Proudly serving NEKOHAMA matcha in our cafes!
Groundwork is now serving NEKOHAMA ceremonial grade matcha in our cafes.
Hope you enjoy our Q&A with Max Ando, founder of NEKOHAMA:
What inspired you to start a matcha company?
Nekohama was inspired by my family in Japan. I grew up spending summers at my family’s rice factory in Aichi, Japan (Nagoya), and always felt a calling to reconnect with my family’s homeland. Matcha has been a significant part of my wife’s and my life, with my mother having grown up with sado as a child. We began exploring ways to improve the taste of matcha through innovation and a modern approach. Our ritualistic approach to matcha brought us closer together, so when we decided to start the business, it was only fitting that we do it with my family.
What makes Nekohama different from other matcha brands?
We are a Japanese family-founded business, inspired by the Ando Okomeyasan from Nagoya. We’ve adopted the same focus on quality that my grandfather emphasized in his rice business, and we are committed to supporting the entire supply chain by creating premium matcha products. Our goal is to be the best stewards of Japanese culture and tea farmers.
How do you ensure the quality and authenticity of your matcha?
Nekohama products are created entirely by us. We don’t have a tea master directing our product; instead, at least one of our founders is in Japan every other month, overseeing production to ensure consistent quality. We grind fresh matcha, preserve it in freezers after production to prevent oxidation, and work with chefs at the highest level of fine dining to continuously push ourselves to deliver excellence.
What’s “A1 ceremonial grade matcha” and why is it special?
In the USA, the term “CEREMONIAL GRADE” has become popular, but it lacks any meaning, doesn’t guarantee quality, and can be misleading (as seen on Amazon). At Nekohama, we are redefining matcha through a modern lens. Our A1 designation signifies that we use the best raw materials and the most cutting-edge technology to create our products, we hope to inspire other brands to adopt the same measures as us to protect the industry and Japanese tea culture.
Is it important to use organic matcha?
In Japan, organic is not necessarily considered high-end or better; currently the best teas are often non-organic due to consumer preferences. While this may change, it’s important to note that Groundwork is focused on organic certification, so we generally avoid emphasizing this distinction.
We noticed Nekohama is in some fantastic cafes and coffee shops all over the world. How do you select retail partners or how do those relationships usually come about?
As a family business, we focus on working with the people behind the business and the brands we are fortunate to partner with. We seek out those who care about quality, deliver incredible experiences, and value long-term relationships. I met CEO Eddy Cola (Groundwork’s CEO and Co-Founder) at a Nekohama “Omakase Night" dining experience, we connected, and our friendship led to Nekohama and Groundwork coming together.
What’s your personal favorite way to enjoy matcha?
Matcha Espresso (1g of matcha, 3 to 4 oz of water, with a large cube of ice).
