What's Steeping? July 2012

Hello Partners, Friends and Family,

Thus far, the year 2012 has provided Numi with a wealth of extraordinary opportunities for growth and learning. We’d like to thank you for your ongoing support, which allows us to celebrate people, planet and pure tea in more than 22 countries worldwide.

With your help, we’re able to empower tea and herb farmers and communities across the globe, as well as to continue to roll out new, innovative products that ensure we’ll have a positive impact for many years to come. On that note, we are excited to celebrate these recent milestones:

Artisan Tea Blending Kit (NEW gift item): Paying homage to the alchemy of the Numi Diff erence, this fi rst-of-its-kind kit allows tea enthusiasts to take blending into their own hands. Take a peek into the newsletter for more information!

Pu·erh Buzz: Our fi ve new fl avors of organic Pu·erh - the ancient healing tea - are hot items and continue to sell well beyond our expectations! Pu·erh has been touted on the popular Dr. Oz television show for its high antioxidant content and fat-blasting capabilities.

At Numi Organic Tea, your success is our success. We are 100 percent committed to serving your needs and we welcome your feedback as we continue on this journey together!

Sincerely,

What's Steeping?

®

Co-Founders Ahmed and Reem

Photograph of Numi’s founders, Ahmed and Reem Rahim with fl owering tea blossoms

NUMI-What's Steeping? ISSUE 1, SUMMER 2012

TEA BUZZ

PRODUCT NEWS

TRAVELS FOR TEA

TRADE SHOWS AND EVENTS UPDATE

COMMUNITEA

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TO LEARN MORE ABOUT OUR COMMITMENT TO PEOPLE. PLANET AND PURE TEA, VISIT US AT NUMITEA.COM.

PU•ERH TAKES CENTER STAGE A news release celebrating the addition of fi ve new artisanal varieties, including Coconut and Cardamom, to our organic Pu·erh tea line was shared with our media friends. It generated coverage, some of which is featured here, that reached some 209 million people! The news was shared on the PR Newswire billboard in Times Square! (seen on left)

ORGANIC PROCESSINGAn article titled, “Numi: Building Stronger CommuniTEAS, ” which reached an approximate 17,500 people, positioned Numi as an innovator in the tea industry. It featured interviews with Numi Co-Founders, Ahmed and Reem Rahim and VP of Operations, Brian Durkee, and highlighted our pioneering eff orts in sustainability and our dedication to enacting positive change throughout the world.

TEA BUZZ

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Touching upon the “farm to glass” theme, Roberta Kruger of TreeHugger.com touted the benefi ts of Fair Trade products and the deliciousness of our Organic Pu·erh line in a recent article titled “New Fair Trade, Organic Vodka Made of Quinoa Packs Superfood Punch.” Her feature reached an estimated 652,000 people.

PU•ERH IN THE PRESSThis ancient healing tea is taking the nation by storm! Alternative health expert Bryce Wylde recently featured Pu·erh as one of the best antioxidant-rich teas for “fat blasting” on the popular Dr. Oz Show, which has led to a surge in requests for Numi’s line of pu•erh. To view the segment, visit: http://www.doctoroz.com/videos/best-teas-weight-loss-pt-1

COSMOPOLITAN.COMCosmo ladies love their Numi Tea cocktails! The popular women’s lifestyle website, which reaches an approximate 1.4 million people per month, featured a Numi-inspired libation, the Green Tea Cocktail. It also featured Peeta’s Pear Punch in Honor of the Hunger Games. Both cocktails were created by renowned tea sommelier James Labe.


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NEW ORGANIC AND FAIR TRADE CERTIFIED BREWED ICED TEA PROGRAM!

Numi is transforming iced tea into a premium and profi table beverage for foodservice operations with our new collection of brewed iced teas. Our iced teas, which provide a profi t margin of up to 97 percent, are sourced from the purest organic and fair trade tea gardens to ensure every cup of tea creates a refreshing pure taste experience. Customers will appreciate the delicious fl avors from a company steeped in sustainable and socially responsible values.

PRODUCT NEWS

Numi launched fi ve new delicious blends of organic Pu·erh, continuing its innovative approach to tea. Added to the Pu·erh lineup are Coconut, Cardamom, Ginger, Basil Mint, and Jasmine. As always, the blends include only the purest and highest quality organic ingredients.

NUMI LAUNCHES 5 NEW ARTISANAL PU•ERH BLENDS

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NUMI’S BEST-SELLING FLAVORS ARE NOW DECAF!As consumers are balancing out their caff eine intake they can still enjoy two classics. We are pleased to introduce Decaf Earl Grey and Decaf Simply Green. We use the chemical-free, CO2 decaff eination process to retain more fl avor and health properties. The gentle

and safe CO2 extraction process is sometimes referred to as “eff ervescence.” It entails placing the tea in a pressurized chamber. This process is chemical-free and delicate, preserving the green and black tea’s true fl avor and antioxidants.

