Naturalitea is a family business in the mountains above Fujieda, in the Japanese prefecture of Shizuoka, where the Kinezuka family has been producing tea for ten generations. In 1976, Toshiaki Kinezuka was among the first in the region to switch to cultivation without artificial fertiliser or pesticides, a decision that cost him his place within the local cooperative at the time. The business today holds a JAS certification, the Japanese government standard for organic agriculture.

Where most Japanese tea comes from a single cultivar, Yabukita, Naturalitea works with ten different cultivars across twelve fields. In 2021, Toshiaki Kinezuka received a Special Grand Prize from the World Green Tea Association for 45 years of organic farming.

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