Most brands use culinary-grade matcha because it's cheaper. But culinary grade is made from older, tougher leaves that taste more bitter and grassy. Ceremonial-grade matcha comes from the youngest, sweetest leaves. Picked at the peak of spring. You can tell the difference by the color: ours is a bright, rich green that shows the quality. Dull, brownish-green matcha means old leaves and harsh flavor. That's why ours starts with a better base than most matcha you've tried before we even add the monk fruit or collagen.