Thrive Life
Overview, company details, product information, news, events, rankings and Rep listings for Thrive Life.
Thrive Life Current Status and History
Thrive Life no longer appears to be active as a direct sales company.
ThriveLife.com / Thrive Life is no longer active as a direct-selling company. Thrive Life announced it would close effective August 31, 2025. The broader freeze-dry manufacturing business connected to Thrive Freeze Dry continued separately, but the Thrive Life consumer/direct-sales brand and consultant opportunity ended.
Original Npros business profile for Thrive Life, preserved below for archival purposes:
Thrive Life was an American Fork, Utah-based freeze-dried food and emergency-preparedness direct-selling company. The company was originally known as Shelf Reliance and was founded in 2005 by Jason Budge and Steve Palmer. Its early product identity centered on shelf-stable foods, long-term food storage, food-rotation shelving, and emergency-preparedness supplies.
Thrive Life's product line included freeze-dried and dehydrated fruits, vegetables, meats, dairy products, grains, snacks, seasonings, sauces, pantry staples, and complete meal kits. The company positioned its products for both everyday cooking and long-term storage, emphasizing convenience, shelf life, family meals, emergency preparedness, and healthier home food storage.
Thrive Life added a direct-sales program in 2009 and later changed its name from Shelf Reliance to Thrive Life in 2013, when the company had reached about 10,000 distributors. Its MLM/direct-selling model used independent Consultants who sold products through parties, customer orders, recurring autoship-style programs, and personal websites. Older compensation summaries described customer commissions, party-sale bonuses, Thrive Q recurring-order commissions, enrollment commissions, and team commissions paid across multiple levels.
Thrive Life is no longer active as a direct-selling company. In July 2025, the company announced that it would close effective August 31, 2025, continue fulfilling orders while supplies lasted, and offer online-only discounting during the wind-down period. The old Thrive Life opportunity, consultant network, and retail direct-sales operation ended, although related freeze-dry manufacturing activity continued separately through Thrive Freeze Dry and its broader food-manufacturing platform.
Enrollment Options
To enroll, new Thrive Life consultants must purchase a Starter Kit for $199.00 which contains product samples, catalogs, marketing materials, business supplies, and ingredients and recipes for a party. Consultants must also set up a personal plan with the Thrive Q in order to receive commissions.
Compensation Plan
Thrive Life has a multilevel compensation plan. Thrive Life consultants receive $10 commission on party sales and 20%-30% commission for customers they enroll in the Thrive Q, as well as team commissions for up to 3 levels. In order to receive commissions, consultants must maintain a personal Thrive Q plan for $50.00 to $300.00 worth of product.
Company timeline
- 2005 Jason Budge and Steve Palmer found Shelf Reliance in American Fork, Utah, and launch the Food Rotation System.
- 2009 Shelf Reliance launches a direct sales Home Party program that pays independent consultants to present the company's products in homes.
- 2013 Shelf Reliance changes its name to Thrive Life at its third annual convention. The company reports a home-party program of about 10,000 consultants.
- 2021 Truth in Advertising, Inc. lists Thrive Life in Appendix A of its June 30 letter to the Federal Trade Commission asking the agency to use penalty-offense authority against specified multi-level marketing companies.
- 2022 Entrepreneurial Equity Partners and Mubadala Capital complete an investment in Thrive Freeze Dry and Mercer Foods and combine the two businesses.
- 2023 The Direct Selling Self-Regulatory Council closes Case #138-2023, a monitoring inquiry into Thrive Life earnings claims. The company removes six of twelve identified posts and commits to comply.
- 2025 The Direct Selling Self-Regulatory Council closes Case #220-2025 and recommends that Thrive Life modify or discontinue "serious income," "financial freedom," and "financial independence" claims and a YouTube incentive-trip video. The company agrees to comply.
- 2025 Thrive Life announces that it will close on August 31 and begins a liquidation sale on July 21.
Executive Team
Amy Palmer, Founder
Jason Budge, Founder
Lindsay Budge, Founder
Jason Norton, Executive Vice President
Jeremy Taeoali, Chief Operating Officer
Related companies and people
These people and companies appear in the public record around Thrive Life:
Sources
- Thrive Life Our Story, Wayback — Company chronology of the 2005 founding as Shelf Reliance
- Direct Selling News — Reports a direct sales program was added in 2009
- PR Newswire — April 1, 2013 announcement of the Shelf Reliance rename
- TINA.org — Lists ThriveLife as Appendix A entry 549
- Entrepreneurial Equity Partners — January 13, 2022 investment and Mercer combination
- BBB National Programs / DSSRC — Case #138-2023, closed November 16, 2023
- BBB National Programs / DSSRC — Case #220-2025, closed June 11, 2025
- Thrive Life homepage, Wayback — Homepage announces the August 31 close
Npros Business Verification
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