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NUMI-What's Steeping? ISSUE 3, SPRING 2013


What's Steeping? All of us at Numi Organic Tea would like to wish you a very happy new year. We ended 2012 on a high note with unprecedented pu•erh sales, exciting new gift items like the Artisan’s Tea Blending Kit and features in major media publications! Things are only getting more exciting in 2013. We look forward to sharing many new product innovations as well as updates on our journeys in sustainability with you in the coming year. We are delighted to start by sharing the latest Numi happenings with you in this third issue of What’s Steeping? Savory Tea™ - Numi’s latest innovation is the most groundbreaking tea to hit the market. These nourishing vegetable-spice-tea blends are paving the way for an entirely new tea category.

Our journey to China to visit our bamboo supplier who provides us with all the boxes for our beautiful gift sets. Pu•erh to the People - excitement continues to grow over our line of artisanal pu•erh tea blends and we’re delighted to share some rave reviews from our passionate customers. There is a Chinese proverb that says “the journey is the reward,” and we couldn’t agree more. Thank you for your continued support and enthusiasm for Numi Organic Tea. It is a joy to partner with you. Sincerely,



Hello Partners, Friends and Family,


Co-Founders Ahmed and Reem Rahim



Food and Wine Magazine Our Artisan’s Tea Blending Kit is an object of obsession for many—including the editors of Food and Wine Magazine, who chose it as one of their Editors’ Top Ten!

February 2013

San Francisco Chronicle The Chronicle also gave Numi’s Artisan’s Tea Blending Kit a nod—with a full-page feature in the It’s Time To Wrap It Up gift guide!

INSTYLE Staying healthy during the holiday season can be a challenge. That’s why InStyle Magazine recommended its readers skip the holiday chocolate and satisfy their cravings with our Chocolate Pu•erh instead.


December 16, 2012

NUMI-What's Steeping? ISSUE 3, SPRING 2013

Mother Earth Living The Mother Earth Living editors each shared their individual picks for healthful winter brews, and Managing Editor Allison Martin chose to highlight our Moroccan Mint tea because it gives her a “boost during prime productivity hours.”

January/Feburary 2013

InTouch Weekly InTouch Weekly recommended our Indulgent Pu•erh Tea Collection in their 2013 Valentine’s Day Gift Guide and listed Jennifer Nettles, Jennifer Aniston, and Gwyneth Paltrow among celebrity fans of pu•erh tea.





Nourishing vegetable, spice and tea infusions

Introducing Numi’s groundbreaking new product line! 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 Savory Tea can be enjoyed a number of ways: As a satisfying snack alternative to hold you over. As a great complement to a light lunch. As a delicious brew for cooking rice or noodles. As a savory way to mix up your tea routine. As a comforting cup when you’re under the weather. As a snack on your next hike or camping trip. As a great companion at your desk or on the road. As a tasty addition to your next cleanse. As a perfect pairing to a snack, like cheese and crackers.


NUMI-What's Steeping? ISSUE 3, SPRING 2013


The Art of Teasing the Palate A look at Numi’s latest innovation, Savory Tea, and the creative synergy that co-founders Ahmed and Reem bring to this exciting new product.

TOMATO MINT #16004 (12 ct) Bright infusion of tomato and mint.

CARROT CURRY #16002 (12 ct) Curry and ginger envelop sweet carrots.

SPINACH CHIVE #16005 (12 ct) Spinach greens balance citrus notes.

FENNEL SPICE #16006 (12 ct) Crisp fennel is finished with orange peel.

BROCCOLI CILANTRO #16003 (12 ct) Hearty broccoli is accented by bright cilantro.

BEET CABBAGE #16001 (12 ct) Buttery blend of beets, cabbage and apple.

GARDEN SAMPLER #16110 (12 ct) Cornucopia of six savory blends.



WINTER FANCY FOOD SHOW Numi’s booth was the hit of the Winter Fancy Food Show in San Francisco. We were surrounded by curious and excited event-goers all day and had a lot of fun watching peoples’ delighted reactions to our innovative new teas.

Handing savory samples to people passing by outside the expo center.

