Pioneering Tea Firm Marks 20 Years with New Imaginative and prescient

Ahmed Rahim

Twenty years in the past, siblings Ahmed Rahim and Reem Rahim Hassani launched Numi Natural Tea out of a tiny Oakland, Calif. house. Their first providing was a dried lime tisane, which they drank as kids in Baghdad, Iraq earlier than their household emigrated to the U.S.

They showcased the product at a global reward present in San Francisco. The corporate did $1 million in enterprise that first yr and Numi hasn’t slowed down since. Progressive product introductions and a continued dedication to honest commerce practices, sustainable farming, and biodegradable packaging have saved the corporate within the trade forefront, and that preliminary $1 million in gross sales has skyrocketed. Ahmed Rahim spoke to World Tea Information about reaching an organization milestone, and what’s subsequent for Numi.

From Strictly Tea to Wellness Model

years is a era,”
mentioned Rahim. “We’ve pioneered new and distinctive substances, and we’re
the most important model purchaser of Honest Commerce Licensed teas within the U.S.” Now,
he says, Numi is “pushing
as a way to refresh its mission. It should
finally launch a bevy of latest merchandise, a few of that are tea-based, and a few
of which aren’t, as a transfer to broaden the corporate right into a “wellness” model. Later this yr, for instance, Numi will launch a line of “Each day Tremendous Photographs,” a few of which
will function natural teas, together with matcha, mixed with herbs, fruits,
roots, spices, and “tremendous
mushrooms.” Others will
include neither natural nor camellia sinensis teas.

(Photograph courtesy of Numi Natural Tea)

Rahim describes this course of as “getting out from below the lampshade
into the daylight.”
He reassures prospects that Numi will
retain its dedication to natural substances, however each new and older merchandise
will likely be given new packaging, and advertising and marketing will mirror Numi’s success with Millennials, and the
growing calls for for drinks and meals that promote a wholesome way of life.
Numi is the featured model in lots of Silicon Valley tech workplaces, Rahim famous, as
nicely as in Bay Space college meals halls. The corporate each pays consideration to
developments and creates them, he mentioned.

Although he couldn’t go into element at
the time of the interview, Rahim indicated that new agreements would additionally enable
Numi merchandise for use in collaboration with companions who preserve the identical
values and commitments his firm does.

Not Why however

Rahim regards questions on why
firms must be a part of the battle in opposition to local weather change, and a part of the honest
commerce motion, as being “very
20th century. We’ve no alternative now. It’s a query of how we have interaction at this level.”

Numi is an authorized “B-Corp,” firm, acknowledged
for its company dedication to social and environmental advantages, and was
chosen as a B-Corp “champions” model. 

helped discovered OSC2 eight years in the past, a bunch of CEOs dedicated to
targets like Numi’s. The acronym
stands for “One Step Nearer to
an Natural and Sustainable Group.”
Now 40 core CEOs meet month-to-month to collaborate on practices designed to avoid wasting the
planet. This features a “packaging
collaborative,” launched seven
years in the past, that promotes much less packaging and plastic-free, compostable, non-GMO

Numi’s personal tea bins are
product of 85% post-consumer waste, printed with soy-based inks and will not be
shrink-wrapped in plastic. The corporate’s
line, launched three years in the past for high-end eating places and accommodations, makes use of
hand-sewn cotton sachets as an alternative of GMO corn or plastic “silky” tea sachets.

“local weather
collaborative” now consists of 420
firms together with multi-billion-dollar mega-corporations reminiscent of Unilever. “Firms create
a lot of the waste,” Rahim mentioned, “and we should take
the lead and duty for fixing the issues of waste.”

new collaborative, known as “JEDI” (“Justice, Fairness,
Variety, Inclusion”) is within the course of
of being shaped now with seven pilot firms, Rahim mentioned, and can give attention to
employment practices and developments, in addition to board membership.


immigrants themselves, the Rahims had been decided from Numi’s founding that
everybody concerned with the corporate could be handled pretty. This turned a
dedication to honest commerce/honest labor practices now embracing the “16,000-17,000 farms
in 30 nations” Numi sources from together with
farmers in China, India, South Africa, Egypt, and Madagascar, Rahim mentioned.

“We got here from an
oppressed society,” he mentioned, “and we work with
among the poorest nations on the planet. [Our partner farmers] are the
heads, hearts, and style buds that create the substances in our merchandise. We
are dedicated to giving them each alternative to succeed.”

A decade in the past, the Rahim and Rahim Hassani created the Numi Basis, which funds the H2OPE program, bringing clear ingesting water to sourcing companions world wide. The inspiration additionally helps to offer college buses, enhanced sanitation, and different providers to among the distant villages Numi farmers inhabit. “We’re exploring serving to to put in solar energy in some locations in India,” mentioned Rahim.

Circle in Oakland

Numi Natural Tea foyer (Photograph courtesy of Numi Natural Tea)

is now remodeling into one of many world’s
most enjoyable cities, however twenty years in the past, the Rahims determined to be a part of its
revitalization. Numi is now in its third Oakland headquarters, a part of an
complete block the corporate helped develop right into a thriving retail, restaurant and enterprise

Numi Basis sponsors three packages in Oakland colleges: an arts initiative,
a social research program that teaches youngsters about their very own heritage, and a really
profitable inner-city gardening program, which not solely exhibits youngsters find out how to develop
greens however helps handle the dearth of recent produce in neighborhood meals

inspired tea trade professionals and firms to be a part of the work
the Numi Basis does domestically and worldwide by serving to crowdsource by means of

factor is for certain: Search for Numi’s
subsequent 20 years to be simply as mold-breaking as its first 20 have been.

Numi Tea


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