Numi’s latest gift item inspires endless creativi-Tea. Complete with a selection of premium organic loose-leaf teas, herbs, fruits, edible fl owers and spices, 20 ready-to-fi ll biodegradable tea sacs, and

a recipe booklet, the kit inspires the discovery of new tastes and fl avor profi les! It is housed in a stylish and eco-friendly craft box and comes with a handmade glass teapot for a truly personal tea experience.

NEW GIFT ITEM INSPIRES YOUR INNER ALCHEMIST


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Our quest to offer only the highest quality, ethically-sourced teas and teasans has taken us to interesting places since our founding in 1999. Join us as we celebrate the stories gathered along the way by featuring a photo blog from a Numi tea’m member in each issue of What’s Steeping!

Numi Tea’m Member Guest Author: Brian Durkee, VP of Operations (A Numi tea’m member since 2003)

Numi prides itself on embracing a

healthy mix of work and play. See

me (Brian) above taking a peek

at the ancient pyramids after

traveling incognito through rural

villages on a product sourcing trip

in Egypt.Pictured: Brian Durkee, VP of Operations

The Sakaran Fair Trade Farmer Group

cultivates both mint and chamomile from

farms owned by the workers themselves.

The total area is about 400 hectares,

and each farmer owns 1-2 hectares. Fair

Trade funds have provided the farmers

with tractors, and they plan to use the

funds to purchase trucks.Pictured: The Sakaran Fair Trade Farmer Group

Giza, Egypt

Falyum, Egypt

TRAVELS FOR TEA

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The show presented us with the

opportunity to take part in a cupping

of several new varieties of teas and

blends under development by our EU

partners, some of which are serving as

inspiration for future new product lines!Pictured: Brian Durkee, VP of Operations

Ahmed had the chance to learn

first-hand the lime harvesting

process used at a Fair Trade farm

from which Numi sources product. Pictured: Ahmed Rahim, Co-Founder, CEO and Chief Alchemist

Near Al Fayyum Lake, Egypt

Near Al Fayyum Lake, Egypt

Th h t d th thhhh

Nuremberg, Germany Biofach: The

Nuremberg, Germany Biofach: The world's largest organic trade show

world's largest organic trade show


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Pictured: Pu-erh Giving Tree Leaf Behinds

Numi’s booth was abuzz at Natural Products Expo West this past March. Retailers, the press and the public sampled our fi ve new varieties of Organic Pu·erh and shared hand-written well wishes and positive affi rmations on “Leaf Behinds,” which were placed on the Pu·erh Giving Tree.

NATURAL PRODUCTS EXPO WEST

The creative juices were fl owing at the Fair Trade happy hour we hosted at our Expo booth in partnership with Fair Trade USA. FAIR Vodka delighted guests with organic and Fair Trade tea-infused marTEAnis, while Alter Eco sampled delectable Fair Trade chocolate.

FAIR TRADE HAPPY HOUR

EVENTS

Pu•erh Giving Tree

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Numi embraced our dedication to Fair Trade farmers by speaking at the panel session, “Using the Power of the Consumer to Strengthen Farming Communities.” Our VP of Operations, Brian Durkee, educated attendees about our impact and commitment to the Fair Trade movement and how our customers are helping to empower communities around the globe.

Pictured: Brian Durkee, VP of Operations

Pictured: Numi Booth display at NRA Show

Pictured From Left: Numi Employees; Adriene Abel, Celebrity Chef Art Smith, and Hammad Atassi

Visitors to our booth at the 2012 NRA Show in Chicago enjoyed the fi rst sips of our new freshly brewed organic and Fair Trade iced teas. Numi fan and award-winning culinary master, Chef Art Smith paid us a visit. He has served as a personal chef to the likes of Oprah Winfrey.

NATIONAL RESTAURANT ASSOCIATION SHOW


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Sips and TweetsCOMMUNI'TEA

Pure Tea Pic of the Month!

CAN HAZ TOAZTED RICE Today's Pure Tea Pic is from Sara Tran and her cute cat! Looks like both of them are fans of our Toasted Rice green tea.

Staying closely connected with our nearly 20,000 loyal Facebook fans is key to our continued success. As a tribute to them and the Numi-inspired imagery they share with us, we periodically publish noteworthy pictures online and reward our fans with free tea.

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

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Numi is excited to announce the introduction of our ambassador program, The Numi CommuniTEA. The program will provide our key partners and loyal followers with exclusive sneak peeks at new products and more! While the program will be an interactive experience on numitea.com, we welcome our valued friends and family to sign up early on our Facebook page.

View the video message from our founders, Ahmed and Reem to learn more, and join in on the conversation.

Pictured: Montery Bay Aquarium

NUMI COMMUNITEA

Celebrating community is one way we live the Numi Diff erence. We did just that by participating in this event, which included a three-day celebration of local, sustainable, fair trade and organic foods. Numi poured organic, fair trade tea for thousands of guests, while celebrity chefs delighted the crowd with imaginative sustainable ingredient recipes and guest speakers spoke on how to be kind to the earth through the culinary choices we make.

THE MONTEREY BAY AQUARIUM: COOKING FOR SOLUTIONS

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What's Steeping? July 2012

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