La Colomba UK and Green Soul launch a Joint Venture to strengthen and streamline matcha supply across Europe
JV La Colomba UK and Green Soul Matcha
London, October 2025
Amid soaring matcha prices and chronic supply shortages, La Colomba UK has entered a joint venture with Green Soul, one of Asia’s largest vertically integrated matcha producers. The partnership will give European retailers, brands, and hospitality operators direct access to authentic, traceable matcha - with stable pricing, reliable quality, and constant commercial support.
According to the Financial Times (10 October 2025), Japan’s exports of powdered green tea jumped 75 per cent to ¥27 billion ($177 million) last year, while Uji leaf prices tripled and many producers were forced to turn customers away. With Japan’s ageing farming base and limited grinding capacity, buyers across Europe have faced volatile costs, inconsistent quality, and fragmented sourcing networks.
“The matcha market has become overheated and over-intermediated,” said Min Jackson, founder of Green Soul. “By managing the entire chain ourselves (from organic tea fields to final milling and packing) we remove speculation, guarantee consistency, and can deliver genuine quality at sustainable prices.”
The matcha is then stored and ground in a state-of-the-art facility with a milling and production capacity of 474+ ball mills, producing over 12 tons per day and 4,500+ tons annually. The site is certified by Kiwa BCS, FDA, and USDA, and verified by Eurofins.
A vertically integrated supply model
Green Soul operates five EU-Organic plantations in Hangzhou and Jiangxi, supported by over 470 milling units with a combined capacity of 4,500 tonnes of matcha annually. The business controls cultivation, shading, grinding (8 -15 micron precision), and export logistics - enabling full traceability and efficiency rarely seen in the category.
Under the joint venture, La Colomba UK holds exclusive rights for the UK, Israel, and Western & Southern Europe, responsible for market development, commercial execution, and customer support. The venture has already attracted strong interest from brands, retailers, and leading coffee chains seeking a reliable, transparent source of high-quality matcha.
Translating retailer and operator needs into real supply
“This isn’t an import deal - it’s an operational partnership,” said Jonas García, Managing Director of La Colomba UK. “Our role is to translate retailers’ and hospitality operators’ needs directly into supply: the right grade, packaging, and price point, with constant support from Europe.”
Jonas García draws on over a decade in international sales and brand development, including work with itsu [grocery] or yet All About Food (Nando’s, Pret, Wagamama..) - experience that bridges the restaurant-to-retail and foodservice channels. This background allows La Colomba UK to align product strategy and operational delivery with the performance standards expected by UK and European retailers and food operators.
Building resilience for a maturing category
As matcha moves from niche wellness product to mainstream café and retail staple, the companies believe vertically integrated structures are essential to protect quality and margins.
“Retailers and coffee chains want fewer layers and clearer accountability,” Jonas García added. “Through this joint venture, they gain direct access to production and a partner who speaks their operational language.”
Green Soul matcha is grown in Hangzhou, China (30°15'N, 1,400 - 1,600 mm rainfall, 100 - 400 m elevation, acidic loamy soil) with conditions that closely mirror Uji, Kyoto, Japan (34°53'N, 1,200 -1,500 mm rainfall, 100 - 800 m elevation, acidic sandy-loam soil, 21- 30 days shading) - both offering ideal environments for premium matcha cultivation.
About Green Soul
Founded in Hong Kong, Green Soul runs one of Asia’s most advanced integrated matcha production networks, combining EU Organic-certified cultivation with large-scale milling and packaging. Annual output exceeds 4,500 tonnes across ceremonial, latte, and culinary grades.
About La Colomba UK
Based in London, La Colomba UK partners with FMCG and retail businesses across Europe and the Middle East. The company helps brands and investors accelerate growth through market entry, retail development, and operational execution.
Media Contact
Jonas García
Managing Director, La Colomba UK
jonas.garcia@lacolomba.co.uk
www.lacolomba.co.uk
Min Jackson
Founder, Green Soul
minjackson@greensoulmatcha.com
www.greensoulmatcha.com
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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