business10:50Why ceremonial-grade matcha is so expensiveThe greener matcha is, the smoother and more complex its flavor. But not all matcha is the same. Matcha ...at its highest quality is referred to as ceremonial-grade, because of the central role it plays in Japanese tea ceremonies. And while this bright green powder takes a few seconds to dissolve in water, it takes an entire year to grow. Jintaro Yamamoto runs a 180-year-old tea farm, one of the oldest in Uji, Japan. We visited his farm to find out what makes ceremonial-grade matcha so exceptional? And why it's so expensive.