A tree is known by its fruit; Morinda Holdings by its fruitaceuticals. Through subsidiary Morinda Bioactives, the company develops and distributes products infused with noni, a medicinal tropical fruit high in carbohydrates and fiber, said to boost the immune system. The noni-based lineup includes juices and products for personal care, weight-loss, and home healthcare. Its main brand and product is Tahitian Noni, a juice; others are marketed under brands Thrive (a supplement promoted for longevity); Defy (skincare); and Shield (wounds). Morinda has manufacturing facilities in China, Germany, Japan, Tahiti, and the US. Its products are sold in more than 70 markets worldwide through a network of representatives.
Based in Utah, Morinda operates its business worldwide, selling its products in 70-plus markets and maintaining manufacturing plants in China, Japan, Tahiti, the US, and Germany.
Morinda was founded in 1996 by a group of executives who continue to lead the company.
Morinda Holdings is formally an investment holding company that operates through its multi-level marketing subsidiary Morinda, Inc. (dba Morinda Bioactives). Sales representatives are paid for products they sell (through catalogs, e-retailing, and tele-services) and for the sales made by representatives that they have recruited. The company claims to have created income producing opportunities for "hundreds of thousands" of people, at home and abroad. Commissions to distributors of the lineup are said to top more than $2 billion since Morinda's start in 1996.
Morinda Agricultural Products, established in 2008, is the parent company's research and development subsidiary for farm animal products based on the noni plant. The subsidiary distributes products under the MorindaMax brand name.
The privately held Morinda does not report its earnings. The company states that it generates approximately $500 million in annual sales.
Morinda's strategy for growth counts on product development and extending its geographic reach by recruiting new representatives. The company in 2012 changed its marketing subsidiary's name to Morinda, Inc., formerly known as Tahitian Noni International, to refocus the products as natural medicinal plant bioactives versus exotic noni fruitaceuticals.
Morinda has also continued to diversify its product packaging and extend into new product categories. In 2012 its Morinda Bioactives subsidiary rolled out a new Thrive Adaptogenics line, which contains double the iridoids of Extra and four times the iridoids of TNI's Original Bioactive Beverage.