As far as big-name tea brands, Numi is a leader in sustainability and commercial accountability. The brand ranks in the top 10 of all grocery tea brands, not just natural, according to natural industry research firm SPINS, and has spearheaded several wide-ranging initiatives promoting organic produce, carbon neutrality, and more.
Numi was founded in 1999 in Oakland, Calif., by brother/sister duo Ahmed Rahim and Reem Hassani, who immigrated with their parents to the U.S. from Baghdad in 1971. The roots of the company are in their love of tea and a desire to promote community, hospitality, and previously-unknown flavors stateside.
As the company turns 21, Rahim, 53, and Hassani, 55, are guiding Numi through the pandemic not only as business owners, but during a time of a larger immigration debate here in America.
Penta caught up with both by phone to learn more about how Numi shifted business over the last year and how their response evolved along with the national conversation about politics, social issues, and acceptance…