NUMI ORGANIC TEA
NUMI MISSION
Numi’s mission is to be the most innovative tea company
in the world, dedicated to quality, sustainable values and a
commitment to community.
NUMI VISION
Numi’s vision is to inspire well-being of mind, body and spirit
through the simple art of tea. Numi elevates the tea experience
through innovation and quality, as well as a commitment to
the environment and our global community. Numi hopes
to educate and influence others to make a difference in
their contribution to society. Numi is an organization that
celebrates difference and creativity; the company occupies a
vibrant office space and tea garden that invites all to find their
own thoughts and visions and take the tea transformation.
NUMI PROMISE
Through authenticity, creativity, and commitment to people
and planet, we bring you the purest, best tasting organic tea.
CELEBRATING PEOPLE, PLANET AND PURE TEA
PEOPLE
Numi Organic Tea sources its teas and ingredients directly
from fair labor gardens that pay farmers and workers fair
wages that allow their families to thrive. Over half of Numi’s
teas (26 of 43 tea box SKUs) are sourced from Fair Trade
Certified™ gardens, which empower tea growers to invest
Fair Trade premiums back into their communities. In 2013,
Numi introduced its new Fair Labor Practices (FLP) program,
a proprietary verification program that uses a continuous
improvement model to focus on labor and workplace
conditions throughout Numi’s entire foreign supply chain. To
date, all of our pu•erh tea blends are Verified Fair Labor™.
Numi is constantly working to improve and expand its
commitments to the communities it works with, and aims to
have all its products socially certified.
PLANET
Numi Organic Tea is committed to minimizing impact on the
planet through thoughtful choices in sourcing, production
and packaging. Numi Organic Tea sources organic teas and
herbs, which help protect the health of farmers, the consumer
and the planet. Numi uses natural, biodegradable, filterpaper tea bags, rather than GMO corn or plastic “silky” tea
sachets. Numi’s tea boxes are made of 85% post-consumer
waste, printed with soy-based inks and without unneeded
shrink-wrap. Numi Organic Tea partners with programs that
lower and offset carbon emissions.
PURE TEA
Numi Organic Tea blends premium, organic teas and herbs
with 100 percent real fruits, flowers and spices. By using
real ingredients and not bitter-tasting tea dust or fannings,
it is not necessary to mask poor quality tea with “natural”
flavorings, oils or fragrances. Numi Organic Tea has utilized
the alchemy of careful blending to produce an awardwinning product line. Numi lets nature speak for itself.
NUMI FLAVORS
Numi offers a variety of premium organic teas and herbal
teasan blends, Flowering Teas™, loose leaf tea, gifts and
tea chests. See www.numitea.com for a full catalog.
WHERE IS NUMI SOLD?
Numi is nationally available at Whole Foods Market,
Safeway’s Organic Marketplace, Amazon.com, Cost Plus
World Market, independent natural food stores & co-ops,
and conventional grocery stores. Numi is distributed to
more than 30 countries.
MEDIA FACT SHEET: TEA GUIDE
The top leaves and bud of the camellia sinensis bush yield
thousands of varieties of tea. Like different vines for different
wines, tea farmers harvest different bushes for specific
varieties of tea.
GREEN TEA
It has been said that over 10,000 types of green tea exist in
China alone. The combination of a bud and top leaf from the
tea plant provides the backbone for green tea. Once picked,
the tea begins its journey down the mountain where it will
be thinly spread in the shade and left to air-dry to prevent
oxidation. From there it may be sifted, rolled, flattened,
tumbled or shaken over a heat source, depending on the
flavor profile desired.
NUMI’S TOP GREEN TEAS
GUNPOWDER GREEN
NUMI’S TOP WHITE TEAS
WHITE ROSE
ORANGE SPICE
White tea & fragrant
rose buds
White tea, real orange
peel & spice
TOASTED RICE
Full leaf smooth
green tea pearls
Nutty & savory smooth
green tea & toasted rice
MATÉ LEMON
DECAF GINGER LEMON
Yerba Maté, green tea,
& lemon myrtle
WHITE TEA
White tea has been treasured for over a thousand years as
the finest of all teas and for a time was reserved solely for
Chinese royalty. Harvested in early spring, tender young
buds are carefully plucked the day before they unfurl into
leaves. The downy buds are briefly withered and then
quickly air dried to prevent oxidation. As a result of minimal
processing, white tea is valued for its high concentration of
polyphenols. The flavor of white tea can be described as
delicate, sweet, velvety, and reminiscent of fresh apricots.
