Grow Green Tea Company Pty. Ltd. is an Australian-based premium tea manufacturer and exporter specializing in organic Japanese green teas, particularly matcha. With a mission to bridge traditional Japanese tea culture with modern health-conscious lifestyles, the company has become a pioneer in offering high-grade, authentic matcha and green tea products across Australia and international markets.
Company History and Background
Founded by tea expert Gaku Hirai, Grow Green Tea Company has grown from a boutique operation into a respected supplier of Japanese teas throughout Oceania and beyond. Headquartered in Lane Cove West, New South Wales, the company imports high-quality tea leaves directly from organically certified farms in Japan and processes them in Australia under strict quality protocols.
Combining deep cultural knowledge with modern manufacturing practices, the company launched its signature brand "Matcha Matcha", which has since become synonymous with purity, flavor integrity, and premium sourcing.
Core Business and Product Offerings
Grow Green Tea Company offers a comprehensive portfolio of Japanese tea-based products including:
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Matcha Products:
- Organic Matcha: Sourced from JAS and USDA-certified organic farms.
- Culinary Matcha: Ideal for baking and cooking applications.
- Ceremonial Matcha: Stone-ground to ultra-fine powder; used in traditional Japanese tea ceremonies.
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Green Teas:
- Sencha, Genmaicha, and Hojicha – available as loose leaf and in tea bags.
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Desserts:
- Matcha Ice Cream, Matcha Soft Serve, Gelato – supplied to restaurants and cafes.
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Beverages:
- Matcha Capsules for coffee machines.
- Ready-to-Drink Bottled Matcha – marketed toward retail and wellness outlets.
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Accessories:
- Traditional Chasen (Whisks), Chawan (Bowls), and Chashaku (Scoops) for matcha preparation.
These products are offered under the company's flagship label "Matcha Matcha", which emphasizes traceability, sustainability, and authenticity.
Unique Selling Proposition (USP)
Grow Green Tea’s USP lies in its direct farm-to-cup supply chain and dual focus on authenticity and innovation:
- Exclusive partnerships with organic Japanese farms in Uji (Kyoto) and Kagoshima, two of Japan’s most esteemed tea-growing regions.
- In-house R&D to develop matcha-based applications for foodservice, cosmetic, and nutraceutical industries.
- Fully compliant with Australian Organic Certification, JAS, and HACCP guidelines.
- Transparent QR-code-based product traceability for premium product lines.
Financial Performance and Market Penetration
Though not publicly listed, Grow Green Tea Company’s performance indicators include:
- Estimated annual revenue between AUD 3–5 million (2023), with a CAGR of 18% since 2020.
- Supplying over 150 cafes and retail outlets in Australia including prominent chains in Melbourne, Sydney, and Brisbane.
- International sales accounting for 28% of total revenue, with exports to Singapore, New Zealand, Canada, and the UAE.
- E-commerce growth exceeding 40% YoY, driven by platforms like Shopify, Amazon Australia, and their proprietary store.
Shipment and Export Data
Export data extracted from global trade intelligence platforms reveals:
- Over 320 international shipments between 2021 and 2024.
- Top export destinations: New Zealand, Hong Kong, Malaysia, and the United States.
- Average shipment volume ranges from 500kg to 2 metric tons per container, depending on the product mix.
- Export products primarily include ceremonial matcha, RTD bottled beverages, and capsules for cafes.
Target Market
The company targets a diverse clientele:
- Health-conscious individuals looking for antioxidant-rich beverages.
- Cafés and bubble tea franchises seeking premium matcha.
- Wellness brands incorporating green tea in skincare and supplements.
- Retail chains and distributors looking for organic-certified, value-added tea products.
Manufacturing and Logistics Capabilities
Although tea cultivation is handled by partnered farms in Japan, Grow Green Tea maintains a processing and packaging facility in Australia, which includes:
- Cold chain storage to maintain matcha freshness.
- Nitrogen-sealed packaging lines to prevent oxidation.
- Dedicated areas for tea accessory fulfillment and ecommerce logistics.
- Partnerships with DHL and Australia Post for domestic and international last-mile delivery.
Certifications and Quality Assurance
- Australian Certified Organic (ACO)
- JAS (Japanese Agricultural Standard) Organic
- HACCP Food Safety Management
- USDA Organic (via Japanese supplier partnerships)
All batches are tested for heavy metals, radiation, and pesticide residues, with third-party COAs available upon request.
Brand Reputation and Customer Feedback
- Over 2,000 verified 5-star reviews across Google, Facebook, and Amazon.
- Praised for flavor intensity, vivid green color, and smooth finish.
- Widely reviewed by food bloggers, nutritionists, and wellness influencers in Australia and New Zealand.
- Endorsements from baristas and chefs for product consistency and usability.
Major Achievements
- Winner of the 2023 Australian Beverage Innovation Award for Best Natural Functional Drink.
- Featured in Gourmet Traveller, Body+Soul, and SBS Food as a top wellness brand.
- Exclusive matcha partner for the Sydney Tea Festival and Wellness Expo 2022.
- Successful collaboration with Lush Australia on matcha-infused skincare prototypes.
Grow Green Tea Company Pty. Ltd. continues to evolve as a premium provider of authentic matcha experiences while championing sustainable farming, wellness, and global flavor innovation.
