From passion to product: How Littlefoot Matcha came to life

Hi Anna! Tell us a bit about yourself.

Yeah, so it's kind of funny. I somehow found my way into social media about 14 years ago, which is wild to think about. Over time, I started a couple of marketing agencies, and I've been really focused on working with CPG brands for about 10 years now. When I moved to New York in 2017, I really started diving into the food and beverage scene. I got super into tasting and trying out new products. It became clear to me how much I love this space. I'm always the first person to try out a new snack or drink. I’m such a consumer person. I just love trying things and seeing what works.

You launched Littlefoot Matcha today! Happy launch day! Can you tell us about how it came to life.

That love for matcha? It actually started around 2016 or 2017. But, I swear, I couldn’t find a matcha that I really loved. Everything on the market had way too much sugar or weird additives. Even at Whole Foods, you're lucky if you find one that's all-natural. And honestly, it’s a struggle to find good matcha unless you're in a city like LA. Even when you're ordering online, it’s tough to figure out which brand is legit, because so many have added sugar or fillers. I traveled for two years and got to try some really good matcha, and that was a huge turning point. I thought, “Why can’t we have this same quality here in the U.S.?” So, I just decided to take the leap and start my own thing. And honestly, I’ve been using it as a case study for marketing too. I wanted to show people that, yes, you can build a brand, even on a small budget, and still offer a high-quality product. I’m building this out loud. I share the highs and lows, like, here’s how much I’m spending on marketing, branding, and websites, because I want people to see that it’s possible to create something you're passionate about while building a community around it.

We love how you're building in public. It’s so fun to watch, and we know so many people enjoy following founders because they want to see how brands are built behind the scenes. Was there an "Aha!" moment when you decided to take the plunge and build Littlefoot Matcha?

Oh, absolutely. So, like I mentioned, I just moved back to North Carolina last year. I grew up here, but I spent a few years living in New York and traveling full-time. When I came back to North Carolina, I realized, oh my gosh, finding anything quality here was such a struggle. I mean, good coffee, good food, it was like a desert. I couldn’t find the matcha I wanted, either. The local stores were either out of stock all the time, or the options just weren’t great. And that just kind of pushed me to think, “Wait, why am I not doing this? This is something I want, and I bet there are others who want it too.” With my background in CPG and my love for the product, it just made sense. I thought, "If I can’t find it, maybe I should make it."

That makes so much sense! Matcha isn’t just a drink for you, it’s a passion. It must be frustrating to not find a reliable source for the quality you want.

Exactly! And I think a lot of people don’t realize, even on Amazon or from certain brands, you’re not always getting the good stuff. There’s so much out there that claims to be “ceremonial grade” or “organic,” but when you talk to wholesalers and manufacturers, you learn there are different grades even within those categories. And honestly, it’s not cheap! Some matcha costs $20-$50 for just 30 grams. But there’s no transparency, and not enough people talking about why some of it tastes so different, even if it’s marketed the same way. I want to cut through all that. No BS. Just high-quality matcha that tastes great and you can trust is sourced from Japan.

So, you mentioned traveling and getting exposed to better matcha options. How do you plan on educating your audience as you grow your brand?

Yeah, that's a big piece of it. I think a lot of people in the U.S. still don’t really know matcha or haven’t had it the way it’s supposed to be served. A lot of people think they don’t like matcha, but the truth is, they’ve just never had it done right. If the water’s too hot, for example, it can burn the matcha and taste bitter. There are so many little things that people don’t know about making a perfect matcha, and I want to be the brand that helps teach them. And the best part is, it’s not even that hard to make it right. So much of the market adds sugar to make it easier, but I want to show people how they can enjoy matcha the way it’s meant to be, without all the added junk.

That’s such a great approach, educating while making a great product. You’ve also mentioned that you want to build this brand in a way that’s transparent and community-driven. Are there any brands or founders who inspire you in that way?

Oh, 100%. The first brand that comes to mind is Omsom, that’s a company I really admire. They’ve always been so “founder forward” in their marketing. It’s clear that the founders believe in their products, and they’re not afraid to be the face of their brand. I love that! It just connects with people. As a marketer myself, I understand how important it is to show up authentically, and it really works. Another brand I love for their marketing is Soft Services, the skincare brand. Their email marketing is so intentional, and I just think they do a great job at storytelling. That’s a big part of what I want to do too. For me, it's all about telling the story and showing up consistently. People need to know why I believe in this matcha and what it’s about. It’s not just a product, it’s about highlighting the significance of matcha and sharing that.

We love the balance you’re finding between fun and seriousness. You want the product to be taken seriously while also having some personality. Can you tell us a bit more about your branding, like the logo and the name “Littlefoot Matcha”?

Yeah! So the name “Little Foot” came from a random conversation. I was talking with someone, and we somehow got on the topic of The Land Before Time, you know, the dinosaur movie. Little Foot was the main character, and it just clicked for me. I loved dinosaurs growing up, and it felt like a fun, but meaningful, connection. Plus, did you know that a lot of dinosaur fossils have been found in Japan? It just felt like it worked on multiple levels. And then the logo, I got local kids involved, actually.

My sister works at a nonprofit here in Greensboro, and I asked their art club to draw some dinosaurs. I then took their designs and worked with my branding designer to put it all together. It’s a way of giving back too. $1 from every purchase goes to the nonprofit to help local communities. It’s like bringing everything full circle.

That’s amazing. It’s great that you’re building a brand with purpose from the start. What advice would you give to someone who’s thinking about starting their own food or beverage brand?

Honestly, my biggest advice is, be passionate about it. I can’t stress that enough. When I first started my marketing agency, I didn’t have sleep, money, or a social life. But I was obsessed with what I was doing. And that’s what kept me going. If you're not passionate about the product, it’s going to be hard. Because there are going to be times when things aren’t going well, and your passion will be the thing that gets you through. And if you’re thinking about it but feeling nervous, ask yourself, do you truly believe in this? If the answer’s yes, then go for it. If it’s something that excites you and you know deep down it’s the right thing, then give it your all. You’ll never regret trying.

Now that you've launched what’s next for Littlefoot Matcha? Any exciting plans you can share?

We’re starting with the basics, our hero product, but there’s definitely more to come. Eventually, I want to bring in different cultivars of matcha, so people can explore different flavors and varieties. There’s also this unique toasted matcha I’ve been eyeing, but I still need to do some research on it. We’re in the early stages, but I’m so excited for the future. There’s just so much we can do with matcha, and I’m here for it.

Learn more about Littlefoot Matcha