Pruvit's Messy Legal Drama Exposes Trouble Inside Keto Supplement MLM
A keto supplement company built on promises of exogenous ketones is tangled in lawsuits that reveal how fragile these MLM operations really are.
Pruvit, owned by Terry LaCore through LaCore Enterprises, has been hawking ketone drinks and weight loss supplements since at least 2015. The company is helmed by CEO Brian Underwood. What's odd: LaCore's ownership isn't disclosed anywhere on Pruvit's website, despite him being the actual owner.
Both LaCore and Pruvit operate out of Texas.
The trouble started when Michael Rutherford, who served as Pruvit's Master Distributor for years, sued Underwood in 2023. Rutherford alleged Underwood was a bully and wanted to cut him off from his Master Distributor earnings. But the real issue was simpler: Rutherford's commissions had cratered. He couldn't afford to gift money to Underwood from his shrinking paychecks.
Both men came from Rippln, another failed venture that collapsed years earlier. When Rippln went under, Underwood and Rutherford jumped ship to launch Pruvit.
The lawsuits ping-ponged back and forth. Rutherford filed in 2023. They reached a private settlement in August 2023. Then in April 2024, Pruvit sued Rutherford. He hit back with his own lawsuit in June 2024 against both Pruvit and Underwood. Both cases are still pending. Rutherford has apparently left Pruvit and is facing financial difficulties.
The company itself pulls about 53,000 monthly website visits as of September 2024, according to SimilarWeb. Nearly all of that traffic comes from the US.
Pruvit's main product lineup revolves around ketones and weight loss supplements. Keto//OS Nat, which they market as "the ONLY exogenous ketone in the WORLD created through a process of natural fermentation," runs $133 for 20 servings. Keto//OS Pro costs the same at $133 for 20 servings. The Black Label version with "more ketones, more caffeine, more benefits" jumps to $160. Better//Broth, loaded with ketones and amino acids, sells for $92 per pouch.
They also offer an I-Fast Transformation System for $153 and other branded products under their VIP tier.
The company's structure is pure MLM. Distributors buy into the system hoping to make money recruiting others and moving product. When those commissions dry up—as they did for Rutherford—the whole arrangement falls apart.
What the Rutherford lawsuits reveal is that even top-tier distributors in these operations can't sustain income. If a Master Distributor is struggling to keep up, the rank-and-file distributors buying into the system are almost certainly underwater.
The ongoing litigation between Rutherford and Pruvit/Underwood suggests serious dysfunction at the company's core. For a decade, Underwood and Rutherford apparently ran the show together. Now they're fighting in court. That kind of internal warfare doesn't happen in stable, profitable businesses.
🤖 Quick Answer
What is Pruvit and who owns the company?Pruvit is a multi-level marketing (MLM) company specializing in exogenous ketone supplements, including drinkable ketone products marketed for weight loss and energy. The company has operated since approximately 2015 and is owned by Terry LaCore through LaCore Enterprises, with Brian Underwood serving as Chief Executive Officer. Both entities are based in Texas.
What legal disputes has Pruvit been involved in?
In 2023, Michael Rutherford, Pruvit's former Master Distributor, filed a lawsuit against CEO Brian Underwood. Rutherford alleged that Underwood engaged in bullying behavior and attempted to terminate his Master Distributor earnings. The litigation exposed internal governance conflicts and raised questions about the operational stability of the organization.
**Why is Terry LaCore's ownership of Pruvit considered
🔗 Related Articles
- Modere sues former top earners over Frequense recruitment
- HB Naturals Review: Deceptive “healing protocol” marketing
- Global Bank Academy Review: Personality training & passups
- Arego Life Review: Modulating serotonin = happiness on demand?
- NeVetica Review: Pet care with disclosure issues