The journey of matcha from leaf to bowl involves careful cultivation, processing, and preparation. In today’s global market, that process is often overshadowed by trends and aesthetics. Jamie Shelnitz, through Aikenka Matcha, is working to ensure those whispers are heard. Her mission is to bring clarity to how matcha is sourced, placing provenance and transparency at the heart of every decision. By aligning with organic farms in Japan that honor tradition while embracing sustainable practices, Shelnitz is reshaping not only how matcha reaches consumers but also how they understand and value it.
A Mission Rooted in Provenance
When Jamie Shelnitz founded Aikenka Matcha in Vancouver, British Columbia, she set out to build more than a tea company. Her goal was to encourage people to see matcha in a new light by focusing on provenance, transparency and organic farming. From the outset, she emphasized direct relationships with Japanese farmers whose methods respect both the land and the cultural traditions of tea.
This dedication is demonstrated in how Aikenka sources their matcha. The company partners exclusively with farms certified organic under the Japanese Agricultural Standards (JAS) and maintains ECOCERT Canada certification, which requires annual audits to uphold the equivalency agreement between Canadian and Japanese organic standards. This process ensures that every product is traceable to its origins. In a global market where matcha is often treated as a commodity, Shelnitz positions Aikenka as a brand defined by sustainability and authenticity.
The Farms Behind the Tea
Shelnitz highlights that the farms she partners with do more than meet certification standards. In a market strained by global shortages and growing demand, Aikenka works with what she describes as some of the best organic farms in Japan. Several of these farms are single estate operations, with harvests hand-picked to preserve the integrity of the leaves.
One partner was the first farm in Japan to receive organic certification, reflecting a decades-long commitment to sustainability. The same farm employs tunnel shading, one of the rarest and most labor-intensive methods of cultivating matcha. Tall arched coverings create a shaded “tunnel” over the tea fields, forcing plants to produce higher levels of chlorophyll and L-theanine. This results in tender leaves, a vivid green color, and a flavor with very little bitterness. The tunnel also maintains humidity and moderates temperature, keeping the leaves soft and nutrient-dense. This method requires significant investment and constant care, and yields remain small. Because of these challenges, only a few farms in Japan use tunnel shading, making tunnel-shaded matcha among the most premium in the world.
These approaches allow Aikenka to showcase matcha at its most distinctive. For Shelnitz, the value lies in offering customers a direct connection to farms that combine heritage with innovation. Each tin shows choices made at the source, from cultivation to milling, and is meant to carry forward the story of how quality and care can coexist with sustainable farming.
Exploring the Nuances of Matcha
Shelnitz often compares matcha to wine. Just as vineyards across regions produce distinctive grapes, matcha varies widely depending on its origin, cultivation method, and processing. Many consumers entering the matcha market for the first time are unaware of these nuances. Aikenka positions itself as a guide for customers, helping them explore the complexity of taste, region, and method.
The company’s offerings display this approach through the single-estate matcha varieties that come with descriptions explaining how terroir, shading, and stone milling influence flavor. Pine Kits, presented in reusable pinewood boxes, provide all the tools needed to perform a mindful tea ritual.
To complement this, the brand also collaborates with local artists in Vancouver and British Columbia, creating one-of-a-kind, handmade ceramic accessories. These Canadian-made pieces enhance the tactile experience of preparing and enjoying matcha, connecting users to both the cultural tradition of tea and the craftsmanship of the local community. The goal is to cultivate curiosity and appreciation, giving customers the means to refine their tastes and deepen their connection to the drink.
Balancing Growth with Values
Building an organic supply chain has not been without obstacles. Global demand for matcha has surged, creating supply shortages and making it tempting for new brands to compromise on sourcing. For Shelnitz, the answer has been patience. She views patience as a virtue taught by tea itself.
This approach has already shown results. Aikenka surpassed its first $20,000 sales month earlier than expected, signaling a strong market appetite for transparent and ethical sourcing. Yet Shelnitz maintains that numbers alone cannot measure success. For her, each milestone reinforces that the brand can stay true to its values while carving out space in a competitive market dominated by larger, better-funded players.
A Vision for Sustainable Expansion
Shelnitz envisions Aikenka’s growth extending beyond its current offerings. Part of that vision includes developing the brand into a broader lifestyle presence, with products and experiences that complement the ritual of matcha. Expansion into the lifestyle space will not mean abandoning the company’s core. Instead, it is meant to amplify the experience of matcha, encouraging consumers to engage with it more thoughtfully.
For Shelnitz, expansion is not simply about adding products to the catalog. It represents a way to build a lasting identity in the market that reflects Aikenka’s values. Growth, in her view, should reinforce the company’s stance as a brand rooted in integrity, ensuring that scale strengthens rather than weakens its principles.
Redefining the Matcha Market
Aikenka Matcha invites consumers to see matcha differently. Instead of treating it as a passing wellness trend or colorful beverage, the brand presents matcha as a product shaped by place, careful cultivation, and thoughtful partnerships. Single-estate origins and farm-level practices are highlighted to show the care and attention that go into every leaf.
Through sharing the story behind each product, Aikenka gives customers insight into how their matcha is grown, harvested, and processed. This approach encourages a deeper appreciation for the drink, helping people understand its complexity and value. In doing so, Aikenka sets a standard for how modern matcha brands can educate, inspire, and engage consumers while honoring traditional practices.
