ScamTelegraph reports on Javita, a new multi-level marketing venture attempting to combine instant coffee with a direct sales business model. An offshoot of the established MLM company Waiora, Javita aims to capitalize on coffee's global market appeal, a commodity second only to water in worldwide consumption.
Javita Coffee Company is presented as a sister company to Waiora, an MLM firm known for its "healthy living" products. Stan Cherelstein, who serves as CEO of Waiora, is also the founder and CEO of Javita, indicating a shared leadership structure between the two entities.
The launch of Javita has also seen the return of Donna Valdes, a figure previously associated with Waiora. Valdes departed Waiora in early 2010 to join LiveSmart 360, an experience she notably described at the time as her "last ever network marketing company." However, she subsequently left LiveSmart 360 shortly after receiving a commission check of $57,500, citing that she "wasn't able to be the cheerleader the company needed me to be." Valdes is now reportedly involved with Javita at a corporate level. Public records indicate a "Donna Valdes" as the domain owner for javanomics.com, which is expected to be Javita's official training and business growth website for its members. This domain was registered in December 2010, mere months after Valdes's departure from LiveSmart 360, suggesting her involvement with Javita predates its public launch. The specific reasons for her exit from LiveSmart 360 and immediate pivot to Javita remain undisclosed.
Javita's flagship product is a single-use instant coffee sachet designed to be added to water. The company promotes its coffee as a 100% Arabica blend from South America, infused with "herbs and other natural ingredients." These instant coffee sachets are sold in boxes of 24, with a wholesale price of $35 and a retail price of approximately $45.50 for Javita members selling directly to consumers online. While coffee is the initial offering, Javita has stated intentions to expand its product line to include tea and hot chocolate. The company also plans to introduce "gourmet blends" that claim to offer benefits such as increased energy, enhanced mental clarity, improved alertness and memory, and potential appetite suppression. Specific details regarding the exact composition of these products were not available at the time of publication.
What is Javita Coffee Company?
Javita Coffee Company is a multi-level marketing venture established as an offshoot of Waiora, a seven-year-old MLM enterprise specializing in health and wellness products. The company combines instant coffee products with a direct sales business model, targeting the global coffee market.
Why is coffee considered a viable MLM product?
Coffee ranks as the world's second most consumed beverage after water, with universal market recognition across cultural, economic, and geographical boundaries. This widespread demand and established commodity status make it an attractive product for network marketing business structures.
What market opportunity does Javita target?
Javita operates within the global coffee industry, one of the largest commodity markets worldwide. The company leverages existing consumer demand for coffee while positioning instant coffee variants as health-focused products to differentiate itself in the MLM sector.
Who is Stan Cherelstein?
Stan Cherelstein is identified as the CEO and founder of Javita. He also holds the position of CEO for Waiora, the parent MLM company from which Javita originated.