Numi Brand Overview
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Transcript of Numi Brand Overview
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Brand Introduction and Marketing
Strategy Overview
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Company Overview
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3
Numi is a labor of love by a brother and
sister. She is the artist and he is the alchemist
behind all of Numis blends. They named their company Numi after a Middle Eastern
dried lime they drank as children.
They launched Numi Organic Tea in 1999 in
Oakland, California after observing that
competing brands differed little from one
another in quality and innovation. Numi
introduced organic herbs such as Rooibos
and Honeybush to the U.S. market, full-leaf
teas in teabags, and all-natural, real
ingredients, without the addition of
natural flavorings. Numi has captured the imagination and palate of tea drinkers ever
since, becoming one of the fastest growing
tea companies in the country.
Founders Story
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Numis Vision, Principles & Promise
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Numis VISION is to inspire well-being of mind, body and spirit through the simple art
of tea.
Our company is rooted in four principles:
balancing a healthy, nurturing PRODUCT
with a commitment to PEOPLE, the PLANET
and PROFITS. In all of our company
initiatives, we strive to serve these principles
in an effort towards a healthy, thriving
global community.
Our PROMISE: Through authenticity,
creativity, and commitment to people and
planet, we bring you the purest best tasting
organic tea.
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Numi - A History of Innovation
Pioneered award winning
Flowering Tea
The first to market with a full
line of Puerh, the ancient healing tea
Introduced the concept of
capturing the scent of real
jasmine flowers for mass
production
The first to bring Rooibos to
the mainstream U.S. market
Recognized for Ground
Breaking Sustainable
Business Practices First to verify tea & tea
bags are NON GMO
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Numi Values
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Celebrating People: We are eclectic individuals who
encourage each other to be ourselves while
celebrating our differences and similarities. We have
a generous spirit and infuse kindness and respect
into all of our interactions.
Nurturing Growth: Numi provides a learning culture
and supportive environment that encourages
personal enrichment and expects professional
growth as we collectively strive for excellence.
Embracing Possibilities: Steeped in innovation, we
are forward-thinking, open-minded and willing to
take risks. Entrepreneurial in our approach, we
embrace promising ideas and creatively realize
them as a Team. Each of us has the responsibility to share our ideas and ask, What if?
Be the Change: We are obligated to create a
positive impact on the planet and our
communiTea. Positive change is achieved through inspiration, transparency and consistency of words
and actions. Our energies are focused on finding
solutions.
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Celebrating People
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Our dedicated team sources directly from fair labor gardens ensuring equitable
wages and opportunities that allow workers
and their families to thrive.
Numi is the leading importer brand of Fair
Trade Teas in the US
Fair Trade programs allow workers vote to
decide how Fair Trade premiums are
invested in their community. Projects
include:
new roads
cooking stoves
mosquito nets
new schools
college scholarships
enhanced maternity benefits
onsite medical staff
life insurance
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Fair Labor Practices
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Fair Labor Practices (FLP) is
Numis own proprietary verification program and
standard for advancing social
responsibility throughout the
entire foreign supply chain.
FLP is a continuous improvement program that focuses on the labor and workplace conditions in the developing regions where Numis agricultural ingredients are grown.
The FLP Program can be applied to any agricultural supply chain around the world, with participants being audited annually by a third party agency for their compliance to the standard.
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Celebrating Planet
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Through thoughtful choices we are committed
to reducing our impact on the planet.
Organic tea cultivation protects the health
of farmers, the planet and you
Natural biodegradable filter-paper tea bags;
not GMO corn or plastic silky bags
Recyclable boxes made of 85% post-consumer
waste, printed with soy-based inks and without
unneeded shrink-wrap
Programs that lower and offset our carbon
emissions including a solar-powered production
facility
Most elements of our packaging can be
recycled or composted!
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Sustainability Breakdown of Numis Tea Bag
Through our commitment to provide the purest, best-tasting tea possible,
Numis teabags were chosen specifically to ensure quality, sustainability and freshness.
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Natural hemp-based biodegradable
filter-paper tea bag that is verified
NON GMO
Tea tags made from 100% recycled
material, printed with soy-based inks. Saves over 1,000 trees annually
Greenhouse Emissions by 90,605 annually
Envelopes made from 72% post-
consumer waste Diverts landfill by 106,423 lbs. annually
Reduces packaging use by 54,022 lbs. annually
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Celebrating Pure Tea
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The Numi Team travels and sources its teas directly from the gardens of origin, ensuring organic practices, freshness and consistency.
Best Tasting Organic Tea:
Premium Organic Teas & Herbs
Real Fruits, Flowers & Spices
No Natural Flavorings or Fragrances
We hand-pick premium organic teas and herbs, blending them with only real fruits, flowers and spices. Nothing Else. Since we use real ingredients and high quality teas & herbs (not tea dust or fannings), there is no need to apply natural flavorings or fragrances to create flavor. We let nature speak for itself.
