Numi Tea’s Ahmed Rahim

Ahmed Rahim, co-founder of Numi Tea, talks about sustainability, the quest for the purest ingredients and the art of blending fine teas.

Did you always know you wanted to be in the food business?           

Not really. In college I double majored in theater and psychology and then worked in the arts and had a photography business. But, eventually I went on to open several teahouses in Europe and that’s where I really learned about tea.

Where did the name Numi come from?

It is the name of a citrus lime that was made into a drink of hospitality from our home country of Iraq. But we later found out that it has meaning in many other languages and cultures. In Latin it means supernatural and for the aborigines, an alternative trance state.

You founded the company with your sister, Reem. What is your role there?

I do the tea blends myself. I always had a fondness for cooking and mixing herbs and spices but I also think that my artistic background and learning how to blend different colors helped me understand how one thing works with another to make the perfect combination.  

What do you think makes your teas so popular?

We have a commitment to the authenticity of teas and herbs. We use real ingredients—real fruits, flowers, herbs and spices—without mixing in any types of oils or flavorings. Our ingredients come from all over the world including China, India, Sri Lanka, Taiwan, Japan, South Africa, Morocco, Australia and Egypt. I also think that our overall 360 degree commitment to sustainable values and community comes through. For example, we support the farmers in our supply chain by helping them with housing, education, computers through the various organizations we support. In Oakland we are supporting an effort to help young children learn about art in the schools and are about to begin a carbon offset tree planting program.  

You recently launched your Puerh tea line, which had previously never been sold in the U.S. Did you consider that a risk?

Innovation is key for us and we wanted to introduce something that the American public hadn’t seen or tasted before. Puerh tea has been around for thousands of years and is known for its powerful antioxidants and other strong health benefits. It has a sixty-day fermentation process that creates a robust taste and it can be aged for dozens and dozens of years and just gets better. The line includes bags, bricks and bottles and has been doing very well.

As someone who loves food, if you knew it were your last meal, what would you eat?

I would go with a soft cheese like Sainte-André, crackers made with walnuts, figs and olive oil, spicy Greek olives and a spicy red wine like an exotic Syrah. –Susan Segrest