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Matcha is deliriously popular. So how come no one wants to produce it?

The Hustle Daily Show

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Matcha Madness: Supply Struggles and Rising Prices

This chapter explores the chaotic and mismatched dynamics of the matcha market, where soaring demand clashes with an outdated supply chain. It highlights the challenges faced by farmers and the impact on pricing and availability amidst the product's growing popularity on social media.

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