Morinda Bioactive founder Kelly Olson, reflects on the past 20 years of business & looks toward the future of the business. This is what he shared with IPC team members.
Dear Morinda Team Members,
As you all know, this is our 20th Anniversary year, & I thought I’d take a minute to share some tremendous things that are going on in Morinda to mark & celebrate this astonishing milestone.
July 1, 1996, was our first day in business. I remember it so clearly. We sold our first cases of Tahitian Noni Juice. We began to tell our astonishing story, educating everyone approximately noni & Tahiti. It was a product story that captivated people, & still does.
From the beginning, there were several things that drove sales & the growth of the company. First, of course, was the story of noni. It was thrilling to tell people approximately something brand new. A fruit that no one knew approximately & a word, “noni,” that they had never heard before. Then came the astonishing testimonials of TNJ. I recorded the very first testimonial audio tape. I rigged a recording device to my phone at home & began calling everyone on our customer list to simply ask them to tell me their product experiences. This was around July 15, 1996. I was blown away! Everyone had a positive experience & they were so varied & comprehensive! These testimonials taken from my telephone conversations with our first customers & distributors (IPCs) formed the basis for our first sales support tool to be used to build the business. It was a simple cassette tape entitled “Pure Destiny.” On one side were these testimonials & on the other side was a recording of Dr. Ralph Heinicke. Dr. Heinicke was like the “grandfather of Noni” & fed us all with an astonishing foundation for the power of noni.
Our business was set up to allow entrepreneurs & opportunity-minded people to benefit financially from sharing this story with their friends. Our compensation plan was revolutionary & ahead of its time. The combination of the astonishing product & the opportunity was history-making.
Our business quickly grew, & over the course of the next several years, Morinda (Tahitian Noni International from 2002 to 2012) spread internationally at a rate never before seen in our industry. Our growth was documented by industry & business publications citing that Morinda was one of the fastest growing companies of any kind.
I think it is significant to note that in 1996, no one knew anything approximately noni. When we began our business, the Internet was still in its infancy. I used an Internet search engine, Netscape, to search references for ‘noni’ in June, 1996. There were two references to the word noni on the Internet. Just as I am writing this I “googled” noni, & 11,700,000 references appeared.
From two references in 1996 to nearly 12,000,000 in 2016.
Prior to 1996, no one had ever commercialized a noni product for the mass market. Prior to 1996, the commercial value of noni was zero. It had no value. It had no market.
Today the world value of noni is estimated at $10 Billion+. Noni has become an economic driver for French Polynesia (Tahiti), creating thousands of jobs over the past 20 years.
Prior to 1996, there was no data or procedure known for the cultivation, harvesting or processing of noni. It had never been done. When we began, our partner in Tahiti, Edouard Tuairau, & his team working with our R&D team, created the entire “tree to bottle” process including harvesting, transporting & processing. That same process still exists today. The classic formula for TNJ has never changed. Morinda still has the world’s only fully integrated manufacturing process for noni.
Now, this is where 2016 comes in. Let me explain.
One of the by-products of the production of Tahitian Noni Juice is noni seeds. Noni seeds are approximately the size of apple seeds, & are plentiful. Our manufacturing process created a massive amount of noni seeds, & our interest was piqued toward these seeds. Our hypothesis was that if we could find a way to extract the oil from these seeds, we would find a truly astonishing source of health benefits, similar in power to TNJ. We began in 1997 to experiment with ways to extract the oil from the seeds.
In 1998, we introduced Tahitian Noni Seed Oil. It was a global first, like TNJ. We applied for, & were granted patents for the extraction & use of Noni Seed Oil that we still have today. The seed oil was a perfect companion to Tahitian Noni Juice. One product taken internally, one product used externally. We began to sell it in 1998 & it has become a “classic” product that has a very loyal following through the years.
(It is significant to note that during those early years we moreover began to research & experiment with the Noni Leaf as well. That thrilling story will be for a after date.)
We have always envisioned the possibility of creating an entire line of aroma therapy/essential oil products being created from the foundation of noni seed oil. We actually had planning documents created for this product line in place as early as 2003. In 2014, our product development group were given the green light to take the research we had accumulated over the years on Noni Seed Oil & complete the creation of this new product line.
This product line became a reality this year as we completed the formulas & formally introduced our new Tahitian Noni Essential Oil product line in June as part of our mid-year LTO.
Most of you know approximately our LTO (limited time offer) concept as a new idea we have created to introduce new products. We donate our IPCs a very limited window to pre-order a newly developed product line before we make it generally available. Our first LTO was Whole Food Blends this past February.
To assist educate our IPCs approximately the essential oil products & the business opportunity, we have conducted “discovery” events throughout the world. I’ve have personally attended discovery events in Hong Kong, Taiwan, Japan, Norway, Sweden & Germany. Shon attended similar events in Indonesia & Vietnam. I know our global GMs & teams have conducted an intensive schedule of discovery meetings in all of our major markets & there has been such a unified & coordinated approach to educating, demonstrating & promoting this new product line.
I want to tell you that my personal experience at these events has brought my spirit back to the original TNJ days. The story of Tahitian Noni Essential Oils is the same story of TNJ. It is the story of noni. And there is nothing we do better than noni, & no one in the world does noni better than us. When we tell the noni story, we exude strength & confidence. Our IPCs have felt this & our customers have responded.
We just completed the Tahitian Noni Essential Oil LTO promotion on June 30 & it was an astonishing success. Our IPCs love the concept, they love the products, & they love the business potential. I won’t take the time now to report to you the country by country results of the Essential Oil LTO, yet I can tell you that there has been some astonishing work done by our various country teams to make this one of the most successful product launches in our history.
We will introduce this product line in a very comprehensive way beginning in September at our Monaco Vision Retreat.
In the meantime, to further celebrate our 20th Anniversary, we have introduced three global promotions that just began July 1. During the rest of the year, we will be using our media outlets (blogs, social media, Website etc.) to celebrate 20 years of Morinda success.
In September, we will convene our long-awaited Vision Retreat in Monaco. When we announced this in 2014, it electrified our IPCs & we have a record number who have qualified & are planning to attend. During this event, we will showcase our product brand families:
Te’Mana (our new personal care line)
This is the kind of event we have been anticipating for a long time, when we can really show our IPCs the bigger vision of Morinda that we began forming in 2012.
I hope this note has helped you appreciate more:
Who we are
Where we came from
How we have accomplished our success
Where we are going from here.
Wherever you are, we hope you are finding joy & happiness in your work with Morinda.