Decaf green tea, ginger,
& lemongrass
BLACK TEA
Black tea results from the full oxidation of the bud and first
two leaves of the tea plant. Like green and white teas, a high
quality black tea is picked early in the spring and contains
a high ratio of bud-to-leaf. Lower quality black teas are
prepared from fannings and dust (not full leaf), and will
taste bitter and harsh. Large and full leaf black teas will have
aromas that are clean, nutty, and bright, with flavors that are
brisk, full, coppery and soft.
HERBAL TEASANS
Tea is a misnomer for anything steeped in hot water. Teas
only come from the tea plant, while “teasan” is our term,
from the French tisanes, for brewed herbal beverages.
Herbal teasans are dried pure herbs, fruits, flowers and
spices, and are naturally caffeine free (with a few exceptions
like yerba maté). Grown all over the world, teasans have
been steeped in hot water since the beginning of time for
a warm soothing beverage or an invigorating boost to the
day.
NUMI’S TOP HERBAL TEASANS
ROOIBOS
ROOIBOS CHAI
Earthy vanilla South
African healer
Warming spices &
earthy vanilla tones
MOROCCAN MINT
CHAMOMILE LEMON
Refreshing sweet
mint leaves
Sweet flowers & bright
lemon myrtle leaves
NUMI’S TOP BLACK TEAS
AGED EARL GREY™
BREAKFAST BLEND
Assam black tea aged
with real bergamot
orange
Rich hearty blend of
black teas
GOLDEN CHAI™
CHINESE BREAKFAST™
Assam black tea
& sultry spices
Full-bodied Yunnan
black tea
MEDIA FACT SHEET: TEA GUIDE
PU•ERH TEAS
Pu•erh is an ancient tea picked from 500 year old wild tea
trees in Yunnan Province, China. Unlike the processing of
green, white and black teas, pu•erh undergoes a unique
fermenting process: once picked, the leaves are piled,
dampened and turned over a 60-day period, then dried. The
resulting taste is rich and smooth with hints of malt – a great,
energizing alternative to coffee.
NUMI’S TOP PU•ERH TEAS
CHOCOLATE PU•ERH
EMPEROR’S PU•ERH
Velvety & smooth
Bold, rich & malty
CARDAMOM PU•ERH
GINGER PU•ERH
Sweet, aromatic
& spicy
Earthy, warm &
peppery
SAVORY TEA®
Numi’s Savory Tea combines real organic vegetables,
wild herbs, decaf tea and aromatic spices for a satisfying
experience. Inspired by recipes from around the world, these
satiating veggie-spice-tea blends are rich in flavor, yet light
enough to enjoy any time of day. It’s not quite a soup, but
more than a tea.
NUMI’S TOP SAVORY TEAS
CARROT CURRY
FENNEL SPICE
Curry & ginger envelop
sweet carrots
Crisp fennel is finished
with orange peel
TOMATO MINT
SPINACH CHIVE
Bright infusion of
tomato & mint
Spinach greens
balance citrus notes
INDULGENT TEA
Indulgent Tea is a new collection of chocolate teas that
celebrate the blending of two of humanity’s most revered
traditions – tea and cacao. It is the perfect harmony for tea
and chocolate lovers looking for a guilt-free treat.
NUMI’S TOP INDULGENT TEAS
CHOCOLATE ROOIBOS
CHOCOLATE
Smooth vanilla notes
EARL GREY
CHOCOLATE MINT
CHOCOLATE SPICE
Bright sweetness
accents cacao
Rich cacao with
citrus highlights
Rich in exotic
chai spices
MEDIA FACT SHEET: INDULGENT TEA
Numi Organic Tea is proud to announce a brand new product
line: Indulgent Tea. Launched at the 2014 Winter Fancy
Food Show, this collection of chocolate teas celebrates the
blending of two of our favorite things: tea and cacao.
While food trends come and go, chocolate has been an
object of cravings and affection since the first cacao plant
originated in the Amazon in 2000 BC. Today, chocolate is
getting its due for being more than delicious, and is heralded
for its health benefits and mood-boosting properties.
Numi’s Indulgent Teas provide the perfect guilt-free way for
chocolate lovers to satisfy their sweet tooth and enjoy the
good-for-you qualities of cacao.
With only five calories per cup, no sugar, and a SRP of $7.99
for a box of 12 tea bags, Numi Indulgent Teas make it easy to
save on both calories and cash compared to a fancy mocha
or chocolate bar. Enjoy these exquisite blends any time of the
day with milk or honey, or simply on their own.
Numi Indulgent Teas are Certified Organic, Verified Non-GMO,
Fair Trade Certified™, and made with 100% real ingredients
(not “natural” flavorings or perfumes), including real cacao
powder. New flavors, including Chocolate Rooibos, Chocolate
Mint, Chocolate Earl Grey, and Chocolate Spice, are available
in boxes containing 12 tea bags each and will be ship ready
on April 1, 2014.
