Founders’ Story

Numi is a labor of love by a brother and sister.



She is the artist and he is the alchemist behind all of Numi’s 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. 

Ahmed Rahim, Co-Founder, CEO and Chief Alchemist

Ahmed is responsible for all of the unique Numi blends and products that the company launches every year. Before starting Numi, Ahmed studied theater and psychology in New York City. He then spent a decade living, working and traveling throughout Europe as a professional filmmaker and photographer. Ahmed’s focus was fashion photography and abstract art through the visual mystery of light and nature. He also made short films and documentaries. He speaks English, Arabic, Czech, French and German.

At Numi, Ahmed travels to remote regions of the world seeking unique herbs and teas unknown in the United States. He travels to China, India, Africa, South America and other herb and tea-growing countries building partnerships with farmers and learning about their cultures and communities. Numi has developed meaningful partnerships based on mutual gratitude.

Ahmed is the chief architect behind the Numi Foundation’s curriculum which has been integrated into dozens of inner- city Oakland schools. With Reem, they are implementing H2OPE to their farming communities throughout the world. Learn more about the Numi Foundation


Ahmed sits on various boards and works with many non-profit organizations to focus on infusing art and nature into inner city communities, and mentors for-profit companies on enhancing their growth and sustainability goals. In 2011, Ahmed helped launch the nation’s first Waldorf-inspired multi-lingual, multi-cultural K-4 charter school: Community School for Creative Education. He is also the co-founder of OSC2, a community of like-minded business leaders solving the industry’s sustainability problems.

Reem Hassani, Co-Founder, Chief Brand Officer and Artist

Reem oversees Numi’s brand identity, including all package design, campaign development, Numi’s overall look and feel and all marketing elements. An artist by trade, Reem’s original artwork that graced Numi’s packaging has been a major inspiration for Numi’s brand vision.

Reem also shares with her brother a passion for people and developed the Art curriculum within the Foundation Curriculum. Together, they implement H2OPE to their farming communities throughout the world. Learn more about the Numi Foundation

After earning her B.S. in Biomedical Engineering from Case Western Reserve University, Reem shifted disciplines to pursue a Diploma in Art from Florence, Italy and then an M.F.A. from John F. Kennedy University in the department of Arts & Consciousness Studies.

Reem continues to create art in her barn studio in Petaluma, California and is fluent in English, Italian, Spanish and Arabic. She lives on a farm with her family where she cares for chicken, ducks, rabbits and a vegetable garden.