Numi: Thee als beleving

Het begon met gedroogde limoen

De oprichting van NUMI Tea was een bijzonder onverwachte stap van Ahmed Rahim. Jaren had hij als kunstenaar geleefd in verschillende steden in Europa en in New York, om zijn artistieke vaardigheden te ontwikkelen (schilderen, schrijven, fotografie, film, musical, etc.), met succes. “I thought business was corrupt, capitalism was greedy, and everything that is needed to run a major business, not worth my time and energy.”

Door Nanny Schutte

En toch werd NUMI Tea in 1998 opgericht, in de VS intussen een miljoenenbedrijf, met theesoorten die biologisch en kwalitatief ongeëvenaard zijn! Tijdens een vakantie kwam Ahmed met zijn zus Reem op het idee gedroogde limoen (dried lime) te importeren naar de VS. Dit kruid is erg populair in het Midden-Oosten en heet Numi in het Arabisch. Als kind dronken zij het geregeld, maar voor de grote markt was het niet beschikbaar. Van het één kwam het ander en zo ontstond uiteindelijk een complete lijn Numi-producten.

NUMI thee

Biologisch en fair trade
De theekruiden komen van over de hele wereld. Ahmed: “Alle producten van NUMI zijn gecertificeerd biologisch, wat inhoudt dat er geen gebruik gemaakt wordt van kunstmatige toevoegingen, pesticiden en andere chemische middelen, die schadelijk zijn voor zowel onze planeet als onze gezondheid. Daarnaast hanteren we de richtlijnen voor fair trade en streven naar een zo groot mogelijke harmonie met de boeren die de thee verbouwen. Werknemers zijn verzekerd van eerlijke verdiensten, toegang tot zorg en onderwijs en van kinderarbeid is geen sprake.”

Communitea
“NUMI Tea is in de VS leidend in fair trade thee. We ondersteunen allerlei initiatieven en fondsen, waaronder sponsoring van onderwijs en financiële bijdragen aan gezinnen met gehandicapte kinderen. Zodoende hebben we de term communitea bedacht, die onze groeiende gemeenschap over de hele wereld beschrijft,” aldus Ahmed.

Kunst
Ahmed voelt zich nog steeds kunstenaar: “Elke stap in onze productieketen wordt met zorg en gevoel uitgevoerd, dat we eigenlijk bezig zijn met een groot meesterwerk. Door als eerste exotische, biologische (thee)kruiden vanuit de hele wereld te leveren, delen we eeuwenoude culturen en gebruiken. Deel uit te maken van een visie die gekenmerkt wordt door liefde en creativiteit, met respect voor mens en natuur, vertaald in een product waar wereldwijd mensen van genieten, is zó speciaal, dat is moeilijk in woorden te vangen. De hele communitea reist als het ware met de thee mee van oorsprong naar lokale markt.”

Celebrities
NUMI Tea is zeer innovatief en creatief. Zo introduceert zij nu ‘bloemthee’ (flowering tea). Ook bij celebrities als Madonna en Bono slaat dit aan. Fashion designer en ‘Eco Queen’ Stella McCartney biedt tijdens haar catwalkpresentaties uitsluitend NUMI Tea aan!

www.numithee.nl

 

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