CHOCOLATE ROOIBOS Smooth South African
rooibos is enveloped by creamy real vanilla
beans, sweet honeybush and rich cacao. This
sensual treat is a delightful, soothing beverage
you can melt into. Chocolate Rooibos is blended
with 45% cacao.
CHOCOLATE MINT This blend of Numi’s
Moroccan Mint, cacao and orange peel has a
sweet balance. The spearmint flavor adds a bit
of spice while orange peel adds a hint of citrus.
Chocolate Mint is blended with 55% cacao.
CHOCOLATE EARL GREY Numi’s Aged Earl
Grey™ tea blends perfectly with cacao and real
vanilla beans. Sweet bergamot orange notes
harmonize with creamy vanilla and chocolate
for a captivating treat. Chocolate Earl Grey is
blended with 50% cacao.
CHOCOLATE SPICE This melt-in-your-mouth
chocolate spice tea blends rich cacao with a
host of colorful chai spices. Ginger and allspice
are warming while cardamom adds kick and
cinnamon rounds off this exotic treat. Chocolate
Spice is blended with 45% cacao.
MEDIA FACT SHEET: SAVORY TEA®
In January of 2013, Numi launched an exciting new line of
Savory Teas. Savory Tea offers a unique and original taste
experience for tea lovers, combining real organic vegetables,
wild herbs, decaf tea and aromatic spices.
Inspired by recipes from around the world, these veggiespice-tea blends are rich in flavor, yet light enough to enjoy
any time of day. Each exciting flavor is an adventure in taste:
not quite a soup, but more than a tea. New flavors, never
before offered in tea, include Tomato Mint, Carrot Curry,
Fennel Spice, Spinach Chive, Beet Cabbage and Broccoli
Cilantro. Delicious and satisfying, Numi’s Savory Teas have
five calories or fewer, are Certified Organic and Verified NonGMO.
Since its inception, Numi has been known for pioneering new
tastes and styles of tea in the United States. Numi’s Savory
Tea blends offer tea drinkers an entirely new way of thinking
about and enjoying tea. Savory Teas can be a satisfying,
low-calorie snack alternative, a great complement to a light
lunch, a satisfying addition to a cleanse, a delicious brew for
cooking rice or noodles, a comforting cup when a cold or flu
strikes, a pick-me-up on a hike or camping trip, an easy-toprepare mood booster at work or on the road, or a perfect
pairing to cheese and crackers.
All of Numi’s tea blends are 100% organic and pure-tasting
because each blend is made with premium, full-leaf quality tea
and real fruit, vegetables, herbs, and spices (not fragrances
or perfumes). Consumers can choose from six flavors and a
combination box, each containing 12 tea bags. Numi’s Savory
Tea is available at select Whole Foods stores and in leading
natural and independent grocery outlets. SRP $7.99, 12 tea
bags per box.
TOMATO MINT This bright Mediterranean infusion
is reminiscent of the sweet savory scent of stuffed
grape leaves (dolmas). The combination of ripe
tomatoes, mint leaves, decaf black tea, a touch
of cinnamon and lemon peel makes for a zesty,
mouthwatering cup.
SPINACH CHIVE Layers of steamed spinach greens
give way to the mouthwatering fullness of this
savory brew. The citrus notes of Numi’s Dry Desert
Lime tickle the roof of your mouth as coriander
teases your taste buds. Dill, chive and decaf green
tea are the perfect finish to this well-rounded, yet
complex, blend.
FENNEL SPICE Coaxed by the soothing scents
of freshly cut fennel, this crisp concoction will
transport you to the enchanting European
countryside. The soaring flavors of sweet licorice
envelop the earthy fullness of celery root while
slivers of orange peel and decaf green tea
delight the palate.
CARROT CURRY Be transported to the heart
of India with the rich exotic flavors of curry,
turmeric and ginger. Kissed by sweet carrots and
bright cilantro, the earthy, vegetal and piquant
notes are marvelously woven together into this
full-bodied blend.
BROCCOLI CILANTRO As pungent aromas lure
you into this abundant garden, the hearty flavors
of broccoli, celery leaves and cilantro capture
your palate. Turmeric and decaf green tea deliver
a peppery roundness. Come home and relax to a
cup of Broccoli Cilantro’s sweet lingering taste.
BEET CABBAGE A bright crimson hue welcomes
you into delightful scents of clove. This smooth
buttery blend is rooted with beets and cabbage
and delicately spiced with mustard seed and
coriander. The finish is accented by sweet notes
of apple and decaf black tea.
