The Truth About Monavie

MonaVie is a nutritional beverage company distributing beverage products made from blended fruit juice concentrates with freeze-dried açaí powder and purée through a multi-level marketing (MLM) business model. In 2009, Monavie, Inc. was ranked eighteenth on Inc. magazine's 500/5000 ranking of the fastest-growing private companies in the U.S..

Company overview

MonaVie juice was launched in January 2005 by multi-level marketing (MLM) company Monarch Health Sciences, which was founded in 2003 as a distributor of diet and weight loss supplements. Also in 2005, the executives of Monarch founded MonaVie LLC/MonaVie Inc., a privately-held MLM company based in Salt Lake City, Utah. The newly formed company took over the bottling, distribution, and marketing of MonaVie juice products. Both Monarch Health Sciences and MonaVie, Inc. were founded by Dallin Larsen, who graduated from Brigham Young University with a B.S. degree in finance.[10] Larsen previously held senior executive positions with the MLM companies Dynamic Essentials and Usana. According to company sources, MonaVie juice was developed by Ralph E. Carson, now the company's Chief Science Officer.

In September 2009, Monavie, Inc. was ranked eighteenth on Inc. magazine's 500/5000 ranking of the fastest-growing private companies (based on claimed revenue from 2005 to 2008) in the United States (#1 in Food & Beverage category; #3 in revenue)[9] However, as a privately-held company, MonaVie isn't required to publish financial data, making such claims difficult to judge.[6] In June 2009, MonaVie CEO Dallin Larsen was one of eight Utah business owners to receive the Entrepreneur of the Year in the Utah Region award from accounting firm Ernst & Young.[13]. In Novemember 2009, Mr. Larsen was announced as the National Entrepreneur of the Year for Emerging Markets, by Ernst & Young.

Product overview

The MonaVie product line includes bottled juices, MonaVie Original, Active, and Pulse, in addition to gel pack versions of these products and an energy drink, EMV.

A patent application for Opti-Acaí, a primary product ingredient for MonaVie juices, was submitted to the World Intellectual Property Organization in 2004 by developers Alexander G. Schauss and Kenneth A. Murdock.[15] and approved by the U.S. Patent Office on July 21, 2009.

Distributor earnings



Monavie products are sold by non-employee distributors who are eligible to receive commissions based on product sales. Individual distributors are encouraged to build their own sales networks by recruiting new distributors to sell the products (referred to in multilevel marketing parlance as a "downline"); the recruiter can, in theory, receive additional commissions based on sales by their downlines.

Regarding the earnings prospects for Monavie distributors, a Newsweek reporter commented that, based on MonaVie's 2007 income disclosure statement, "fewer than 1% qualified for commissions and of those, only 10% made more than $100 a week." More than 90% were counted as wholesale customers, whose earnings Newsweek said were mostly discounts on sales to themselves. According to a top recruiter, the dropout rate in 2008 was around 70%.

According to an article published by the Hartford Courant by author Janice Posada on July 19, 2009 called "Acai's Payoff", the Monavie 2008 income disclosure statement shows that about 45% of the company's distributors earned an annualized average check of less than $1,600, and 37% took home about $2,000; approximately 2% earned an annualized average check of more than $29,000, and just 7 out of 80,000 distributors (<0.01%) took home more than $3 million.[18][19] In an article published in Deseret News, Monavie Executive VP Henry Marsh responded to Newsweek's analysis of distributor earnings, stating that "...more like 14 percent..." of distributors make a profit COME JOIN TEAM SUCEESSWAVE
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