NATIONAL SAFETY ASSOCIATES (NSA) Review and Profile

The National Safety Associates business continues as The Juice Plus+ Company.

In July 2023, the company reported nearly one million customers, more than 200,000 independent Sales Partners and operations in 27 markets. Altamont Capital Partners invested in the company in 2018 and continues to list it as an active portfolio investment.

National Safety Associates, commonly known as NSA, was founded by former schoolteacher Jay Martin in 1970 in the Memphis, Tennessee, area. Martin reportedly started the company with $500. NSA initially sold home fire-protection equipment through door-to-door representatives and later expanded into countertop water filters, shower filters, air-filtration products and related household equipment. By the late 1980s, the company had developed into a large multilevel marketing organization built around independent distributors.

NSA's water- and air-filtration business relied heavily on distributors purchasing products and building sales organizations. Distributors earned commissions on their personal sales and overrides on sales generated by recruited distributors. Successful participants advanced through regional and national marketing-director levels. The company shipped products directly to customers, although distributors were also encouraged during portions of NSA's history to purchase substantial quantities of inventory.

In 1993, NSA introduced Juice Plus+, a line of fruit- and vegetable-based nutritional supplements. Juice Plus+ became the company's central product line, replacing the household safety and filtration products that had originally defined NSA. The business later adopted The Juice Plus+ Company, LLC as its corporate identity; a 2019 manufacturing agreement filed with the SEC expressly identifies The Juice Plus+ Company as formerly known as NSA, Inc. and NSA, LLC.

The current product range includes fruit, vegetable, berry and omega-blend capsules, chewable supplements, shakes, powders, bars and other nutrition products. The company continues to use a multilevel direct-selling model. Independent Juice Plus+ Partners earn compensation from customer sales and may build teams of additional Partners, with rank advancement and team-based compensation tied to qualifying sales volume. The company does not operate as a conventional retail supplement manufacturer whose products are distributed primarily through stores.