matcha LOVE provides the energizing taste and full benefits of consuming the entire green tea leaf. Finely ground from the highest grade leaf, matcha embodies todayÍs passion for healthy living. ITO EN (North America) INC. was founded in May 2001 with the mission of introducing ITO EN’s line of green tea products and establishing a green tea culture and interest in the United States and beyond. The breadth of ITO EN (North America) Inc. is increasing through the development of new beverage and loose leaf tea products, the expansion of its distribution network to a national level, and the growth of its ecommerce operations. With the attention of industry, the media, and the public, ITO EN (North America) Inc. is well on its way to making green tea a true part of the new American culture.