Our Journey from
Passion to Partnership
Judith Smit
November 2025
Pure Matcha Partners began with a simple belief that matcha deserves to be shared with the world as it truly is: pure, vibrant, and rooted in tradition.
Before we became a wholesale supper, we were matcha enthusiasts, struggling to find a product that delivered both authentic quality and reliable supply.
Too often, matcha sold abroad was a compromise being dull in colour, flat in taste, inconsistent in texture. We knew it could be better. So we went to the source.
Building Partnerships, Not Just Supply Chains
Our journey took us across Japan and China, from the misty hills of Uji to the volcanic soils of Kagoshima to South and East China, where we met family-run tea farms who’ve been cultivating matcha for generations. We learned their processes, their challenges, and their pride in maintaining the integrity of matcha.
We didn’t just want to buy their matcha. We wanted to build partnerships based on transparency, respect, and mutual growth. That philosophy became our name: Pure Matcha Partners.
Today, we work directly with trusted growers and producers, ensuring full traceability from leaf to package. Each harvest we source represents not only exceptional flavour and quality, but also the livelihoods and craftsmanship of the farmers behind it.
Pure Matcha Partners is SKAL-certified for organic import and FDA-registered for food safety to ensure that every product we deliver meets the highest international standards. These certifications reflect our commitment to not only quality, but also integrity, reliability, and peace of mind for our partners.
Too often, matcha sold abroad was a compromise being dull in colour, flat in taste, inconsistent in texture. We knew it could be better. So we went to the source.
Building Partnerships, Not Just Supply Chains
Our journey took us across Japan and China, from the misty hills of Uji to the volcanic soils of Kagoshima to South and East China, where we met family-run tea farms who’ve been cultivating matcha for generations. We learned their processes, their challenges, and their pride in maintaining the integrity of matcha.
We didn’t just want to buy their matcha. We wanted to build partnerships based on transparency, respect, and mutual growth. That philosophy became our name: Pure Matcha Partners.
Today, we work directly with trusted growers and producers, ensuring full traceability from leaf to package. Each harvest we source represents not only exceptional flavour and quality, but also the livelihoods and craftsmanship of the farmers behind it.
Pure Matcha Partners is SKAL-certified for organic import and FDA-registered for food safety to ensure that every product we deliver meets the highest international standards. These certifications reflect our commitment to not only quality, but also integrity, reliability, and peace of mind for our partners.
In Japan visiting farms - From Passion Project to Wholesale Vision
As demand for matcha grew globally, so did the need for consistency, scalability, and trust in the supply chain. That’s where our journey naturally evolved from passion project to purpose-driven brand.We realised cafés, wellness companies, food manufacturers, and retailers all wanted the same thing we did:authentic, high-quality matcha, reliable sourcing and documentation, and a partner who understands their business goals.
So we built Pure Matcha Partners to bridge that gap by bringing the best matcha to the world in a way that’s both sustainable and scalable.
As demand for matcha grew globally, so did the need for consistency, scalability, and trust in the supply chain. That’s where our journey naturally evolved from passion project to purpose-driven brand.We realised cafés, wellness companies, food manufacturers, and retailers all wanted the same thing we did:authentic, high-quality matcha, reliable sourcing and documentation, and a partner who understands their business goals.
So we built Pure Matcha Partners to bridge that gap by bringing the best matcha to the world in a way that’s both sustainable and scalable.
We aim to scale our matcha across all industries and thus empower brands that share our values, those who care about what goes into their products, and who see matcha not just as an ingredient, but as a story worth telling.
To be your trusted matcha partner, we’re focused on:
Sustainability: Supporting responsible farming and long-term relationships with our producers.
Education: Helping businesses understand grades, flavour profiles, and best uses for matcha.
Innovation: Developing blends and formats that meet the evolving needs of modern brands.
Community: Building bridges between farmers and global creators, from baristas, chefs, product developers, and entrepreneurs.
To be your trusted matcha partner, we’re focused on:
Sustainability: Supporting responsible farming and long-term relationships with our producers.
