Japanese matcha,
selected for purpose.
Rooted in Japan. Based in New York.
静岡を原点に、日本の抹茶を世界へ。
VERDEA brings Japanese matcha into contemporary life
with quality, context, and intention.
01 VERDEA IS
A Japanese matcha
curation brand
connecting Japan with the world beyond it.
VERDEA was created from a Japanese perspective shaped by a culture where tea has long been part of everyday life
— not only as a drink, but as a way of welcoming, gathering, pausing, and paying attention.
Based in New York, VERDEA works directly with producers, tea makers, and trusted partners in Japan to curate matcha and bring it into new settings, while sharing the craftsmanship, culture, and context that surround it.
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We are interested not only in the matcha itself, but in what happens around it — how it is prepared, served, shared, and experienced.
Over time, VERDEA aims to strengthen the connection between what is cultivated in Japan and the evolving ways matcha is being discovered and used around the world.
Our purpose is not simply to sell matcha.
It is to carry Japanese matcha forward with context, integrity, and relevance.
02 WHY MATCHA, WHY NOW
A quiet ritual for modern life.
抹茶は、整える時間
Modern life moves quickly.
Constant stimulation.
Constant information.
Constant attention.
Matcha offers another rhythm.
A moment to prepare something with intention.
To notice.
To give attention to what is in front of you.
In Japan, tea has long been part of hospitality, discipline,attention, and the ordinary rhythm of life.
VERDEA brings that spirit into the present
— not as something that must be performed in one particular way,
but as an invitation to experience Japanese matcha with greater intention.
3｜LOOKING BEYOND THE LABEL
Quality is not defined
by labels alone.
Matcha is often introduced through simple markers
— “ceremonial grade,” “premium,”
a famous region, a harvest name, or a familiar brand.
Those markers can offer context.
But they are not the whole story.
At VERDEA, we look beyond a single label or hierarchy to understand matcha through its quality, character,background, preparation, and purpose.
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Matcha is shaped long before it reaches the cup — by where the tea was grown, how it was cultivated and processed, how it was finished or blended, the choices made by the people behind it, and the way those elements come together in taste, texture, aroma, and character.
And even an exceptional matcha does not exist in isolation.
How it is prepared matters.
Who it is being served to matters.
The setting matters.
The experience it is meant to create matters.
Because quality is not simply about being more expensive, more prestigious, or more intense.
It is about whether everything behind the matcha comes together with clarity, integrity, and intention.
04｜OUR STORY
VERDEA was born
from one question:
How can the beauty and integrity of Japan be shared with the world without losing their essence?
VERDEA was founded by Eriko Nishimoto, a Japanese entrepreneur based in New York whose background spans technology, global business, and cross-cultural collaboration
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Raised in Japan, tea was simply part of everyday life.
After moving to the United States, Eriko began to see familiar parts of Japanese culture from a different perspective — not simply as tradition, but as something shaped by meaning, craftsmanship, attention, and beauty.
At the same time, matcha was becoming increasingly visible beyond Japan.
More cafés were serving it.
More people were discovering it.
More businesses were finding new ways to bring it into food, hospitality, retail, and everyday life.
Yet as matcha traveled farther, much of the context behind it could easily disappear along the way.
VERDEA grew from that space between Japan and the world beyond it.
Its point of origin is Shizuoka, near Mt. Fuji, where encounters with tea fields, production, and the people behind Japanese tea helped shape the way VERDEA thinks about quality, sourcing, and what it means to carry a product across cultures.
What began there became a broader idea:
Japanese matcha should be able to travel without losing the context that gives it meaning.
05 OUR MATCHA EXPRESSION
Matcha selected by purpose,
not simply by rank.
VERDEA curates different matcha for different ways of preparing,
serving, and experiencing Japanese tea.
Some expressions form part of our core collection.
Others may come from a particular producer,region, season, or collaboration.
What connects them is not one origin or one hierarchy.
It is why each one was selected.
CORE COLLECTION
Smooth / Balanced / Versatile
balanced Japanese matcha with smooth character, clarity, and versatility.
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VERDEA’s balanced expression of smoothness, clarity, and versatility.
