Reem Hassani decided to import traditional Middle Eastern dried lime tea.
Reem Hassani · Numi Organic Tea: Reem Hassani and Ahmed Rahim · Jul 5, 2021 · at 18:33
Reem Hassani, co-founder of Numi Organic Tea, discusses the founding moment and inspiration behind the tea brand in 1997.
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“And so one of them was this dry desert lime that we drank as kids called Numi Basra, and, you know, that we'd always talked about in the family, somebody should import this tea. ... And I was like, okay, that's what I'm going to do.”
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Reem Hassani predicted the artisanal coffee movement would also happen to tea.
“We kept pitching the idea that what's happening to coffee is going to happen to tea. So that The connoisseurship and kind of the gourmetship of, if that's a word, of coffee is going to happen to tea. So we're just going to ride that wave.”