GARDEN SAMPLER A cornucopia of vegetables,
herbs and spices await you, ready to nourish and
warm you from the inside. This Garden Sampler
holds a variety of our delicious and satisfying
Savory Teas. The box contains two bags of each
flavor: Tomato Mint, Carrot Curry, Fennel Spice,
Spinach Chive, Beet Cabbage and Broccoli Cilantro.
MEDIA FACT SHEET: PU·ERH
Like green or white tea, pu•erh is its own category of tea.
Richer than black tea, wonderfully smooth, and malty, pu•erh
provides a natural boost of sustained energy that delivers
focus and clarity. Numi’s Organic pu•erh is sourced from oldgrowth, wild tea trees in the Yunnan Province of China that
are said to give forth “chi,” or life energy.
Unlike common tea bushes that are frequently replanted,
Numi’s pu•erh only comes from broad-leaf trees with
intricate roots that reach far down into the earth. The deep
root system of these pu•erh trees makes them uniquely
drought resistant and sustainable without need for irrigation.
The trees are harvested by local villagers who pick the tea
leaves for their livelihood. These wild tea trees are carefully
picked to ensure that they continue to grow for generations
to come. A picture of sustainability, the pu•erh tea trees,
village and nature all harmoniously live together for mutual
benefit. Numi’s Pu•erh Teas are available at select Whole
Foods Market stores and in leading natural and independent
grocery outlets. SRP $8.99, 16 bags per box.
CHOCOLATE PU•ERH A rich, velvet, chocolaty
aroma envelops this enticing blend of deep, dark
pu•erh and organic cocoa nibs. Numi’s Chocolate
Pu•erh is made with organic wild-harvested tea
leaves fermented and ripened into an earthy
black tea. Whole vanilla beans and sweet accents
of orange peel enhance this blend along with nutmeg and
cinnamon rounding off a spicy finish.
EMPEROR’S PU•ERH Numi’s Emperor’s Pu•erh
comes from China’s majestic Yunnan Mountains
where organic wild-harvested tea trees are up
to 500 years old. Hand-picked broad leaves are
fermented into black tea then ripened, resulting
in an earthy aroma and dark sienna hue. Pu•erh
boasts a deep bold body, smooth and slightly sweet with
hints of malt. This rich, energizing tea is deeply satisfying as
a coffee alternative.
BASIL MINT PU•ERH Numi’s Basil Mint Pu•erh is
an innovative approach to the timeless healing tea.
Combining the deep, earthy flavors of pu•erh tea
with the succulent piquant notes of basil yields a
smooth vegetal richness perfectly accentuated
with refreshing orange mint. The characteristically
cooling effects of mint and basil make this the perfect tea to
enjoy after a filling meal.
GINGER PU•ERH Numi’s Ginger Pu•erh brings
together the deep earthy flavors of pu•erh tea
with the peppery, spicy notes of ginger. This
hearty and warming tea enriches the body and
invigorates the mind, giving the perfect boost for
mid-day focus and a cooling and healthy treat to
the end of a spicy meal.
JASMINE PU•ERH Numi’s Jasmine Pu•erh is
a beautiful blend of rich pu•erh and jasminescented green tea that enraptures the senses
with intricate layers of smooth earthy flavor
and sweet floral aromas. Handpicked jasmine
blossoms are carefully laid atop premium green
tea. As night falls and the flowers unfurl, the dried tea
naturally absorbs sweetly delicate notes of fresh jasmine.
CARDAMOM PU•ERH Numi’s Cardamom Pu•erh
is a luxurious blend of rich organic pu•erh tea
enlivened by the spicy and crisp hints of green
cardamom. The exotic and aromatic experience
of this one-of-a-kind specialty tea is truly an
adventure of the senses. Chai-lovers are drawn
to the bright sweetness of Indonesian cardamom that
lingers on the palette with stimulating warmth. Perfect for
morning clarity, this tea is a flavorful and energetic boost
to any routine needing a good kick.
PU•ERH BRICK Numi’s Aged Pu∙erh Tea Brick
is a compressed bar of loose pu∙erh tea leaves.
Unlike traditional teas that are oxidized for hours,
pu∙erh undergoes a unique 60-day fermentation
process resulting in a bold, earthy flavor with
hints of malt. Pu∙erh is compressed into bricks
and aged, like fine wine, for months, years or even decades.
This increases its value, health benefits and premium taste.
SRP $12.99.
