Our story
Everyone deserves a great first cup.
How we found matcha, and why we started Matcha Bear.
How it started
That was the moment Matcha Bear was born.
We discovered matcha while travelling through Europe, where a close friend introduced us to authentic Japanese matcha. It quickly became part of our daily routine – not just because of its health benefits, but because we genuinely enjoyed it.
When we returned to Estonia, we wanted to continue that ritual. Instead, we struggled to find the same quality we had experienced abroad. Even many cafés served matcha that tasted bitter, overly sweet or simply didn’t reflect the incredible drink we had come to know.
We realised that for many people, this would become their first impression of matcha.
Our goal is simple: to give more people the opportunity to discover how enjoyable high-quality Japanese matcha can be.
The Matcha Bear standard
One standard, from harvest to cup.
Every Matcha Bear matcha follows the same uncompromising standards – from cultivation in Japan to the moment it reaches your cup.
Organic cultivation
All our matcha is certified organic, grown without synthetic pesticides or fertilisers. Organic farming maintains healthier soils, supports biodiversity and lets the plants develop naturally.
Grown in Kagoshima, Japan
Rich volcanic soils, abundant sunshine and a mild climate create ideal conditions for vibrant green tea with natural sweetness, balanced umami and exceptional aroma.
Freshly milled
Matcha begins to lose its freshness the moment the leaves are ground. Ours is milled close to shipment, reducing the time between milling and your first cup.
Protected for freshness
Packed straight after milling using nitrogen flushing and oxygen-controlled packaging, so the vivid colour, delicate aroma and fresh flavour survive the journey from Japan.
More than matcha
We’re helping raise the standard of matcha culture.
At Matcha Bear we’re not just sourcing matcha from Japan. We work directly with Japanese producers, carefully select every matcha we offer, and spend just as much time educating cafés and customers as we do selling our products.
We believe everyone deserves the chance to experience good matcha before deciding whether it’s for them.
Because seeing someone taste high-quality matcha for the first time and say, “I didn’t know matcha could taste like this,” is still one of the most rewarding parts of what we do.
Meet the founders
Kati Karu and Rauno Haidla.
Two founders brought together by a shared vision of making exceptional Japanese matcha more accessible.
Kati Karu
Kati is the creative force behind the brand, shaping everything from our visual identity to the community we’re building. Her goal has always been to create more than a brand – a community that inspires people to slow down, be present and enjoy the ritual of matcha.
Rauno Haidla
Rauno is the driving force behind Matcha Bear’s partnerships and operations, working closely with Japanese producers and café partners while ensuring everything behind the scenes runs smoothly. He believes that lasting relationships, continuous improvement and a long-term mindset are the foundation of a great business.
Together, we’re committed to bringing thoughtfully sourced Japanese matcha, honest education and a genuine love for the craft to every cup.
Our philosophy
Great matcha shouldn’t be the exception. It should be the standard.
Our goal isn’t simply to sell more matcha. It is to make authentic Japanese matcha an enjoyable everyday ritual by raising the standard of matcha culture through quality, education and transparency – whether you’re preparing your very first bowl at home or serving hundreds of matcha lattes every day in your café.