Brand Introduction and Marketing

Strategy Overview

Company Overview

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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

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.

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

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.

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

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.

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!

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

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.

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

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,.

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).

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?

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.

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

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

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

Celebrating People, Planet and

Pure Tea