MEDIA FACT SHEET: TEA GIFTS
Numi’s selection of inspired gifts is the perfect answer for the
tea enthusiast. Visually stunning, handsewn Flowering Teas™
transform into Leaves of Art™ as leaves and flowers blossom
when steeped. Our best-selling tea bags are showcased in
eco-friendly and stylish bamboo tea chests. Numi’s gift sets
are available on numitea.com and Amazon.com.
FLOWERING TEA™ SET IN BAMBOO
Packaged in an exotic, hand-made,
dark mahogany bamboo case, this Gift
Set holds a box of Numi’s Enchanted
Blossoms Flowering Tea that is filled with
handsewn tea leaves and flowers, and a
16 oz. glass teapot through which to observe the blooming
tea petals.
DANCING LEAVES FLOWERING TEA™ SET
This all-in-one set provides the finest 5
Flowering teas™- handsewn tea leaves and
flowers that blossom when steeped. It also
includes a 16 oz. glass teapot for a unique
and affordable gift. Contains: Starlight Rose,
Dragon Lily, Lavender Dream, Sunset Oolong
and Golden Jasmine. Teas may be steeped up to 3 times each
for 15 pots of tea.
WORLD OF TEA COLLECTION
We invite you to celebrate people,
planet and pure tea with an array
of flavors that will take you on
a journey of tea tastes and their
history within different cultures.
This collection includes 45 organic
tea bags (with 5 tea bags each of
9 different blends) representing
iconic tastes from around the
world, including Breakfast Blend (England), Golden Chai
(India), Jasmine Green (China), and more.
ARTISAN’S TEA BLENDING
KIT This inspired Numi gift set
invites tea connoisseurs and
beginners alike to create their
own tea blends. Packaged in
a reusable craft box, this kit
contains a total of 10 teas,
herbs, fruits, flowers and spices, plus tea sacs and a glass
teapot. The Artisan’s Tea Blending Kit makes for a truly
unique gift and provides a wonderful and personal tea
experience.
PU•ERH
TEA
COLLECTION
A
premium
sampling
of
Numi’s
innovative, artisanal and delicious
organic pu•erh teas featured in a
sustainable bamboo box. This is a
unique gift for the discerning and
adventurous tea drinker, featuring
indulgent and exotic tastes.
FROM TEA GARDEN TO TEA CUP: A DIFFERENT KIND OF BUSINESS
In all company initiatives, Numi Organic Tea strives to foster a
healthy, thriving global community while offering the purest,
best-tasting organic tea. Numi is a founding B Corporation, and
operates on a quadruple-bottom-line model founded on four
basic principles: people, planet, product and profits. In its efforts
to become a standard-bearer of sustainability in the tea industry,
Numi enacts these principles through responsible packaging,
organics and sustainable agriculture, sustainable business
operations, and social responsibility.
By supporting organic agriculture, paying an above average wage
and buying tea through socially certified farms, Numi Organic
Tea has provided health care, housing and/or land on which to
build and farm as well as a chemical and pesticide-free work
environment to farmers and farm workers around the world.
ORGANIC AGRICULTURE
Numi Organic Tea is committed to sourcing USDA Certified
Organic teas and herbs. Conventional tea growing and processing
exposes workers to harmful chemicals, which are sprayed directly
onto the tea leaves. All of Numi’s teas and teasans are USDA
Certified Organic, Kosher and Halal.
SOCIAL RESPONSIBILITY
Numi is highly committed to ethical sourcing that supports the
rights and livelihoods of farmers and farm workers. Numi works
with Fair Trade USA to source as many Fair Trade Certified™
products as are currently available within Numi’s innovation and
quality standards. Numi began purchasing Fair Trade Certified™
teas in April 2005 and is now the top importer of Fair Trade
Certified™ tea to the U.S. Since that time, the company has
purchased over 1,166,206 pounds of tea from 17 different Fair
Trade tea estates in six countries resulting in more than $368,179
in community development premiums benefitting tea workers all
over the world. In 2011, Fair Trade USA named Numi the largest
brand purchaser of Fair Trade Certified™ teas in North America
for 2010.
In February of 2013, Numi launched its new Fair Labor Practices
(FLP) program, a proprietary verification focused on continuous
improvement of labor and workplace conditions throughout
Numi’s entire foreign supply chain. SCS Global Services is the
program’s third-party auditor. Numi has been utilizing the FLP
program for more than four years and it has been the brand’s
playbook for perpetual improvement and positive change within
multiple supply chains in China. In 2013 Numi had all six organic puerh tea blends, the Pu-erh Tea Collection gift set, High Mountain
Black Brewed Iced Tea and Chinese Breakfast tea Verified Fair
Labor™.
COMMUNITEA
Numi places a strong emphasis on community both locally in
Oakland, California, and abroad in its tea growing communities.
