Gepubliceerd op: 03/09/2026
Matcha is making its way from coffee shops and social media to the kitchen cabinet. Fairtrade Original is capitalizing on this trend with an organic matcha from China. The bright green tea powder is now available exclusively at Albert Heijn and is intended for both traditional matcha tea and hot and iced lattes.
The brand calls the launch a first: it is said to be the first “fair trade matcha” on Dutch supermarket shelves. With this product, Fairtrade Original aims primarily to reach Gen Z and young millennials, without compromising its own commitment to fair trade.
“At Fairtrade Original, we love to surprise people with products that not only do good but, above all, are truly delicious,” says marketing manager Felice Uiterwijk. “Matcha fits perfectly into that. It’s a product that the younger generation loves. With this launch, we’re showing Gen Z and young millennials that fair trade food isn’t just a sustainable choice—it also aligns with today’s tastes, trends, and moments of self-care.”
The new matcha is made from 100% ground green tea and is certified organic. To produce it, young tea leaves are harvested, dried, and then finely ground. This process creates the distinctive bright green powder.
Fairtrade Original describes the matcha as “ceremonial grade,” a designation for matcha that is typically intended to be drunk plain with water. According to the brand, the flavor profile is smooth, creamy, and fresh, with a slight sweetness and plenty of umami. You can also use the powder to make a matcha latte, either hot or over ice.
Although matcha is strongly associated with Japan, this variety comes from China. The tea is produced in Liziping Village, a remote mountain community where steep trails and limited connections to the outside world make working and living difficult. The departure of young farmers also poses a challenge there.
Due to the growing international demand for organic matcha, local farmers decided to form a cooperative. According to Fairtrade Original, the region’s high altitude and natural conditions make it suitable for tea cultivation. Matcha sales are expected to provide the community with new economic opportunities.
Fairtrade Original’s organic matcha is now available exclusively at Albert Heijn.
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