Getting ready to share some Savory Tea!

Wrapping up the day with an afternoon treat for event attendees: Savory Tea cocktails! (Stay tuned for recipes for our Carrot Curry Punch and Fennel Spice Martini!)

Join us at Expo West Join us in Anaheim, CA between March 8-11th for Expo West. We’ll be sampling our new Savory Teas at booth #2527 in Hall C between 10am and 6pm on Friday and Saturday, and between 10am and 4pm on Sunday. If you’re lucky, we just might host another happy hour with Savory Tea cocktails! We’ll keep you posted on Twitter, so follow us at @numitea and use the hashtag #SavoryTea to join the conversation.


usa today

Early Buzz for Savory Tea We barely had a chance to catch our breath after the Winter Fancy Food Show before press mentions of Savory Tea began to roll in! Check out some of the early buzz:

January 23, 2013

We tested the limits of buyers’ tastes at the Winter Fancy Food Show and were named one of “The hottest food trends this year” by USA today.

Huffington Post HuffPost Taste gave it a great review and said to “think of the lightest, subtlest consommé you’ve ever sipped—then add tea.” They also said they’d love to try it with a squeeze of lemon!

newhope 360 “File this under: Don’t knock it until you try it,” said Kelsey Blackwell of NewHope 360 about our Savory teas. She also recommended trying it in a cocktail and sending her the recipe if you do!

sf weekly

SF Weekly said there were dozens of tea exhibitors at the Fancy Food show, “but few broke any new ground,” and that “Numi stole the show with the introduction of a new Savory Tea line.”

Supermarket Guru Supermarket Guru Phil Lempert gave Savory Tea his highest rating of the year—98 points! Watch the video to see why he thinks Savory Tea is a “very cool idea.”



Since our founding in 1999, our quest to offer the highest quality, ethically-sourced tea and teasans have taken us to incredible places where we have met amazing people and forged lifelong partnerships. Each issue of What’s Steeping features a part of one Numi tea’m members travel journal. Numi Tea’m Guest Author: Dailan P. Sun, Quality Assurance & Sourcing Manager Locale: Guangxi, China


er prop w to oxes o h ing mboo b arn n le t the ba a l i Da ec insp

Last May, the Numi Operations team met with suppliers and partners in China to review projects for the upcoming year. One of our key stops was a visit to our Bamboo supplier in the small village of Guanxi, China.


rescue team The bamboo

We met the factory owner’s family and the workers, and received lessons in the processing of bamboo. We also helped the factory workers move all the bamboo boxes to a storeroom just before a sudden rain!

NUMI-What's Steeping? ISSUE 3, SPRING 2013


me s ho in hi a e rt s fo ed u t i v n i ker wor This A beautifu l

bamboo fore st

Bamboo grows abundantly on the riverbank in Guangxi. After being cut, it will grow again to more than 10 meters tall in less than two years!

We met many wonderful people who work in the bamboo forest on this trip, and are very proud that our bamboo production now employs an entire community.




Taste it. Feel it. Share it. We’re as enamored as ever with pu•erh, the ancient healing tea, and we’re inviting tea enthusiasts everywhere to tell us how they enjoy this mysteriously wonderful tea. Featured Facebook testimonials will receive two FREE Pu•erh Mini Samplers – one for them and one to share with a friend. Join our Facebook community and help us bring Pu•erh to the People!

What are people saying?

COMMUNI'TEA NUMI-What's Steeping? ISSUE 3, SPRING 2013

Pure Tea Pic of the Month! This issue’s Facebook Pure Tea Pic comes from Nicole Pinkston, who shared some lovely tea inspiration on our wall in January.

Send your Pure Tea Pics to and if yours is posted we'll send you a free box of tea!

Tea Moments on Camera Follow us on Instagram (username: @numiorganictea) to see all the lovely #TeaMoments we capture inside and outside of our tea garden, and share your own with us!


What's Steeping 2013 Spring Edition  
What's Steeping 2013 Spring Edition  

The third issue of “What’s Steeping?” – Numi’s newsletter for our closest partners. In this issue we introduce our new Savory Teas, make a s...