All along the Wasatch Front in Utah exotic medicinal plants, such as Noni, goji, mangosteen and acai can be found. But these fruits aren’t growing on a bush or tree in their native environment; they are being consumed as bioactive beverages, manufactured by the plethora of nutraceutical companies located in Utah.
Tahitian Noni International, a subsidiary of Morinda Holdings, Inc., was founded in 1996 and is based in Provo, Utah. A Noni drink derived from the Morinda citrifolia (Noni) fruit is their flagship product. According to Tahitian Noni International, their Noni drink is the only Noni juice brand among over 300 companies marketing Noni juice, to have received the prestigious EU Novel Food Approval and the only brand certified by the International Noni Certification Council.
Young Living Essential Oils was founded by D. Gary Young in 1993, with its global headquarters currently in Lehi, Utah. The company originally introduced a fruit juice called Berry Young Juice focusing on the Ningxia wolfberry from China (also known as goji berry). Later this product evolved into NingXia Red, which contains a variety of superfruits—wolfberry, aronia, cherry, plum, blueberry and pomegranate. It also inclcludes the essential oils lemon, yuzu, tangerine and orange.
Founded in 2002, Xango is headquartered in Lehi, Utah. Xango uses the mangosteen fruit, largely found in Southeast Asia, to produce its nutritional beverage. Joe Morton discovered the fruit while living in Asia, eventually collaborating with five other men to found Xango. Now over 1,000,000 independent distributors sell Xango products worldwide.
MonaVie launched into the nutraceutical market in 2005. It quickly becoming one of the fastest growing companies in the world, as indicated by its number one ranking in the Food & Beverage category in the 2009 Inc. 500 list of fastest growing companies. Their beverage is a combination of 19 fruits, including a potent form of acai berry. MonaVie is headquartered in South Jordan, Utah and operates distribution centers in Florida, California, Oklahoma and Puerto Rico.
Based in Lindon, Utah, Zija was founded by Ken Brailsford in 2006. They offer a canned beverage that harnesses the power of the Moringa plant—not to be confused with Morinda. According to Zija, their proprietary beverage contains more than 90 enzymatically active and bio-available nutrients.
In 2006, former Neways founder Tom Mower and his son Tom Mower Jr. founded a new nutraceutical company named SISEL International. The sea vegetable, limu moui, is used to create the flagship beverage of SISEL International, FuCoyDon. SISEL International is based in Springville, Utah and currently operates in 21 countries around the world.
William Farley officially launched Zrii in May 2008 as an international Ayurvedic wellness company. Based in Draper, Utah, Zrii produces a fruit juice beverage from a small fruit that grows in the Himalayas—the Amalaki. Their drink is exclusively endorsed by world- renowned health expert Deepak Chopra and the prestigious Chopra Center for Wellbeing™.
Merging two companies, Genesis Secret and GoYin in 2009, Dr. Lindsay Duncan and Dae Geun Jung formed Genesis Pure. Genesis Pure offers six different superfruit beverages, including Acai Plus, Noni, Mangosteen, Goji, Acai and Fusion—combining goji, acai, noni and mangosteen. Genesis Pure prides themselves in the fact that they don’t use concentrates in their beverages, choosing to offer 100 percent pure pressed juice.
The newest player in Utah’s exotic fruit drink industry is Maakoa. Located near the entrance to Provo Canyon, Maakoa was founded in 2009 by David Simpson. The capuacu fruit, found in Brazil’s tropical rainforest, is the primary ingredient in the Koopuwa beverage offered by Maakoa.