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. 

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.

Forget thriving, we're diving.
Forget thriving, we're diving.
Forget thriving, we're diving.

2000
  • 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.