For a long time, matcha has been sold the way wine once was — by the name of a place. Masakazu Sato's argument is that origin, while it matters, is no longer the most useful way to choose.
The wine world offers the better model: not a single hierarchy of regions, but a spectrum of characters, each suited to a different purpose. A matcha destined for a milk-based latte — standing up to oat milk and ice — is a different problem from a ceremonial bowl, and the best answer is rarely the same leaf.
Sourcing as design
This is why ARTERRA curates rather than simply supplies. The starting point is the product a café or brand is trying to make, and the tea is sourced and shaped to match it. Origin becomes one signal among many — flavour, texture, colour, price, consistency, and above all, fit.
The freedom to choose well
Freed from the assumption that one region is automatically best, a buyer can choose the tea that actually serves the drink. It is a more honest way to source, and a more creative one — and it is only possible with someone who knows the whole field well enough to guide the choice.