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November 01, 2011

News in Brief

News in Brief, November 2011

Viridian Energy Marks Progress

Viridian Energy, a provider of affordable, green retail energy, announced its 2012 business strategy and celebrated the company’s 400 percent year-over-year growth with more than 1,000 of its independent sales associates at Viridian’s second annual PowerUP! convention. During the three-day event at the Pennsylvania Convention Center, a state-of-the-art green building in downtown Philadelphia, Viridian executives also revealed their planned launch of natural gas in three inaugural markets—New Jersey, New York and Pennsylvania—beginning Jan. 1, 2012.

Further, the company announced the location and objective of the second project in Viridian’s “7 Continents in 7 Years” global sustainability initiative. Viridian representatives and field leaders will travel to Ghana this spring and install solar panels to provide power to schools, health facilities and community centers in a rural network of villages that currently do not have sufficient access to power. The project follows the company’s successful inaugural sustainability project in South America in 2011.

Located in Norwalk, Conn., Viridian Energy is a socially responsible retail energy supplier that provides greener electricity at an affordable price.

DSA Pilots National Campaign

DSA is developing and testing a marketing campaign designed to improve the awareness and understanding of direct selling in the marketplace while also effecting positive recruitment outcomes for DSA members.

Launch of the pilot program is planned for late January 2012 and will involve a 12-week test period during which a targeted digital advertising campaign will run in several cities across the country. In some markets the program will also test the effect of messaging delivered through independent representatives directly to consumers. The campaign will focus on several key messages about direct selling to provide education about the business model and encourage recruiting.

A wide range of companies have been selected to participate in the portion of the program limited to digital media.

This pilot program is part of DSA’s New ERA program, which emphasizes enhancement, recruitment and awareness of direct selling by the general public. The New ERA program was created through the help of Jerry and Bonnie Kelly of Silpada Designs, enhanced through subsequent support from more than 20 member companies, and dedicated to former DSA President Neil Offen.

For more information about the New ERA Program or the pilot program, contact Amy Robinson at

Direct Selling Association UK Launches News Website

To bring attention to the important role online communication and social media play in the continued success of the industry, the Direct Selling Association UK has launched its new website at

With improved functionality, a focus on more interactive elements and integration of social media channels, the site was launched with a social media seminar, called The Next Page, which featured best practices from industry leaders.

Since 1965, the DSA UK has been the recognized trade association for the Direct Selling channel of distribution in the United Kingdom.

Primerica to Move International Headquarters

Primerica announced that it has signed an agreement to lease a 344,476-square-foot build-to-suit new international headquarters, to be located on 30 acres inside Legacy, a 111-acre office park located in the center of Gwinnett County, Ga. Primerica expects the building to be complete and ready for occupancy in April 2013.

Primerica is the fourth-largest private employer in Gwinnett, with approximately 1,800 employees. Primerica’s headquarters have, since 1985, been located in Gwinnett County at 3100 and 3120 Breckinridge Blvd. The current campus includes leases on 10 separate buildings, covering 385,217 square feet. The new facility will consolidate all of Primerica’s numerous business areas and functions from the current 10 buildings into one three-story building with two connected wings, which will serve to streamline business operations and greatly enhance logistical efficiencies.

Primerica Inc., headquartered in Duluth, Ga., is a leading distributor of financial products to middle-income families in North America. Primerica representatives assist clients in meeting their needs for term life insurance, mutual funds, loans and other financial products.

Stella & Dot Enters the UK

Stella & Dot officially introduced its boutique-style jewelry and accessories line to the United Kingdom this October, making it the latest U.S. business to bring direct selling opportunities to the British.

An Inc. 500 Fastest-Growing Company, Stella & Dot is currently recruiting stylists to sell its fashion-forward designs, as featured in Gossip Girl, In Style and Lucky magazines as well as on the wrists and necklines of today’s hottest celebrities.

Founded in 2004, the company now has over 18,000 fashion entrepreneurs in North America offering custom designs exclusively through in-home trunk shows by independent stylists and online.

