In 2009 and 2010, the National Coffee Association reported a coffee production that amounted to 125.2 million bags which made coffee one of the most consumed beverage. In recent years, there has been an increase in coffee vendors whom despite the economic downturns have strived to stay in business. Organo Gold, a Canadian-based company, came up with a multilevel marketing structure to assist retailers who promote their coffee.
Organo Gold’s secret recipe
Organo Gold products contain Ganoderma lucidum, a rare mushroom that originates from Asia. Ganoderma has a broad range of benefits such as antiviral qualities and cholesterol reduction properties. Organo Gold produces Ganoderma infused coffees, teas, hot chocolate as well as supplements.
Organo Gold’s leadership and structure
Organo Gold was established in 2008 by Bernardo Chua, a businessman, and marketing expert. This professional set up this company with assistance from Shane Morand, the current head of direct selling in the company.
These two entrepreneurs created a Scientific Advisory Board and customized Organo Gold to work under the regulations of this board. Dr. Irma Prado heads the committee and works as a medical consultant.
Other key stakeholders in the company are Dr. Li Xiaoyu, an expert that ensures that ingredients used to make coffee are up to the required standards. Li Ye is also a critical person at Organo Gold. He is the founder of Fujian, the company’s partner organization. Organo Gold has operations in the United States, Germany, Netherlands, Peru, Jamaica, and Canada.
Unlike other products that are acquired on retail stores, Organo Gold products distributed by individual distributors who purchase them from the company’s commercial station. These distributors earn a 50% discount of commission for every product they sell.
Organo Gold utilizes a multilevel marketing structure to market and sells products. All stakeholders including the company, distributors, and sales team share profits in a system called “domino effect.”