That same flavor profile is prized in matcha baking as well, where the bitterness can shine through as a potent flavor in cheesecake or ice cream. Jue recommends sticking to culinary-grade matcha here, which imparts the flavor you need at a lower price. Once you know what kind of matcha you need, you can fine-tune your selection even further based on taste. Taking note of where your matcha was produced is simply another way to hone in on your ideal flavor profile and product. This is an indicator that the company knows what they're doing.” Also, from a visual perspective, fresh matcha is a bright, vibrant green, without any brownness that could indicate oxidation.