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"Set in a second-level storefront along NW 23rd’s posh shopping district, this shop—led by founder and CEO Mari Wada—tried to curb local resales of Marukyu Koyamaen matcha by mailing cease-and-desist letters that initially claimed exclusive U.S. distribution rights, a stance later retracted in favor of describing the business as a brand partner focused on proper representation and appropriate distribution. Citing the maker’s policy discouraging resale and a list of unauthorized distributors, Wada has argued for tighter controls, while acknowledging the letters’ tone “may have been a little too strong” and indicating plans to let the Japanese brand handle future enforcement." - Ben Coleman