The starting material of ACE Organic Ceremonial Grade Matcha Powder is grown in gradually reduced sunlight by shadowing for minimum 3 weeks of time prior to harvesting, resulting in the flavor is less bitter since the shadowing suppressing photosynthesis which prevents amino acids in the tea leaves to convert into catechins(the antioxidant known to impart bitter qualities.) That’s why Ceremonial Grade Matcha Powder is best for drinking.