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When the Canadian company Organo Gold (OG for short) entered the stage of the network marketing industry in 2008, no one would have believed that the well-known coffee network company would record such gigantic growth in the coming five years. The three-day OG event, which took place in Las Vegas from October 4-6, 2013, in the convention hall of the Mandalay Bay, confirmed this in an impressive way. The 12,000 seats in the event center were bursting at the seams so that several thousand sales partners had to follow the mega event in a separate ballroom via a live broadcast.
Under the slogan “Stand United,” Organo Gold not only celebrated its fifth anniversary, which also symbolically marks the transition from a start-up company to an established business, but also celebrated the next phase of growth and the associated opportunities and market potential that management has identified and now wants to tap into. Wave 2, as the new strategic direction of Organo Gold is called, has begun: It wasn’t just a sophisticated well-designed 24/7 online coffee store that was launched. The world-renowned professional golfer Greg Norman, also known as” “The Great White Shark”, is now advertising for Organo Gold’s “Coffee Connoisseur” Club.
When Holten Buggs presented the online concept on stage on the last day of the event, there was no more holding back: “OG, OG, OG, OG, OG…” echoed through the arena. The crowd cheered, raved, was delighted. You literally sensed the projection that was going on in the minds of the sales partners and that Shane Morand, the Global Master Distributor, already highlighted in the small meet-and-greet round the day before (which we attended): The mass market, which lies outside of the “healthy” or specialized coffee market and to which OG has so far been moving towards, accounts for 99% of the total coffee market.
How large this piece of the “Big Pie” will turn out to be is something that remains eagerly awaited. Organo Gold has already created the prerequisites for this: The online store should greatly facilitate customer acquisition or as Buggs jokingly put it with the slightly modified OG slogan: “It’s TOO easy, it’s TOO simple, it’s coffee.” And this cannot be disputed , because a broad-based OG network already exists in many countries. However, “We have never been a coffee company,” Shane Morand said to us, producing puzzled looks with this statement. “Yes, we were never just a coffee company,” confirmed Morand again with emphasis, “We are plainly THE leadership development company.” No, we did not hear wrong. This sentence became clear to us next day as we saw hundreds of newly qualified sales partners receiving awards on stage.
There have never been so many new Sapphires in OG’s company history and we saw what he meant by this: Hundreds of newly qualified partners stood in the arena in a line almost a kilometer long waiting to take the stage for a few seconds, followed by Rubies and Emeralds, new Diamonds, Black and Blue Diamonds. A real highlight by this point was the motivational speech by the Crown Diamond David Imonitie, who also made it clear that you cannot be a “champion” without work and that obstacles, which he visually described as “walls,” can be overcome if you can just identify them.
The closing speech of the event was held by the Steinkeller brothers: Christian Steinkeller, who was crowned a new Crown Diamond at the start of the year at the Organo Gold convention in Houston, again made clear what the event slogan STAND UNITED really means: Working beyond the borders of your own team. Christian Steinkeller, who had already been touring the world for 20 days before the mega event in Las Vegas in order to present OG’s business in a cross-team manner and to provide local support, announced his desire to carry out meetings in every country where OG officially operates. And that’s no small number: OG is currently present in more than 32 countries and there are more to come soon. Kenya is on the agenda as well as Europe, where the first European OG convention will take place in Rome in April of next year.
The absolute climax of the event was the coronation of the new Crown Diamond, Aron Steinkeller. When CEO Bernardo Chua put the crown on the new Crown Diamond Aron Steinkeller, the entire Convention Center cheered. OG briefly portrayed his background in a video and a torrent of recognition from OG leaders and his family poured down from the screen.