Finding Matcha by Nemo

by Iyath Adam

For our interview article this time, we sit down with Ahmed Neeman – Nemo – who runs the Finding Matcha by Nemo page.

We chat about how he got interested in matcha, what running a food business is like, and all other things matcha.

Read on!

 

Lonumedhu: How did you get interested in matcha?

Nemo: I was introduced to matcha in Sri Lanka in 2019. A lot of people don’t have a good first experience with matcha, but I really loved it, even from the first sip. Matcha also has a calming effect when taken without sugar, which was really helpful for me at that time in my life.

 

Lonumedhu: How did that lead you to start the ‘Finding Matcha by Nemo’ page?

Nemo: During the COVID-19 pandemic, I tried learning how to bake. Then in 2021, I sold my first-ever matcha brownie to one of my closest friends, who wanted to buy some from me. That’s how the idea for the page came about.

The page was originally called ‘Finding Brownies’ and the only product I sold was matcha brownies. The initial plan was to sell different types of brownies, but not many people were making matcha brownies at the time, so I decided to focus on just that one thing. Then, I introduced matcha cookies and from there, I decided to focus solely on making matcha products.

After some time, I also started selling matcha powder. From then on, the page was renamed ‘Finding Matcha by Nemo.’ The name is actually a word play on ‘Finding Nemo’ because my friends call me Nemo and I was all about matcha products, haha. 

 

Lonumedhu: You now sell your own branded matcha, directly imported from Japan. How did that start and what has it been like?

Nemo: I’d been selling matcha powder before, but it wasn’t branded under my name. At the end of last year, my cousin, who’s very business-oriented, suggested that I import and sell my own branded matcha. That’s when I came up with a simple brand for the packaging, which was designed by one of my friends. The whole idea behind the current packaging is that when you see it, you instantly recognise it as part of the ‘Finding Matcha by Nemo’ page. And people really loved the branding.

In terms of logistics, honestly, you just air freight and hope for the best. The powder is shipped quickly by the matcha farms to ensure it remains fresh and each packaging includes a food-safe silicone gel bag to prevent it from going bad. I’m grateful to say that I haven’t had any issues so far.

 

Lonumedhu: What are the challenges of running a business like this?

Nemo: I think the biggest issue is sourcing matcha. When I started selling my own branded matcha, the whole world was catching up to the craze, which actually made it really hard to source it. Even if you find a good farmer, they’d say that it’ll only be available next year and so on. Earlier, I used to source from one farm but right now, I have to source from different farms because they can’t keep up with the high global demand. 

So, I’m very upfront with customers about any changes in sourcing. Even the same farm can have different blends depending on the season, so the flavour might vary slightly. When that happens, they’ll let me know and I always do a taste test with my friends before placing a bulk order to make sure that the taste is not too astringent, and the quality is consistent.

 

Lonumedhu: Your menu is quite extensive now. What’s your recipe testing process like for different products?

Nemo: I make everything by myself, and it usually goes through 5-6 trials before I start selling. I share it with my close friends for taste testing and feedback to ensure the taste remains balanced. I personally prefer a stronger matcha taste in baked goods, but I’ve found that people here in the Maldives generally prefer it milder. I try to balance that with the right level of sweetness.

 

Lonumedhu: What’s your favourite matcha combo or dish?

Nemo: My favourite combination is earl grey and matcha. I also really liked this matcha tiramisu which I experimented with recently.

 

Lonumedhu: What’s your recommended matcha product for people who want to try it for the first time?

Nemo: The matcha latte in Bianco Coffee & Eatery is really good. You can also get matcha and hojicha flavours of ice cream in Iceto which is very good too – and it’s a good first experience into matcha.

 

Lonumedhu: What’s your advice for people who want to run a food business here in Maldives?

Nemo: I think you have to be consistent and honest with your customers. You might face criticism from some people, especially when you start out, but you should recognise that it’s not a personal attack on you. You should, of course, take that criticism and consider it, but also be firm in what you want your product to look and taste like.

 

Lonumedhu: What’s next for ‘Finding Matcha by Nemo’?

Nemo: The natural next step is to open a café-type place with more matcha products.

I also have plans to introduce matcha fusion flavours. I’m really interested in trying something with the triple combo – earl grey, hojicha, and matcha – and maybe something with matcha and raspberry or strawberry. I’ll likely work on these next year, as the experimentation process takes time.

 

Lonumedhu: Is there anything else that you would like to add?

Nemo: I wish that people would just enjoy matcha instead of hoarding it – something that I’ve noticed is happening abroad, which is contributing to shortages.

I also want to remind people that making matcha requires time and care. It’s one of those things where the attention you put in really comes through in the taste.

 

Lonumedhu: Thank you so much for your time, Nemo. It was lovely to chat with you.