Zealand, depending on your area, tap water can be relatively hard (containing higher levels of minerals like calcium and magnesium).
This can:
- slightly dull the colour
- affect flavour balance
In addition:
👉 as matcha oxidises, bitterness can become more noticeable
So even high-quality matcha may not show its full character if preparation conditions are not ideal.
If you’d like to get the best colour and flavour:
👉 Read our guide:
How Water Affects Your Matcha in New Zealand
FAQ
Q1. Why does matcha change colour over time?
Because chlorophyll breaks down due to oxygen, light, and heat.
Q2. Why are oxygen absorbers important?
They reduce oxygen inside the package, slowing oxidation and preserving freshness.
Q3. What is the difference with repacked matcha?
Repacking can expose matcha to air, which may accelerate oxidation.
Q4. How should I store matcha at home?
Keep it sealed, away from light and heat, and consume it as soon as possible after opening.
About the Author
This article was written by the founder of More More Matcha, a Japanese-born supply chain professional with 14 years of experience across food, manufacturing, and retail.
If you’d like to experience vibrant green matcha at its best:
→ Discover our ceremonial grade matcha