Avalla LLC Acquires TARRAH Inc.

Houston, Texas-based Avalla, a direct seller offering botanically based skincare, anti-aging, beauty and wellness products, has acquired TARRAH Cosmetics of Boynton Beach, Fla.

What began with two industry competitors at the helm of their respective companies developed into a close friendship of over 30 years between Pamela C. Dean, Founder of Avalla, and Leslie Campbell, formerly President and owner of TARRAH Cosmetics.

While Dean and Campbell had intended on the eventual merging of their two organizations, it was the unexpected death of Campbell in a car accident earlier this year that spurred Dean to expedite the long-term plan to preserve the business.

Built on the worldwide success of Nutrimetics, a direct selling company in Australia, Avalla distributes Nutrimetics products in the United States and Canada, offering a casual and contemporary selling approach for customers.

TARRAH was founded in 1973 under the name Lady Love Skin Care, but was eventually renamed, and then purchased in 2000 by Campbell to carry on the tradition of its aloe-based cosmetics and wellness line.

Australian Scientist to Work with Mannatech

Mannatech Inc., the provider of nutritional supplements and skincare products based on Real Food Technology® solutions, announced that the Australian government has granted Dr. Talitha Best a 12-month Researchers in Business (RiB) grant to help develop research on Mannatech’s glyconutritional products.

The $10 million RiB program is part of Enterprise Connect, an initiative within the Australian government’s Department of Innovation, Industry, Science and Research. The program is designed to accelerate industry innovation and competitiveness by connecting university and public agency researchers with businesses that wish to develop new ideas with commercial potential.

For more than six years, Dr. Best, a postdoctoral research fellow at the Nutritional Physiology Research Centre, UniSA, and the Brain Sciences Institute, Swinburne University of Technology, has been investigating the impact of dietary saccharides on human brain function. She has presented her findings at numerous scientific conferences and has shown positive results for Mannatech’s saccharide supplement, Ambrotose® complex.

Mannatech develops high-quality health, weight and fitness, and skincare products that are based on the solid foundation of nutritional science and development standards.

Longaberger Honors Breast Cancer Awareness Month

Longaberger recently conducted its Horizon of Hope and You event in honor of Breast Cancer Awareness Month in October at the Longaberger Homestead. The highlighted activity was a make-a-basket fundraiser, with a portion of the proceeds going to breast cancer research and awareness. The event also featured a number of race activities, including a 5K fun run, a children’s fun run and a one-mile walk. Besides a health fair, kid’s corner, and door prizes, a free Horizon of Hope Sling Back Bag was up for grabs with a minimum purchase.

Since 1995, The Longaberger Company has teamed with the American Cancer Society to raise funds for research and education in the fight against breast cancer and its complications. This program is known as Horizon of Hope, and to date the program has raised more than $15 million and reached more than 20 million women with potentially life-saving information.

XANGO Helps New Generation of Direct Sellers

Global nutrition company XANGO LLC is marking nine years in business by helping to cultivate the next generation of entrepreneurs, as announced by Founder, Chairman and CEO Aaron Garrity to a crowd of nearly 10,000 distributors at its global convention in Salt Lake City.

Noting global economic distress, Garrity said XANGO wanted to be part of the solution.

XANGO is doing this through a number of initiatives, including one that empowers women leaders. This unique program led by Senior Vice President Beverly Hollister is in collaboration with some of the company’s top female distributors. It has included thousands of women who participated in the United States, Canada, Portugal, Italy, Russia, Kazakhstan and Ukraine. XANGO will expand this initiative worldwide in 2012.

XANGO is also continuing its charitable giving through XANGO Goodness, particularly with Operation Smile, through which they have provided more than 1,200 new smiles to children around the world since 2004. The company has also supplied about 3.5 million meals to malnourished children and adults around the world through a global XANGO Meal Pack initiative with AmeriCares.

The company works to improve sustainability as well, through XANGO Green, in the day-to-day business, manufacturing process, distribution systems and even individual employee/distributor carbon footprint.