Matcha powder in a bowl with a bamboo whisk – private label matcha in bulk

Private label matcha: from bulk organic matcha to your own brand

Short answer: to launch private label matcha, you buy organic matcha in bulk, pack it in your own packaging and sell it under your own brand. GOA Supply supplies three organic grades for this: classic, premium and ceremonial, in 10, 50 and 100 kg. As the brand owner you choose the grade, the packaging and the label, and you are responsible for the label information, any claims and, if you sell matcha as organic, the organic certification of your own packing step.

What is private label matcha?

Matcha is green tea made from shade-grown leaves of Camellia sinensis, ground into a fine powder. With private label matcha, a supplier delivers the powder in bulk and you take care of everything that carries your name: the retail pack, the label, the price and the sales channel. It is a common route for tea brands, cafés with a retail line, webshops and food brands.

The grade names are trade terms, not legal categories. Our matcha grades guide for wholesale buyers explains how they differ; this article covers the steps from bulk powder to your own branded product.

Which matcha grades can you sell under your own brand?

All three grades are available as bulk powder for private label. The table below summarises them, based on our product data.

Grade Description Order quantities Typical private label product
Organic matcha, classic grade Finely ground green tea from shade-grown leaves; bright green, fresh and slightly sweet taste 10, 50 or 100 kg Latte and smoothie matcha, baking matcha, matcha for food production
Organic premium matcha Young, shade-grown leaves of Camellia sinensis; rich green, balanced taste; between culinary and ceremonial grade 10, 50 or 100 kg One matcha for both drinking and lattes; a CoA can be downloaded on the product page
Organic ceremonial matcha Young, shade-grown leaves, slowly stone-ground into a very fine powder; vivid green, smooth and mild taste 10, 50 or 100 kg Matcha for traditional preparation with water, specialist tea retail

Because all three grades come in the same quantities, you can request several grades in one quote.

How do you choose the right grade for your brand?

Start from how your customer will use the matcha.

  • Latte and baking brands: classic matcha keeps its colour and flavour in milk, sugar and dough, and keeps the cost per serving under control.
  • Drinking matcha for retail: premium matcha works both whisked with water and in lattes, so one SKU covers both uses.
  • Premium tea brands and tea shops: ceremonial matcha is the grade for customers who prepare matcha with water only.

Compare samples in daylight and in your own recipe, and lock in the grade before you design the packaging.

Packaging and storage for private label matcha

We deliver the matcha in bulk for your own packaging and labelling. Matcha is sensitive to light, air, heat and moisture, so brand owners usually choose retail packaging that is light-tight, airtight and resealable. Close the bulk bag well between packing runs, print the batch number on every retail pack so you can trace it back to the bulk batch, and set best-before date and storage instructions in line with the batch specification.

For customs, our matcha product pages list HS code 090220. In the Harmonized System, subheading 0902 10 covers green tea in immediate packings of up to 3 kg and 0902 20 other green tea, so small retail packs can fall under a different subheading than the bulk bag. Check the code for your shipments in the EU TARIC database.

What goes on the label of private label matcha?

Matcha sold as tea is an ordinary food, so the general labelling rules of Regulation (EU) No 1169/2011 apply. Three matcha-specific points:

  • Nutrition declaration: Annex V of Regulation (EU) No 1169/2011 exempts tea without added ingredients (other than flavourings that do not change its nutritional value) from the mandatory nutrition declaration. A latte mix with sugar or milk powder does not fall under this exemption.
  • Organic labelling: if you sell the matcha as organic, Regulation (EU) 2018/848 requires the code number of the control body of the operator that carried out the last production or preparation step, the EU organic logo on prepacked food and an indication of where the agricultural raw materials were farmed, such as "non-EU Agriculture". If you pack the matcha yourself, ask your control body (in the Netherlands: Skal) which certification you need. GOA Supply is organic certified (NL-BIO-01), and our organic certificate is available on request.
  • Claims: descriptions of taste, colour and use are fine. Health claims are only allowed if they are authorised in the EU Register under Regulation (EC) No 1924/2006.

Regulatory status of matcha in the EU

The French ingredient database Compl'Alim lists the leaf of Camellia sinensis as authorised and not as a novel food. Two other rules are worth knowing:

  • Contaminants: Regulation (EU) 2023/915 sets a maximum level for pyrrolizidine alkaloids of 150 µg/kg in dried tea (Camellia sinensis). Ask which parameters the certificate of analysis covers, including pesticide residues under Regulation (EC) No 396/2005.
  • Green tea extracts: Regulation (EU) 2022/2340 sets conditions for green tea extracts containing EGCG. It concerns extracts, not ground whole leaf. Our article on green tea extract powder vs matcha powder explains the difference.

If you fill matcha into capsules and sell them as a food supplement, the national rules for food supplements come into play: a notification in Belgium (FPS Public Health) and Germany (BVL), a declaration in France (Compl'Alim) and no notification duty in the Netherlands. See our guide to starting a private label supplement brand in the EU.

Ordering matcha in bulk for private label

  • Standard quantities: 10, 50 or 100 kg per grade; smaller quantities on request.
  • Orders are usually shipped within 1–2 weeks, depending on stock.
  • Prices exclude shipping, and we can arrange transport.
  • Product specification and certificate of analysis (CoA) on request; for premium matcha a CoA is on the product page.

Compare all grades in our matcha wholesale collection or read how private label works on our private label page.

FAQ

Can I sell GOA matcha as organic under my own brand?
Yes, if your own packing and labelling step is covered by organic certification. The label then carries the code number of your control body, the EU organic logo and the place-of-farming indication. Ask your control body which certification you need.

Does private label matcha need a nutrition declaration?
Pure matcha sold as tea is exempt under Annex V of Regulation (EU) No 1169/2011. Once you add ingredients such as sugar or milk powder, a nutrition declaration is required.

Can I order more than one grade at a time?
Yes. All three grades come in 10, 50 and 100 kg, so you can combine them in one quote.

Which HS code applies to matcha in retail packs?
Our product pages list 090220 for bulk matcha. In the Harmonized System, green tea in immediate packings of up to 3 kg falls under subheading 0902 10. Confirm the code for your shipment in TARIC.

Sources

Written by Florian Fermin, co-owner of GOA Supply.

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