Numi Organic Tea: Reem Hassani and Ahmed Rahim
Reem Hassani and Ahmed Rahim, co-founders of Numi Organic Tea, recount launching their premium loose-leaf tea brand in 1999 from Reem’s 600-square-foot Oakland apartment. They detail the challenges of sourcing Fair Trade ingredients, navigating FDA regulations, and securing initial funding through their father’s home equity. The episode covers their strategic decision to reject an acquisition offer from Haynes Celestial, the pressure from investors to scale rapidly, and their eventual success as a privately held B Corporation selling tens of millions of dollars in organic tea annually.