
Matcha Dive Origin Story
Matcha Mom + Dad
Madison and Daniel Liu lived former lives as runway models based in NYC, riding the highs + lows of caffeine fueled shoot days, burnt-out ways, jet-lag, erratic sleep, dry skin and jitters.Â
Discovering Matcha was like a deep dive into living life with vitality. After relocating to Toronto + rural Ontario, finding high-quality matcha became a worthy endeavor and ultimately sparked the quest for an approachable, affordable, high-quality powder of purity that supports + sustains energy levels and overall wellness while restoring ritual in the mundane.
Sourced from traditional organic farmlands near the Japanese Alps, Matcha Dive is cultivated in Japan and sipped in presence.
April 2014
Madison and Daniel meet while waiting for a subway train in NYC
January 2017
They Elope
April 2019
Moved from NYC to Toronto to start a family
August 2020
Incorporated
March 2021
Formalized partnership with our organic farm in Shizuoka, Japan
January 2022
Matcha Dive launches
2023 – 2024
Matcha Dive grows steadily through word of mouth. Loyal cafes, baristas and chefs join the movement.
July 2025
Secret Matcha Club is born to offer high-quality matcha at every tier. Same standards. Wider reach. Built for those who care.