According to the National Coffee Association, world coffee production in 2009 and 2010 totaled 125.2 million bags, making it the second most-consumed beverage on the planet after water. With coffee shops taking a firm place on street corners and coffee products lining grocery store shelves, coffee exhibits elasticity and durability in almost every world market, even during harsh economic times. The Canadian Organo Gold Company capitalizes on these facts, offering a multilevel marketing structure to individual sellers who promote their coffee products.
History and Staff
Bernardo Chua, a veteran of the network marketing industry, founded Organo Gold in 2008. Chua works alongside co-founder Shane Morand, who supervises the company's direct selling platform. The Organo Gold company operates with what it calls a Scientific Advisory Board. The board's Dr. Irma Prado acts as a chief medical consultant, while Li Ye is the founder of Organo Gold's partner company, the Fujian, China-based Xianzhilou Biology Research Center. Dr. Li Xiaoyu oversees the center and certifies the organic ingredients of the coffee. The company operates offices in in Canada and the United States.
Organo Gold does not offer its products through retail stores or coffeehouses. Individual distributors purchase products from the Organo Gold company wholesale. Through their own efforts, these distributors sell the products and earn a 50 percent commission on sales. Organo Gold uses multilevel marketing, in which individuals promote and sell the company's products on a recurring basis. Distributors, sales teams and the company share profits as part of the Organo's “domino effect” system.
Chua's product blends gourmet coffee beans with a mushroom known as ganoderma, made into a traditional Asian herb. The Organo Gold company claims the herb, ganoderma lucidum, also known as reishi, helps control cholesterol, has antiviral qualities and makes their coffee healthier than typical coffee. In addition to coffee, the company produces ganoderma-blended green tea, ganoderma-blended hot chocolate, ganoderma supplements and a ganoderma-infused latte blend.
According to multilevel marketing news website Business for Home, the Organo Gold company's 2010 estimated revenues were $35 million worldwide. The company offers its products and sales system in the United States, Canada, Germany, the Netherlands, Austria, the Philippines, Jamaica and Peru. According to the same source, top earners in 2010 earned between $350,000 and $4,000,000 per year, but these results are not typical.