XanGo ups consumer outreach

LEHI, UT: XanGo, an Amway-like network organization that sells a beverage made from the rare Southeast Asian mangosteen fruit, has launched a video-sharing site targeting both consumers and its 750,000 current international distributors.

LEHI, UT: XanGo, an Amway-like network organization that sells a beverage made from the rare Southeast Asian mangosteen fruit, has launched a video-sharing site targeting both consumers and its 750,000 current international distributors.

XanGo TV will provide a mixture of consumer- and distributor-generated video, as well as video from the company detailing the story behind the organization. Content will also provide the science that supports the benefits of the mangosteen fruit.

"We're obviously selling this product, but we're also selling the opportunity to work with XanGo," said John Digles, CMO of XanGo. "Our business is driven toward people who want to talk about their experience. They're passionate about telling those stories, and that's why this plugs so well into our business."

XanGo already has a Web site, www.thewholefruit.com, which offers information and a blog about the mangosteen fruit, its long medicinal history, and the health advantages of its consumption. XanGo TV will build on the XanGo brand and encourage greater consumer and distributor engagement.

"I think it's going to be a big part of our growth," said Digles. "XanGo TV is there to educate people about the juice. As far as [selling, audiences] have never seen this kind of thing before. [People will see] the personalities involved and some of the tactics [they] use to be successful."

Sellers of the mangosteen tout the fruit's nutritional benefits, such as antioxidants and potential impact on lowering the risk of disease.

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