Juice Plus+

Overview

National Safety Associates (NSA) was founded in Collierville, Tennessee in 1970 by Jay Martin, a schoolteacher-turned-entrepreneur who remained CEO for decades. In 1993 the company launched Juice Plus+, capsules and chewables made from concentrated fruit, vegetable, and grain powders (manufactured for NSA by Natural Alternatives International of San Marcos, California), which became its flagship product and eventual company namesake. Over time the catalog expanded to include shakes, bars, and the Tower Garden vertical-gardening system. The company operates as a direct-selling (multi-level marketing) business: independent representatives sell products and enroll customers directly rather than through retail stores, a model common across the wellness-MLM sector. Juice Plus+ has described its footprint as extending to more than 20 countries, with a customer base built substantially around recurring monthly product subscriptions ("autoship"). The Juice Plus+ Company remains privately held and headquartered in Collierville, Tennessee. It has, at various points, been subject to regulatory scrutiny in several markets, including a 2019 penalty from Italy's competition authority over deceptive marketing/testimonial claims, a 2020 Australian Therapeutic Goods Administration penalty over unauthorized health claims, and a June 2020 FTC warning letter in the U.S. over unlawful COVID-19 treatment/prevention claims and income-opportunity claims, noted here for factual completeness, not as commentary on current practices.