All PFN ARTICLES

Demand for matcha, that vibrant, powdered punch of green tea so loved by wellness influencers, oat milk baristas, and TikTok’s Gen Z elite, is skyrocketing so fast that the world's traditional tea farms are quite literally running dry. The Japanese farms producing tencha, the shaded green tea leaves ground into matcha, simply can’t keep up. And it’s not just a social media surge. It’s a full-blown supply chain crisis.

Where’s the rice in Japan ? That’s the question millions are asking as rice vanishes from supermarket shelves, prices spike to record highs, and consumers confront a staple food shortage few saw coming. Japan’s sticky situation is more than a supply chain hiccup, it’s a glaring reminder of why future food visioning is no longer optional.