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Fuller Leaf Bag means Richer Taste
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Numi strives for the quality of loose leaf tea in
a bag
Fuller Leaf ensures a smooth tasting, rich cup
of tea
95% of tea bags contain tea dust or fannings
which quickly release a bitter taste
Full leaf teas steep slowly and evenly, creating
complex profiles
Other full leaf tea bags use a see-through,
mesh material made from GMO corn or
petroleum-based plastic
Numi
Breakfast Blend
Numi
Gunpowder Green
Numi
Jasmine Green
Other
Low Grade Tea
Dust or Fannings
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Tea Leaf Quality Matters
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Whole Leaf Grades Loose Teas Mostly FTGFOP Finest Tippy Golden Flowery Orange Pekoe SFTGFOP Special Finest Tippy Golden Flowery Orange Pekoe TGFOP Tippy Golden Flowery Orange Pekoe GFOP Golden Flowery Orange Pekoe FOP Flowery Orange Pekoe OP Orange Pekoe
Broken Leaf Grades Premium Bagged Teas FP (Flowery Pekoe) is the largest in this section BOP Broken Orange Pekoe BPS Broken Pekoe Souchong TGFBOP Tippy Golden Flowery Broken Orange Pekoe GFBOP Golden Flowery Broken Orange Pekoe BP Broken Pekoe FBOPF Finest Broken Orange Tippy Flowery BT Broken Tea
Fannings Lower Bagged Teas BOPF Broken Orange Pekoe Fannings TGFOF Tippy Golden Flowery Broken GFOF Golden Flowery Orange Fannings FOF Flowery Orange Fannings OF Orange Fannings PF Pekeo Fannings
Dust Tea dust, often swept from the floor D1 Dust PD 1 Pekoe Dust
Best Quality
Low Quality
More often than not, a fuller tea leaf means a
better tasting and higher quality tea.
When describing the size of tea leaves and their
origin, a term called OP, or Orange Pekoe is
used. There are 4 categories that are associated
with the size and strength of tea leaves, often
denoted during the sorting phase of production.
The term Orange Pekoe (pronounced Pea-Koe) has nothing to do with the taste of orange. The term Orange refers to the Dutch
noble House of Orange-Nassau, which brought
tea to Europe during the 18th century.
To be classified as pekoe, the tea must be
composed purely of the flower bud plucked
with two youngest leaves.
Numi uses full leaf quality tea in its tea bags,
Flowering & loose leaf teas premium FOP grade & above leading to a smooth flavor.
The majority of bagged teas on the market are
made with fannings and dust, which release
color and tannins more quickly, leading to a
darker and more bitter tasting cup.
* Note: This rating system is not a current or comprehensive way to categorize tea, it is a general rating system that has continued to be used in some parts of the industry. There are many examples of tea leaves that are big, but not necessarily of the best quality because of its origin, and vice-versa. The best indication of a high quality tea is the garden it is sourced from, the way in which it is processed, and the ingredients that are used to blend with the tea,.
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100% Real Ingredients. Nothing Else.
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We use Real Fruits, Flowers & Spices resulting
in a pure, natural tasting tea
Numis Berry Black ingredients: real organic freeze-dried strawberries and raspberries with smooth Darjeeling black tea
Other teas use natural flavorings to create flavor
Natural flavoring additives sprayed onto teas result in a strong perfumy and cloying after-taste. This is often done to mask poor quality tea & cut costs.
Natural and artificial flavors are made by flavorists in a laboratory by extracting either natural or synthetic chemicals to create flavorings.
Natural flavor*: the essential oil, oleoresin, essence or
extractive, protein hydrolysate, distillate, or any
product of roasting, heating or enzymolysis, which
contains the flavoring constituents derived from a
spice, fruit or fruit juice, vegetable or vegetable juice, edible yeast, herb, bark, bud, root, leaf or similar plant
material whose significant function in food is flavoring rather than nutritional (21CFR101.22).
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Real Fruits, Flowers and Spices the way nature intended
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AGED EARL GREY
We age organic Assam black tea with real
Italian Bergamot for several weeks so the
tea absorbs the orange scent.
JASMINE GREEN
Fragrant organic jasmine flowers are laid
atop organic green tea leaves as the
tea naturally absorbs the flowers scent.
DECAF BLACK VANILLA
Whole, organic vanilla beans are
crushed minutes before blending into
an organic decaffeinated black tea.
ORANGE SPICE WHITE ROSE
We blend real orange peel with
schizandra berries, lemongrass and
a fragrant white tea.
We blend whole organic rose buds with
a smooth and delicate white tea.
