One of the exhibitors at Ocean Talks 2025 is Brighton-based tea company OMGTea, a small ethical company known for its premium matcha and commitment to ocean conservation. Alongside offering high-quality tea, the brand actively supports the restoration of Sussex’s kelp forests, which have been damaged by trawling and other environmental pressures. Ahead of the event, founder Katherine Swift speaks to BOAT about the story behind OMGTea and its mission.
Tell us how OMGTea came about.
In January 2009, my mum was diagnosed with a serious illness. Around the same time, I started working with a breast cancer charity that funds world-class research, spent a lot of time in the research unit and was fascinated by the incredible discoveries being made.
The research director had a particular interest in antioxidants, and I started learning about their vital role in our diets, especially when it comes to fighting disease. That’s when I discovered how rich green tea is in antioxidants, and even more so, matcha.
If my mum were going to drink green tea, I wanted it to be the very best. We both started drinking matcha and quickly felt the benefits. It gave my mum a sense of control that her illness had taken from her, and it gave me a way to actively support her. I became so passionate about matcha that, five years after her diagnosis, I launched OMGTea - a specialist matcha green tea company.
You’ve come a long way since your launch…
In 2014, matcha was largely unknown in the UK. My husband, our two boys and I started by selling at farmers’ markets, with the boys even wearing OMGTea t-shirts and offering samples. It feels like a lifetime ago, and looking back, I’m amazed at how far we’ve come. Our first retail partner was a small independent shop in Brighton, and soon after, Planet Organic came on board. From the very beginning, our mission has been to help people take charge of their health by introducing them to the incredible benefits of matcha.
Even in 2018, when I appeared on Dragon's Den, matcha was still unfamiliar to many. In fact, three out of five dragons hadn’t heard of it. But that didn’t stop us. Today, matcha is well-known across the UK, and we’re proud to have played a role in bringing it into the spotlight. We’ve built a wonderful community of loyal consumers and are now partnering with incredible retailers like Selfridges, Holland & Barrett, Harvey Nichols, Ocado and Whole Foods Market. We are a Great Taste Producer and have Great Taste Awards across our entire range.
What’s so special about matcha tea for health and wellbeing?
Quality matcha is not just another type of green tea, it is the champagne of green tea. Matcha comes from the same plant, Camelia Sinensis, but the way it is cultivated and processed is what makes matcha so special. Real matcha tea comes from Japan and is made from the finest shade-grown leaves, which are stone-ground into a fine powder.
Matcha is made from the whole tea leaf, not just an infusion like regular green tea and it takes an hour to grind enough matcha for just one tin. Every step is about preserving the purity and potency of this incredible tea and that means you're getting a much higher concentration of antioxidants - especially EGCG, which is linked to heart health, metabolism support and even anti-inflammatory effects.
It also contains L-theanine, an amino acid that promotes calm focus and balances the effects of caffeine. This results in a smooth, sustained energy boost without the jitters or crash you might get from coffee.
Not only have the Zen Buddhist Monks used Matcha for over 800 years, but it was also the tea the Samurai turned to before battle, because of its long-lasting energy boost and its ability to promote a state of relaxed awareness. Quality matcha tea gives a sense of well-being and provides a natural boost for hours, whilst also reducing the desire to snack and seek short-term energy boosters like coffee.
What is so superior about your matcha?
Our matcha comes from Kagoshima, Japan’s southernmost tea-growing region, known worldwide for its top-quality organic matcha. The volcanic soil, warm climate and high rainfall create the perfect conditions for growing tea plants. We’ve worked with our trusted partner, AIYA, since the beginning. Founded in 1888, they’re the most reputable matcha producers in Japan, and in 2023, they showed their belief in OMGTea by investing in us. It’s been a remarkable partnership rooted in shared values and a commitment to delivering the finest matcha.
Is there a story behind your name?
OMGTea for Organic Matcha Green Tea and “Oh my goodness!” because it makes you feel so good when you drink it!
How important is sustainability to you?
Very - we’re committed to sustainability from leaf to label. All our matcha is 100 per cent organic, sourced from one of Japan’s pioneering organic farms since 1978. Matcha uses the entire tea leaf, maximising nutrients and minimising waste, making it one of the most sustainable teas available. We use recyclable packaging, minimise waste and reuse materials wherever possible. While we once trialled a ready-to-drink product, we discontinued it due to its plastic packaging, staying true to our values. Instead, we offer convenient, eco-friendly Single Serve Sachets. Our goal is simple: promote health while protecting the planet, one cup of matcha at a time.
What inspired you to get involved in the conservation of Sussex’s kelp forests?
I received an email from GreenTheUK looking for support and as we are based in Brighton and Hove and all of us enjoy the beach and swim in the sea with our families, we were immediately interested. When we learned more about the importance of the kelp forests for sea life to thrive and their key role in sequestering carbon, we knew we had to get involved. We now sponsor four kelp survey sites as part of the Sussex Kelp Recovery Project, in collaboration with Blue Marine Foundation and GreenTheUK.
Can you tell us a little more about the project?
Since 1987, over 96 per cent of Sussex’s kelp beds have been lost due to trawling and environmental pressures. In 2021, the Sussex Nearshore Trawling Byelaw was introduced, which bans trawling over 300 km², aiding kelp recovery. The Sussex Kelp Recovery Project monitors ecological, social and economic impacts, supported by research and community collaboration. This is our third year supporting it.
Why is kelp such a vital part of marine ecosystems and what progress has been seen?
Kelp forests are among the most biodiverse ecosystems on Earth, supporting up to 800 species per plant and storing carbon at rates higher than rainforests. Over the past 40 years, Sussex’s kelp has declined by 96 per cent due to storms and human activity. Now, thanks to the project and the byelaw, wildlife is returning, including rays and lobsters, and there is even kelp washing ashore again. The seabed is now covered in muscles, shrimp, lobster and cuttlefish, to name a few, and there have been more and more sightings of dolphins, seals, sharks, stingrays and even conger eels.
Now in its eighth year, Ocean Talks will return to London on 12 June 2025, celebrating ocean conservation efforts in the week running up to World Oceans Day. Tickets are free but guests must register their attendance.
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