Our tea farmers – trust, origin and the true soul of tea
In over 30 years of my business life, one thing has been confirmed time and again: trust is the foundation of every good relationship.
This applies to people as well as to products – and especially to tea.
That's why it was clear to us from the beginning: If we were to offer Japanese tea, we would only do so through direct contact with the people who grow it . No middlemen, no anonymous wholesale markets. Instead, we would rely on personal relationships that grow over the years.
How it all began – a gift with consequences
Our search for a good tea supplier in Japan was long and, frankly, quite frustrating. We didn't want just any tea. We wanted the real thing. Freshness, quality, respect for tradition.
And then the unexpected happened: A Zen friend who has lived in Japan for 15 years and started a family there sent me a package of tea. A thank you, with absolutely no ulterior motive.
When I tasted this Sencha , I knew: I have to bring it to Austria.
This is how our first partnership was born. Today, we work with several farmers—people we know personally, who show us their fields, explain their teas, and work with us to pass on Japanese tea culture at the highest level.
Unknown regions – deep roots
Our farmers don't come from Japan's well-known names , which often represent mass-produced goods. Instead, they come from regions that are hardly known here – but are often considered true insider tips in Japan.
Old masters of the tea art live and work here, some for generations, some with fresh ideas and new energy.
A few that are particularly close to our hearts:
Mrs. Matsuura-san from Matsue – a true organic pioneer with enthusiasm and her own spring on her property. Everything from compost to the finished leaf is under her control, and she practices Buddhism like us at Sotoshu Shumucho, Japan's largest Zen school.
Mr. Takeda-san from Tsuchiyama is the head of a young cooperative with 29 farmers, each with an average age of just 35. This is unusual in a country like Japan, which is experiencing significant demographic change.
Mr. Maneo-san from Koka is a multi-award-winning tea master who takes a more innovative approach to tradition. For example, with cold brew teas, which are served by the glass like fine wines to enhance their delicate aromas.
Rethinking tradition with respect
For us , “rethinking tradition” means not betraying it.
Matcha from a tube, carelessly blended, quickly sold – that has nothing to do with the more than 1,200 years of tea craftsmanship in Japan. That's not progress; it's disrespectful.
Our partners, on the other hand, are breaking new ground without cutting their roots .
Exclusive. Personal. Fresh.
All our farmers work exclusively with us – because they know that we treat their tea with the care and respect it deserves.
As a wholesale partner, we represent them in Austria, Germany, and beyond – and our customers appreciate it: genuine quality, directly from the source.
Awaken Joy – that is our attitude here too:
To awaken joy through real relationships, honest products and the deep connection to something original