| Tahitian
Noni International in Fortune Magazine
Tahitian
Noni International was recently included in a special advertising
section of Fortune magazine sponsored by the Direct Selling Association
(DSA). Not only was TNI featured with a full-page ad in the prestigious
business magazine, but Kelly Olsen, president of Tahitian Noni
International, was quoted extensively in the very positive article
about the direct selling industry.
Excerpts
from the Article:
“The
industry is exploding in the U.S. and in every nook and cranny
across the globe as companies recognize the value of interpersonal
marketing.”
“It’s
an investor’s dream: an industry with steady annual growth,
healthy cash flow, high return on invested capital, and long-term
prospects for global expansion. That’s the direct-selling
industry, in which independent contractors sell products and services
directly to customers, away from a fixed retail location. And
it’s used to distribute just about everything you can imagine,
from exotic fruit juices to family-friendly jewelry-making kits.”
“It’s
been the best-kept secret of the business world.”
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“‘The
core of the business is driven by people making contact with individuals
on a one-to-one basis,’ stated Kelly Olsen, president of
Tahitian Noni International, a seller of fruit drinks using the
noni fruit, based in Orem, Utah. ‘The result: industry sales
keep rising steadily.’”
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“In
fact, companies tend to expand globally within the first few years
of operation. Tahitian Noni International is an example. It started
moving overseas in 1997, just two years after starting up, and
is now in 70 countries. ‘Now a substantial percent of revenues
and profits comes from offshore sales,’ says Olsen.”
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“Another
case in point is Tahitian Noni International. When the company
started, the benefits of the noni fruit were largely unknown.
For that reason, Olsen and his partners felt they would have a
hard time showing customers how it could improve their health.
But ‘if we had an individual to go into someone’s living
room and explain things, then we’d be successful,’ he
says. Unlike many other direct sellers, however, Olsen is branching
out into other distribution channels. Last year he launched a
number of international restaurants called TAHITIAN NONI Cafés,
as well as an unusual entertainment division that will produce
movies in which, among other things, TAHITIAN NONI® products
are prominently displayed.”
***********************************************************
“Ultimately
distributors’ close relationships with customers also provide
a unique grassroots-marketing forum. Olsen for example, receives
e-mails every day from distributors with suggestions honed from
their customer contact. Those insights often lead to product changes
the company might not have made otherwise. Four years ago the
company introduced a concentrated extract of the noni fruit, which
it packaged in a small bottle with a dropper dispenser. When distributors
began relaying complaints from customers that the packaging was
difficult to maneuver, Olsen decided to overhaul it. Recently
the company reintroduced the product with a bigger bottle and
an easier-to-use-dispenser.”
***********************************************************
“It’s
an empowerment story–and a powerful one, especially for women.
Indeed, it’s likely to be a powerful business opportunity
for investors, corporations, and independent distributors alike
for a long time to come.”
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Very
few business magazines have ever come forth with such a positive
story about the direct selling industry. We appreciate Fortune
Magazine for including Tahitian Noni International in their special
section.
The
excerpts from the 9 th of August issue of Fortune Magazine are
reproduced with permission.
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