By Equinox – Matcha Matcha Man

Thursday, April 19, 2012 | Wendy Schmid

Plenty of health fads go like this: flashy food gets a publicist, becomes famous overnight, disappears forever. Then there are the legit healthy heros — the less-hyped-yet-hard-working kind that go about quietly for years before finally getting their moment. For matcha (pronounced MAH-cha), in the U.S. at least, that moment is now. A centuries-old Japanese staple, matcha is whole-leaf green tea that’s been ground into fine powder and boasts absurdly impressive health benefits. Traditionally whisked with hot water, it’s Japan’s veritable cup of joe — with the potential to be yours soon too. Read More at

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