Numi co-packs its assorted boxes and Gift Packs with the nonprofit organization, Community Gatepath: Turning Disabilities Into
Possibilities. Their mission is to “enable children and adults with
disabilities to achieve their full potential in health and work, and
to live as fully integrated members of the community.” For each
dollar of business Numi gives to Community Gatepath, the state
of California matches that dollar to support their programs.
Numi gives employees four paid volunteer hours per month to
volunteer in one of four areas: the environment, food (such as
promoting organics), social services, and education. The company
also organizes a half-day volunteer event for a local non-profit
each quarter. In April of 2013, Numi adopted a local beach in
Oakland to clean up and beautify throughout the year as a team.
A high percentage of Numi’s handmade bamboo gift and
packaging items are assembled by women. With the option
of working from home, these women are able to care for their
children and household while still earning income from bamboo
handicraft production.
SUSTAINABILITY
All of Numi’s packaging materials are biodegradable and/or
recyclable, and its retail products are cello-wrap free. More than
95% of Numi’s packaging materials incorporate the use of postconsumer waste or bamboo. In the village of Guangxi, China,
bamboo producers converted from using petroleum-based
lacquer to using 100% natural lacquer in 2004. In 2007, Numi
switched to soy-based inks for the printing of its retail cartons and
other printed materials. Numi also reduced its overall packaging
materials by 50 percent by replacing foil with a metalized white
lining in its tea bag overwrap. Utilizing 100 percent post-consumer
waste paper has reduced Numi’s landfill usage by more than 82
thousand pounds annually.
NON-GMO
All of Numi’s teas are Non-GMO Project Verified. The Non-GMO
Project is a non-profit organization which offers third party
verification and labeling for Non-GMO food and products. In
addition to its teas, Numi was also the first company to have its
tea bags verified by the Non-GMO Project by choice (currently
only tea ingredients are required for tea companies seeking
the verification). Numi strongly believes that since tea bags are
submerged in hot water along with tea before consumption, it is
important that tea and tea bags are Non-GMO Project Verified.
These values are the reason Numi has avoided the “see-through”
bag trend in the tea industry; most silky tea bags are made from
either GMO corn PLA (polyactic acid), or synthetic nylon. Numi’s
tea bags are compostable and made from Manila hemp cellulose.
They are oxygen whitened and the tag is made from 100% recycled
material and soy-based inks.
ECO-AUDIT
Numi’s Eco Responsibility Audit, located on the bottom of each
of Numi’s cardboard tea boxes, is made using the Environmental
Paper Network’s Paper Calculator.
ECO -RESPONSIBILITY AUDIT
Through thoughtful choices, Numi annually conserves:
Trees
Saved
Landfill
Reduced (lbs.)
Energy
Reduced
(000) BTU
Water
Reduced
(gallons)
Net
Greenhouse
Emissions
6,956
447,392
3,683 million
3,119,468
629,145
Environmental impact estimates were made using the Environmental Paper Network Calculator.
For more information visit http://www.papercalculator.org
NUMI STORY
After spending many
years apart traveling
the
world
and
pursuing interests in
art, brother and sister
Ahmed
and
Reem
Rahim met up during
a family vacation to
the Grand Canyon and
discussed starting a
tea business. Ahmed
had been living abroad
and had owned and
operated
teahouses
in Europe while Reem
had been studying art
in Northern California.
They wanted to create
an entity that would encompass each of their passions. In
1999, after observing that competing brands in the U.S.
tea market differed little from one another in quality,
consistency, and selection, they created Numi in a tiny 750
square foot apartment in Oakland, CA. Inspired by art and
exotic teas, Reem and Ahmed created a company whose
hallmark is super-premium, organic and Fair Labor teas
and herbal teasans made with 100% real ingredients.
NUMI MEANS...
Numi is named after the Middle Eastern dried lime teasan
that Ahmed and Reem drank as children in Iraq (Numi
means citrus in Arabic). Traditionally harvested and dried
in the hot desert sun, this rare dried lime is steeped in hot
water and has been enjoyed as a tea for centuries. Numi
has a distinct, tart citrus flavor and is an oasis of health.
While the tea inspired both the creation and naming of the
company, Numi has come across several more meanings
from around the world for these two resonant syllables.
• In Shaman lore, Num is the chief celestial spirit;
Num has also been referred to as an ecstatic state.
• Numi in Latin refers to a collector of coins.
• In Hindi, Numi means taste or fragrance.
• In Chinese, Numi means sticky rice.
• Fans who love Numi Tea have also named their loved
ones after our company. We know of a baby Dutch boy
named Numi and a few puppies and kittens named
Numi.
