NUMI MISSIONNumi’s mission is to be the most innovative tea company in the world, dedicated to quality, sustainable values and a commitment to community.

NUMI VISIONNumi’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 PROMISEThrough authenticity, creativity, and commitment to people and planet, we bring you the purest, best tasting organic tea.

CELEBRATING PEOPLE, PLANET AND PURE TEA PEOPLENumi 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.

PLANETNumi 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, filter-paper 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 TEANumi 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 award-winning product line. Numi lets nature speak for itself.

NUMI FLAVORSNumi 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.

NUMI ORGANIC TEA

AGED EARL GREY™

Assam black tea aged with real bergamot orange

GOLDEN CHAI™ Assam black tea & sultry spices

BREAKFAST BLEND

Rich hearty blend of black teas

CHINESE BREAKFAST™ Full-bodied Yunnan black tea

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 TEAIt 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

BLACK TEABlack 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.

NUMI’S TOP BLACK TEAS

WHITE TEAWhite 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.

NUMI’S TOP WHITE TEAS

HERBAL TEASANSTea 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

MEDIA FACT SHEET: TEA GUIDE

WHITE ROSE

White tea & fragrant rose buds

ORANGE SPICE

White tea, real orange peel & spice

GUNPOWDER GREEN Full leaf smooth green tea pearls

MATÉ LEMON

Yerba Maté, green tea, & lemon myrtle

TOASTED RICE

Nutty & savory smooth green tea & toasted rice

DECAF GINGER LEMON

Decaf green tea, ginger, & lemongrass

ROOIBOS

Earthy vanilla South African healer

MOROCCAN MINT

Refreshing sweet mint leaves

ROOIBOS CHAI

Warming spices & earthy vanilla tones

CHAMOMILE LEMON

Sweet flowers & bright lemon myrtle leaves

PU•ERH TEASPu•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

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

MEDIA FACT SHEET: TEA GUIDE

INDULGENT TEAIndulgent 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 PU•ERH

Velvety & smooth

CARDAMOM PU•ERH

Sweet, aromatic & spicy

EMPEROR’S PU•ERH

Bold, rich & malty

GINGER PU•ERH

Earthy, warm & peppery

CARROT CURRY

Curry & ginger envelop sweet carrots

TOMATO MINT

Bright infusion of tomato & mint

FENNEL SPICE

Crisp fennel is finished with orange peel

SPINACH CHIVE

Spinach greens balance citrus notes

CHOCOLATE ROOIBOS

Smooth vanilla notes

CHOCOLATE MINT

Bright sweetness accents cacao

CHOCOLATE

EARL GREY

Rich cacao with citrus highlights

CHOCOLATE SPICE

Rich in exotic chai spices

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.

MEDIA FACT SHEET: INDULGENT TEA

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.

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 veggie-spice-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 Non-GMO.

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-to-prepare 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.

MEDIA FACT SHEET: SAVORY TEA®

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.

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 old-growth, 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.

MEDIA FACT SHEET: PU·ERH

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 jasmine-scented 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.

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.

MEDIA FACT SHEET: TEA GIFTS

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 AGRICULTURENumi 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 RESPONSIBILITYNumi 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 pu-erh tea blends, the Pu-erh Tea Collection gift set, High Mountain Black Brewed Iced Tea and Chinese Breakfast tea Verified Fair Labor™.

COMMUNITEANumi 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 non-profit 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.

SUSTAINABILITYAll 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 post-consumer 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-GMOAll 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.

FROM TEA GARDEN TO TEA CUP: A DIFFERENT KIND OF BUSINESS

Through thoughtful choices, Numi annually conserves: ECO-RESPONSIBILITY AUDIT

Trees Saved

6,956

Landfill

Reduced (lbs.)

447,392

Energy Reduced

(000) BTU

3,683 million

Water Reduced (gallons)

3,119,468

Net Greenhouse Emissions

629,145

Environmental impact estimates were made using the Environmental Paper Network Calculator. For more information visit http://www.papercalculator.org

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.

NUMI STORY

DRY DESERT LIME™

Reviving citrus pleasure

REEM HASSANIThe ArtistChief Brand Officer

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 non-profit 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.

AHMED RAHIMThe AlchemistCEO

Ahmed Rahim is the co-founder, 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, multi-cultural 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.

FOUNDING OWNERS’ BIOGRAPHIES

2013

2013

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.

2000

1999

2012

2002

2003

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.

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.

2004Numi 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.

Numi Tea launches five new flavors, including a revolutionary Aged Earl Grey™ scented with real bergamot oranges.

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.

New tea flavors are added to the Numi lineup: White Rose, Toasted Rice, Decaf Ginger Lemon, and Decaf Black Vanilla.

2005Numi 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).

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.

2008

Numi is named the largest brand purchaser of Fair Trade Certified™ teas in North America for 2010.2011

Numi Organic Tea makes a bold move to give a fresh, new face to its entire packaging line.

2011

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.

2013

2014

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.

2006

TRAVELS & TRANSFORMATIONS: The History of Numi Organic Tea

PRODUCT AWARDS

2013 Editor’s Choice Award Numi Savory Tea® SupplySide West

1st Place, Pu-erh Tea Category Numi Emperor’s Pu-erh North American Tea Championship

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

2008 Best New Educational Training Product Journey Into Flowering Tea video Specialty Coffee Association of America

2006 Best Flavored Iced Tea Brrrgamot Black Iced Tea, World Tea 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

2013 100 Cleanest Packaged Food Awards Prevention Magazine

2012 Most Sustainable Medium Business - Nominee International Green Awards

2011 WRAP Award Recipient Waste Reduction Awards Program of CA

2010 Acterra Award for Sustainability Small Company Acterra Business Environmental Awards

Responsible Packaging Award Food Trade Sustainability Leadership Association (FTSLA) WRAP Award Recipient Waste Reduction Awards Program of CA

2009 WRAP Award Recipient Waste Reduction Awards Program of CA

CoolCalifornia Small Business of the Year Award California Air Resources Board

2008 WRAP Award Recipient Waste Reduction Awards Program of CA

2007 Impact Award Inner City Advisors (ICA)

2006 WRAP of the Year Waste Reduction Awards Program of CA

2005 WRAP Award Recipient Waste Reduction Awards Program of CA

GREEN & COMMUNITY AWARDS

2013 Employer of the Year Community Gatepath

2011 Largest Brand Importer of Fair Trade Certified™ Teas - North America Fair Trade USA

2009 #3285 Fastest Growing Private Companies in America Inc. Magazine Inner 5000

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

2008 #25, Fast 50 East Bay Business Times

#75, 100 Fastest Growing San Francisco Business Times

Socially Responsible Business Award Socially Responsible Business Awards

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

COMPANY AWARDS