Retiring isn’t an option | The reality of Japanese agriculture and matcha supply
Across Japan, a quiet reality is unfolding in agriculture.
It is often described as aging farmers or a lack of successors. However, the situation is more complex than that. For many farmers, retiring is not an easy option — not because they don’t want to, but because there is no one to take over, and the business itself is often difficult to sustain.
Farming continues not entirely by choice, but because there are few viable alternatives.
Growth on the surface, decline underneath
Japanese agricultural products are gaining global recognition, and exports continue to grow year by year. In particular, matcha has seen significant expansion in global demand, driving overall market growth. However, behind this growth, another reality exists. Even within the matcha industry, regions and producers without strong recognition are often undervalued, regardless of their true potential. In many cases, pricing and access to markets are influenced by complex distribution structures. As a result, some tea fields are no longer properly maintained, and in certain cases, are gradually being abandoned. This is not a matter of quality, but of insufficient evaluation and limited access to the right markets.
The issue is not people — it is structure
This is not simply a labor shortage, but a structural issue. As long as agriculture struggles to function as a sustainable business, the next generation is unlikely to enter.
On the other hand, if viable models are created, more people may begin to consider agriculture as a realistic path.
From agriculture to global markets
At UnD, we approach this challenge by engaging with tea fields that have already been abandoned, as well as the regions surrounding them, while advancing our approach through distribution and value design.
As part of this effort, we are preparing for initiatives that can be carried forward to the next generation.
Wholesale partnerships
We supply high-grade Japanese matcha and tea to cafes, retailers, and culinary professionals worldwide. Our wholesale platform is designed for long-term partners who require consistent quality and reliable supply.
Contact
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