DRY DESERT LIME™
Reviving citrus pleasure
FOUNDING OWNERS’ BIOGRAPHIES
REEM HASSANI
AHMED RAHIM
Chief Brand Officer
CEO
The Artist
Reem Hassani is Co-Founder
and Chief Brand Officer
of Numi Organic Tea. She
started
Numi
with
her
brother 15 years ago with
the idea to import a tea
they drank as children called
Numi from their native Iraq.
Numi has become the largest
organic, fair trade specialty
tea company in the country
and one of the fastest
growing tea companies in
the industry.
Reem oversees Numi’s brand identity, including all
packaging design, brand voice and marketing. An artist
by trade, Reem’s original artwork has been a major
inspiration for Numi’s brand vision. Along with her brother,
Reem is a co-creator and contributor to Numi’s green and
sustainable values, including the initiation of Numi’s nonprofit foundation and the social and environmental causes
it supports.
After earning her B.S. in Biomedical Engineering from
Case Western Reserve University, Reem shifted disciplines
and went on to pursue a Diploma d’Arte in Drawing and
Painting from Lorenzo di Medici Art Institute in Florence,
Italy and then a M.F.A. from John F. Kennedy University in
the department of Arts & Consciousness Studies. Reem
continues to create art in her studio in Petaluma, California,
is a proud step-mom and is fluent in English, Italian, Spanish,
and Arabic.
The Alchemist
Ahmed Rahim is the cofounder, CEO and Chief
Alchemist
behind
Numi
Organic Tea. Ahmed is
responsible for all of the
unique Numi blends and
products that the company
launches every year. Before
starting NUMI in 1999 in
Oakland, California with his
sister, Reem, Ahmed studied
Theater & Psychology in New
York City. He then spent a
decade living, working and
traveling throughout Europe as a professional filmmaker and
photographer. Ahmed’s focus was fashion photography and
abstract art through the visual mystery of light and nature. He
also made short films and documentaries.
At Numi, Ahmed travels to remote regions of the world
seeking unique herbs and teas unknown in the United States.
He travels to China, India, Africa, South America and other
herb and tea-growing countries building partnerships with
farmers and learning about their cultures and communities.
Numi has developed meaningful partnerships based on mutual
gratitude, and has proudly been involved in sponsoring schools,
hospitals, community centers, road construction and other
needs to improve living standards in farming communities.
Since 2009, Ahmed and his sister Reem have been evolving
their vision for Numi through the NUMI Foundation, with
initiatives that focus on acknowledging and addressing the
challenges within inner city Oakland; from education to health
and nutrition. With the support of committed local Bay Area
community members, Ahmed and Reem are focused on a key
initiative called ACTION (A Creative Transformation In Our
Community). ACTION leverages the work of thousands of
organizations around the bay area to lift up Oakland through
O’Days: volunteer project days that encourage action with
positive and nurturing themes.
Ahmed sits on various boards and works with many non-profit
organizations to focus on infusing art and nature into inner city
communities, and mentors for-profit companies on enhancing
their growth and sustainability goals. In 2011, Ahmed helped
launch the nation’s first Waldorf-inspired multi-lingual, multicultural K-4 charter school: Community School for Creative
Education. The NUMI Foundation developed curriculums
for the school of 110 students, infusing art and nature with
experiential learning.
Ahmed’s core goal is to be of service to those focused on
caring for their community and creating positive change for
our environment.
TRAVELS & TRANSFORMATIONS: The History of Numi Organic Tea
1999
Brother and sister team Ahmed and Reem Rahim create Numi Tea in a 750-square-foot
apartment in Oakland, California. They launch 28 bagged and loose tea products, including
Rooibos, Honeybush and Dry Desert Lime™ (the company’s namesake), which they
introduce to the U.S. market.
2000
The first floor of Ahmed Rahim’s 1250-square-foot home becomes Numi’s new headquarters.
2001
Ahmed and Reem move Numi to their first 5,000-square-foot warehouse, near the Oakland airport.
2002
Numi Tea launches five new flavors, including a revolutionary Aged Earl Grey™ scented with real bergamot oranges.
2003
Numi converts all of its teas to USDA Certified Organic and makes that an official commitment.
They re-brand the company as Numi Organic Tea.
2004
Numi Organic Tea takes the tea world by storm with the introduction of Flowering
Tea™ to the US market. Numi relocates to a 25,000-square-foot warehouse in
Oakland near Jack London Square.
2005
2006
2008
2011
2011
2012
2013
2013
2013
2014
Numi wins several awards for packaging and innovation for the Flowering
Teas, including a “Gold Medal” for Outstanding Food Gift Set from the National
Association for the Specialty Food Trade (NASFT).
