Hannah Habes founded Matchaful after discovering the transformative power of matcha during a personal health journey. Frustrated by a lack of transparency in the industry—where leaves were often blended from unknown sources—Hannah set out to do things differently. After tasting over 100 varietals, she established a direct partnership with a fourth-generation tea farm in Shizuoka, Japan. This farm isn't just about quality; it's a leader in sustainability, using solar panels to power the local community and organic compost to nourish the soil.

What began in a Brooklyn apartment has blossomed into a bicoastal wellness movement. Today, Matchaful boasts seven thriving NYC cafés, a national DTC presence, and high-profile collaborations with stars like Addison Rae. By focusing on a single-origin, sustainability-first supply chain, Hannah has built a cult following for her functional, plant-based lattes and a brand that proves transparency is the most important ingredient.

Inside the Episode:

• Why Hannah moved away from "mystery blends" to build a single-origin supply chain that honors the craft of Japanese tea.

• The transition from selling matcha to 200 local cafés out of a Brooklyn apartment to managing eight retail locations and a national brand.

• How Matchaful uses strategic partnerships and functional ingredients to stay at the forefront of the wellness industry.

Shop here!

This podcast episode was made possible by Hummingbirds — the go-to platform built for creator-powered retail activations—connecting everyday creators with CPG brands to spark shelf-level awareness, drive in-store momentum, and generate authentic content in the markets that matter most. Learn more!

This podcast episode was made possible by Glimpse — the AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.