This Seattle Startup Wants to Be the Next Amazon 🍵

In the bustling heart of Seattle, amidst the tech giants and coffee culture, a new startup named Veil Matcha is quietly brewing a revolution. Emerging from stealth mode, Veil Matcha has just announced the establishment of the largest matcha farm in the USA, a sprawling endeavor with 1 million matcha plants being cultivated right in the Seattle area. Their ambitious goal? To do for matcha what Starbucks did for coffee, transforming a niche, artisanal product into a widely accessible and beloved beverage.

The Genesis of Veil: A Health Scare and a Passion for Matcha

Luke Larson, the founder of Veil Matcha, shares a personal story that underpins the company's mission. A few years ago, a significant health scare led him to discover matcha and its myriad benefits. This personal transformation ignited a passion that he, along with his co-founders, has poured into Veil. Notably, the company is entirely self-funded, a testament to the founders' belief in their vision and their commitment to investing in Seattle's vibrant entrepreneurial ecosystem. Their core philosophy revolves around building a great company that produces a product making people feel good.

The global love affair with matcha has created a significant demand, outstripping the current supply. Luke and his partner, Chef Jeffrey, initially encountered this challenge when attempting to open a matcha cafe in South Lake Union. The scarcity of high-quality matcha led them on an extensive journey to Japan, where they visited numerous farms and engaged with craftsmen and agriculturists. This immersive experience confirmed their suspicion: there simply isn't enough matcha to meet the world's growing consumption.