Popular flavoring additives
youll find in other teas: Bergamot orange (Earl Grey)
Lemon
Berry
Vanilla
Flowers
Quality food isnt sprayed with flavorings. Why TEA?
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Why Organic is important especially for tea
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Organic teas are cultivated without the use of chemically
synthesized fertilizers, pesticides, or insecticides.
Choosing organic not only preserves our earth's resources and
protects the health of the farmers, but ensures that what is
going into our bodies is 100% natural, made the way nature
intended.
Typically, when non-organic food is purchased, such as
produce, people rinse off the dirt, fertilizers and other
impurities before eating it.
When it comes to tea, leaves go directly into bags
after being picked and processed. Unlike other food
items, tea is not washed prior to consumption.
The first time tea comes into contact with water is in
our own cups, right before we drink it. This means that if
any harmful chemicals are used at the gardens, they
are released in our cups along with the tea flavor.
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2012 International Green Business Award Finalist
2011 First Place, Ready to Drink Flavored Iced Tea
North American Tea Championship
2010 Gold Medal, Beverage Category Numi Organic Bottled Pu-erh Tea, Best of Expo Acterra Business Environmental Awards
Responsible Packaging Award
Waste Reduction Awards Program of CA(winner: 2009, 2008, 2006, 2005) 2009 CoolCalifornia Small Business of the Year Award California Air Resources Board
#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 #25, Fast 50
East Bay Business Times #75, 100 Fastest Growing San Francisco Business Times
2007 Impact Award Inner City Advisors (ICA) #16, 50 Fastest Growing Private Companies List
East Bay Business Times #24, Fastest Growing Inner-City Companies in America Inc. Magazine Inner City 100
2006 Best Flavored Iced 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
Awards Company, Green, Products & Packaging
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Positioning & Distribution
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Numi: Best tasting organic tea infused with sustainable values
Good Better Best
Celebrating
Pure Tea
Teas blended with Natural Flavorings
Organic teas blended with
Natural Flavorings Organic teas blended with 100% Real Ingredients
- Organic Fruits, Flowers & Spices
Celebrating
People
Contribute to some philanthropic efforts
Fair trade certified organic tea (*Tulsi Teas are not FTC)
Contribute to some philanthropic efforts
Fair trade certified organic tea Direct Partnerships & sourcing from gardens of origin
Third party auditing for entire supply chain 1% of profits go to environmental, sustainable & social causes
Celebrating
Planet
May contain some organic SKUs, but less than 50% of total SKUs are
organic
(*See-through tea bags are non-
compostable and made of PET
origin plastic-based PLA)
USDA certified organic tea Many use see-through tea bags that are biodegradable,
however, they are GMO corn-based
PLA
Committed to sustainability at every level
USDA certified organic tea 85% post-consumer waste packaging Soy based inks Non GMO origin materials in our tea bags or envelopes
Natural filter-paper tea bags are home compostable
Recyclable packaging Carbon offset program Solar powered production facility
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Trade up with Numi Organic Tea
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Leaf size
Fannings, dust and powder Green tea made with Cut Tear Curl method which yields harsh flavor and should be used for black tea
Dust, fannings, visible stems Steeps very bland, one-dimensional brew. Lacks subtlety.
Dust, fannings - lowest grade Steeps quickly and very easy to over-brew. Very bitter and lacking complexity
Broken leaf steeps a better brew, but overpowered with natural flavorings Green tea from Ceylon is too astringent. Green tea is best-produced in the traditional regions of China
Fuller-leaf tea provides premium loose-leaf flavor and quality in a bag Steeps slowly and evenly for a complex tea with no bitterness and unpleasant astringency
Organic Certification Very few Some None currently One Organic offering
100% of Numis teas and ingredients are Certified Organic Tea is an unwashed product. Pesticides from inorganic ingredients steep directly into the cup.
Blended with? Frequent use of natural flavoring, results in heavy perfume aroma and taste
Natural flavorings in place of 100% real fruit and herbs Provide an unpleasant perfume aroma and flavor
Natural flavorings Additives (corn starch, soy lecithin)
Natural flavorings in place of 100% real fruit and herbs
Numi blends tea with 100% real, organic fruits, flowers and spices. Nothing else. Real ingredients provide the highest-quality experience in flavor available
Fair Trade Only 2 SKUs Some None Not certified, but committed to ethical practices
Largest brand purchaser of Fair Trade certified teas to North America in 2010
Non-GMO
No verification. See-through mesh sachets are known to come from petroleum-based plastics or genetically engineered corn
No verification
No Verification. See-through mesh sachets are known to come from petroleum-based plastics or genetically engineered corn
No Verification. See-through mesh sachets are known to come from petroleum-based plastics or genetically engineered corn
First company with verified non-GMO tea and tea bags
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Celebrating People, Planet and
Pure Tea