New tea flavors are added to the Numi lineup: White Rose, Toasted Rice, Decaf
Ginger Lemon, and Decaf Black Vanilla.
Numi introduces a revolutionary new tea category: organic Pu-erh.
• Inc. Magazine’s “Inner City 5000” names Numi Organic Tea among the
Fastest Growing Private Companies in America.
• Numi converts its Flowering Tea line to USDA Certified Organic.
Numi is named the largest brand purchaser of Fair Trade Certified™ teas in North America for 2010.
Numi Organic Tea makes a bold move to give a fresh, new face to its entire
packaging line.
Numi adds five artisanal blends of organic Pu-erh to its lineup: Chocolate Pu-erh, Basil Mint
Pu-erh, Ginger Pu-erh, Jasmine Pu-erh and Cardamom Pu-erh.
Numi launches an innovative new line of Savory Teas in the following blends: Tomato Mint,
Carrot Curry, Fennel Spice, Spinach Chive, Broccoli Cilantro, Beet Cabbage and a Garden
Sampler pack of all six blends.
Numi launches its Fair Labor Practices (FLP) program; a ground-breaking new third-party
verification system for Numi’s oversees supply chains.
Numi launches its new line, Indulgent Tea, a collection of chocolate teas that include
Chocolate Rooibos, Chocolate Earl Grey, Chocolate Mint and Chocolate Spice.
PRODUCT AWARDS
2013
Editor’s Choice Award
Numi Savory Tea®
SupplySide West
2008 Best New Educational Training Product
Journey Into Flowering Tea video
Specialty Coffee Association of America
1st Place, Pu-erh Tea Category
Numi Emperor’s Pu-erh
North American Tea Championship
2006 Best Flavored Iced Tea
Brrrgamot Black Iced Tea, World Tea Expo
1st Place, Pu-erh Blended/Flavored Tea Category
Numi Chocolate Pu-erh
North American Tea Championship
NEXTY Nominee
Numi Organic Savory Tea®
New Hope 360
2011
First Place, Ready to Drink Black Tea
Numi Organic Earl Grey Pu•erh Tea
North American Tea Championship
2010
Gold Medal, Beverage Category
Numi Organic Bottled Pu·erh Tea, Best of Expo
Best Commercially Brewed Tea
Brrrgamot Black Iced Tea, World Tea Expo
2005 Outstanding Food Gift, “Gold Medal”
Bamboo Flowering Tea™ Gift Set
NASFT- The National Association for the
Specialty Food Trade
2004 Most Innovative Product
Flowering Tea™
Natural Products Expo
Best Packaging
Flowering Tea™
Natural Products Expo
GREEN & COMMUNITY AWARDS
2013
100 Cleanest Packaged Food Awards
Prevention Magazine
2009
WRAP Award Recipient
Waste Reduction Awards Program of CA
2012
Most Sustainable Medium Business - Nominee
International Green Awards
CoolCalifornia Small Business of the Year Award
California Air Resources Board
2011
WRAP Award Recipient
Waste Reduction Awards Program of CA
2008 WRAP Award Recipient
Waste Reduction Awards Program of CA
2010
Acterra Award for Sustainability
Small Company
Acterra Business Environmental Awards
2007 Impact Award
Inner City Advisors (ICA)
Responsible Packaging Award
Food Trade Sustainability Leadership Association (FTSLA) WRAP Award Recipient
Waste Reduction Awards Program of CA
2006 WRAP of the Year
Waste Reduction Awards Program of CA
2005
WRAP Award Recipient
Waste Reduction Awards Program of CA
COMPANY AWARDS
2013
Employer of the Year
Community Gatepath
2008
#25, Fast 50
East Bay Business Times
2011
Largest Brand Importer of Fair Trade Certified™ Teas North America
Fair Trade USA
#75, 100 Fastest Growing
San Francisco Business Times
2009
#3285 Fastest Growing Private Companies in America Inc. Magazine Inner 5000
Socially Responsible Business Award
Socially Responsible Business Awards
2008
Small Business of the Year
Oakland Chamber of Commerce
#2,048 Fastest Growing Private Companies in America
Inc. Magazine Inner City 5000
#24 Fastest Growing Inner-City Companies in America
Inc. Magazine Inner City 100
Top Minority Owned Companies
East Bay Business Times
2007 35th Fastest Growing Company between 2004-2006
San Francisco Business Times
#16, 50 Fastest Growing Private Companies List
East Bay Business Times
#1,344 Fastest Growing Private Companies in America
Inc. Magazine Inner City 5000
#24, Fastest Growing Inner-City Companies in America Inc. Magazine Inner City 100