Starbucks acquiring Tazo drove independent coffee roasters to buy Numi instead.
Ahmed Rahim · Numi Organic Tea: Reem Hassani and Ahmed Rahim · Jul 5, 2021 · at 41:50
Numi Organic Tea co-founder Ahmed Rahim discusses how Starbucks' 1999 acquisition of competitor Tazo created an opening for Numi.
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“It was actually a great opportunity for us, because coffee roasters and the food service didn't want to support necessarily Starbucks, so they wanted who's the new kid on the block, and Numi was a great fit, so we actually were able to take advantage of that opportunity.”
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