A Japanese matcha selected for its smooth character, vivid green color, and composed flavor, with the versatility to move naturally between everyday preparation and contemporary café service.
Signature is approachable yet refined — a matcha designed to be enjoyed often, and in different ways.
Rich / Deep / Umami-forward
A first-harvest
expression with depth, body, and lingering umami.
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VERDEA’s first-harvest expression of depth and umami.
A first-harvest matcha grown at one of the tea gardens closest to Mt. Fuji, where volcanic soil and pronounced day-to-night temperature shifts form part of the environment in which the tea is cultivated.
Reserve offers fuller body, natural richness, and a lingering finish — grounded, refined, and quietly powerful.
Vivid / Smooth / Refined
A vivid first-harvest expression with smooth texture and refined character.
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VERDEA’s vivid first-harvest expression of smoothness and refinement.
A first-harvest matcha selected for its bright green color, smooth texture, elegant character, and clean finish.
Premier is graceful and visually striking — an expression designed for a refined matcha experience with softness and presence.
BEYOND THE CORE COLLECTION
Producer & Origin Selections
Distinctive matcha
shaped by place, character, and story.
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Limited, seasonal, and collaborative selections allow VERDEA to introduce distinctive producers, regions, characters, and stories from across Japan.
These selections may appear through limited releases, tastings, retail collaborations, or special hospitality offerings.
Professional & Custom Applications
Matcha selected for culinary, beverage, retail, hospitality,
and custom professional applications.
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Different applications ask different things from matcha.
Color. Strength. Texture. Preparation. Format. Volume. Audience. Setting. Target cost.
For culinary, beverage, retail, gifting, hospitality, corporate wellness, cultural programs, and other professional uses, VERDEA offers matcha selection and sourcing by consultation.
Rather than forcing one matcha or format into every application, we help identify the matcha, presentation, and sourcing approach that best fit the intended use and experience.
06 EXPERIENCE VERDEA
Different ways to experience Japanese matcha.
VERDEA creates different entry points into Japanese matcha
— across hospitality, retail, corporate and collaborative experiences, and everyday life.
For cafés, restaurants, hotels, and hospitality programs seeking matcha selected for how it will be prepared, served, and experienced.
For retailers, boutiques, hospitality partners, and gifting programs looking to offer thoughtfully selected Japanese matcha.
Matcha experiences for companies, communities, hospitality partners, and selected collaborations — from cultural and wellness programs to private tastings and special projects.
Discover Japanese matcha for quiet preparation, everyday rituals, and selected home releases.
07 AUTHENTICITY & TRANSPARENCY
Trust should be visible.
本物は、背景に宿る。
At VERDEA, authenticity should not depend on image alone.
Some selections may come directly from producers.
Others may be created or selected through trusted tea makers,
blenders, or partners in Japan.
Different paths can create value.
What matters is clarity.
We do not need every matcha to tell the same story.
We want every matcha to have an honest one.
08｜LIFESTYLE
A ritual for everyday life.
In Japan, tea does not always announce itself as a ritual.
It can simply be there.
Served to a guest.
Shared after a meal.
Prepared in a quiet moment.
A small gesture of hospitality, attention, or care.
Matcha can belong to ceremony, but it does not have to remain there.
At VERDEA, we are interested in that space between tradition and everyday life
— where Japanese matcha can be respected
for where it comes from, while becoming personal to the person enjoying it.
Not a performance.
Not a rule.
A way of making an ordinary moment feel intentional.
抹茶は、整える時間
Follow VERDEA on Instagram
@verdea.nyc
09｜COMPANY INFORMATION
Company
VERDEA LLC
Founder
Eriko Nishimoto
Based in
VERDEA LLC
Business
Japanese matcha curation
Wholesale and retail
Business sourcing
Hospitality and retail collaborations
Contact
hello@verdea.nyc
Website
verdea.nyc
Instagram
@verdea.nyc
Japanese matcha,
carried forward with context.
静岡を原点に、日本の抹茶を世界へ。
VERDEA brings Japanese matcha into contemporary life
with quality, context, and intention.