How Matcha Yu Tea is Bringing a Japanese Speciality into the Mainstream

Today we meet Erin Lindwall, creator of Matcha Yu Tea. Erin is a one-woman show, running the business first as a side project, but becoming increasingly dedicated to it as it continues to flourish. What started with a love for Japanese culture and an eco-friendly mindset, Matcha Yu Tea has quickly turned into a fully-fledged brand, bringing delicious and Matcha green tea to curious and health-conscious consumers. With a unique tea shaker available as well, Matcha Yu Tea customers can make their own authentic, frothy cup of Matcha easily at home! Let’s hear how she launched and grew the business from scratch, and the challenges that she needed to overcome along the way.

Hello! Perhaps you could introduce yourself?

Hi my name is Erin and I am the creator of Matcha Yu Tea. I run every aspect of the business so there is never a dull moment! I’ve worked in the music industry for the past 20 years and still currently do part time. I simultaneously run Matcha Yu Tea which is getting busier by the minute and I’m so grateful and happy to see it flourish!

Tell us more about your business.

We offer Award Winning Japanese Green Tea powder, specifically Matcha in home compostable packaging, as well as a unique Tea Shaker to help making a frothy cup of tea so easy. The business was founded 3 years ago and inspired by my many trips to Japan, love of the culture and obsession with Green Tea! I decided to run a crowdfunding campaign first to test the waters and see if there was demand for good quality Matcha and a device like the Tea Shaker. It was successful so I launched the business! I believe I was the first globally to offer my Matcha tea in home compostable packaging and it’s in line with my core values to provide an eco-friendly option for people who want to enjoy Matcha Green Tea. It’s just me running the business but I have an amazing supportive base of friends and family who help me when I need it!

What are you working on at the moment? What are the future plans?

I’m looking at providing more products such as Matcha bowls and would also like to look at being involved in more events in 2021 if possible to allow people to experience our top quality tea. I’m also rapidly increasing my wholesale opportunities with cafes, specialist bakers, grocery stores and so on. I would like Matcha Yu Tea to be known as the go to destination for excellent quality tea in eco-friendly packaging.

What are your biggest challenges? What motivates you?

Challenges – cash flow and time management would be the two big ones. I find forward planning tricky when there is so much to do day-to-day. You always find yourself working in the business not on the business. I also have to keep an eye on inventory and re-orders and keep the cash flow steady. I am getting better at all of this now through 3 years of experience. My motivation is sharing delicious tasting tea and the transformation it offers to others, helping them feel happy and healthy.

What kind of marketing initiatives are the most effective for your business in terms of driving more sales?

I regularly show up on Facebook and Instagram aiming to offer helpful tips, recipe inspiration, facts about Matcha, the story behind the brand and more. I am also sending out e-newsletters regularly to my dedicated customer base. I find speaking from the heart about why I love Japanese culture and Matcha as well as being eco-friendly really resonates with my audience. They can see me as genuinely trying to offer the best products possible that they will love and enjoy time after time.

What is the best business advice you can share with others?

Keep working on mindset – it’s the one thing that will keep you going when the going gets tough! There are many great positive mindset tools out there – vision boards, affirmations, meditations, mp3’s you name it. Also surround yourself with support from other small business orders. Again, there are many facebook groups and courses online available for this purpose!

Could you recommend any books, movies, podcasts, learning materials?

Catherine Langman – Productpreneur Product Success podcast, Petria Leggo Field – The Sustainable Shift podcast.