Education: Helping businesses understand grades, flavour profiles, and best uses for matcha.
Innovation: Developing blends and formats that meet the evolving needs of modern brands.
Community: Building bridges between farmers and global creators, from baristas, chefs, product developers, and entrepreneurs.
Meet the Founders
At the heart of Pure Matcha Partners are four passionate people united by a shared vision: to bring authentic matcha into the global B2B space with integrity, craftsmanship and purpose.
At the heart of Pure Matcha Partners are four passionate people united by a shared vision: to bring authentic matcha into the global B2B space with integrity, craftsmanship and purpose.
Wanjin Liu
Supply Chain, Strategy & Sourcing
Wanjin oversees our sourcing from trusted farms, working directly with producers to ensure quality, traceability and long-term relationships. Her deep connection with origins means we deliver matcha that aligns with our promise of authenticity.
Supply Chain, Strategy & Sourcing
Wanjin oversees our sourcing from trusted farms, working directly with producers to ensure quality, traceability and long-term relationships. Her deep connection with origins means we deliver matcha that aligns with our promise of authenticity.
Robbert‑Jan in ’t Veld
Sales, Strategy & Internationalisation
Robbert-Jan leads our global sales efforts and ensures that our strategic vision becomes tangible in international markets. His mission: to build and grow partnerships that amplify the reach and impact of premium matcha.
Sales, Strategy & Internationalisation
Robbert-Jan leads our global sales efforts and ensures that our strategic vision becomes tangible in international markets. His mission: to build and grow partnerships that amplify the reach and impact of premium matcha.
Leonard Rampen
Digital Strategy, Sales & Consulting
Leonard combines digital strategy with operational insight to support our clients, streamline processes and ensure that our systems scale effectively as our business and your needs grow.
Digital Strategy, Sales & Consulting
Leonard combines digital strategy with operational insight to support our clients, streamline processes and ensure that our systems scale effectively as our business and your needs grow.
Jasmijn Berting
Marketing, Branding & Communications
Jasmijn brings the brand to life through storytelling, design and brand experience. She shapes how Pure Matcha Partners is perceived and ensures our values, product story and mission resonate with our business clients.
Marketing, Branding & Communications
Jasmijn brings the brand to life through storytelling, design and brand experience. She shapes how Pure Matcha Partners is perceived and ensures our values, product story and mission resonate with our business clients.
Together, these four bring the synergy of sourcing, strategy, brand, and digital innovation. This makes Pure Matcha Partners more than a supplier: a true partner in matcha.
Where We Are Today
From our early beginnings to now, Pure Matcha Partners has grown into a trusted global supplier.
Our catalogue includes ceremonial, latte, and culinary grades, all traceable and tested for quality. We also offer hojicha and continually expand our assortment tailored to our partners’ needs.
But more than products, what we offer is partnership through real and efficient support, open communication, and a shared commitment to growing the matcha category together.
Looking Ahead
Our journey is still unfolding. As we continue to expand our network of farms and clients, our goal remains unchanged: to protect the authenticity of matcha while helping it thrive in new markets and industries.
We’re proud to be part of a movement that connects centuries of craftsmanship with today’s global demand for mindful and natural ingredients.If you share that vision, we’d love to partner with you.
Let’s grow something pure. Together.
From our early beginnings to now, Pure Matcha Partners has grown into a trusted global supplier.
Our catalogue includes ceremonial, latte, and culinary grades, all traceable and tested for quality. We also offer hojicha and continually expand our assortment tailored to our partners’ needs.
But more than products, what we offer is partnership through real and efficient support, open communication, and a shared commitment to growing the matcha category together.
Looking Ahead
Our journey is still unfolding. As we continue to expand our network of farms and clients, our goal remains unchanged: to protect the authenticity of matcha while helping it thrive in new markets and industries.
We’re proud to be part of a movement that connects centuries of craftsmanship with today’s global demand for mindful and natural ingredients.If you share that vision, we’d love to partner with you.
Let’s grow something pure. Together.
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