Hannah Habes didn’t set out to spark a matcha movement. She set out to heal herself. What started as a personal health journey became the foundation for Matchaful, a brand that’s grown from Hannah biking around New York with a backpack full of matcha to seven thriving cafes and a wholesale business across the U.S.
Too often, women are told to play it safe. Don’t quit the job. Don’t take the risk. Don’t go it alone. Hannah did the opposite. Along the way, she ignored the “rules,” trusted her instincts, and built her business with grit, creativity, and persistence.
Key Takeaways:
The real story behind bootstrapping and scaling Matchaful in New York City
Why sustainable growth matters more than rapid expansion
The importance of owning your customer experience
Why staying connected to your product’s source builds authenticity and trust
Believing in your product sometimes matters more than convincing skeptics
Learn More About Hannah:
Website: matchaful.com
Instagram: @chiefmatchaofficer
Instagram: @matchaful
LinkedIn: Hannah Habes
About Our Guest:
Hannah Habes is the founder of Matchaful, a female-led botanical nutrition brand offering direct-trade, single-origin matcha, and plant-based snacks. After experiencing burnout in the food industry, she built Matchaful around transparency, ritual, and intentional sourcing, knocking on café doors with samples and whisking drinks herself, while holding off on launch until she found the perfect farm partner. From a solar-shaded tea farm in Shizuoka to NYC cafés known for refined sugar-free lattes and functional snacks, Hannah is reshaping wellness culture with sustainably sourced ingredients and calming, restorative experiences rooted in Japanese tradition.
About Our Company, The Justice Dept.
A female-focused advisory, consulting, and law firm advocating for female founders, talent, execs, and brands. We represent bo$$ ladies to make them 💰💰.
Website: https://www.thejusticedept.com/
YouTube: www.youtube.com/@jenniferjustice6653
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This is a Lady Business LLC Production.