Juice Plus+ Taps Veteran Leader for Evolving Wellness Market

MEMPHIS, Tenn. – August 10, 2026 – In a move signaling a clear intent to accelerate its growth, health and wellness company Juice Plus+ has appointed Jennifer Orlando as its new Chief Executive Officer. The announcement places a seasoned executive, with a formidable track record across major direct selling brands, at the helm of a company navigating the intersection of plant-based nutrition, scientific claims, and a notoriously complex business model.

Orlando’s appointment is more than a simple changing of the guard; it's a strategic chess move. She steps into the role vacated by interim CEO and Chairman of the Board Mike Lohner, who will now serve as a Special Advisor. Lohner's confidence in the decision is explicit. "Jennifer is an incredible leader, and I've had the privilege of knowing her and watching her career trajectory over the last 10 years," he shared in the official announcement. "She has my full confidence in taking Juice Plus+ to this next level."

For Juice Plus+, a company built on a foundation of whole-food supplements and a sprawling network of independent distributors, this next level involves capitalizing on a booming wellness culture while navigating the inherent challenges of its industry. Orlando’s deep experience may be precisely the tool the company needs to do it.

A Proven Navigator for a Crowded Sea

Jennifer Orlando is no stranger to the world she now leads. Her resume reads like a roadmap of the modern direct selling and beauty landscape. She joins Juice Plus+ directly from Arbonne, another titan in the wellness space, where she served as CEO since 2023. Her tenure there, and in previous roles as Chief Growth & Innovation Officer, was marked by a focus on empowering the company's network of consultants with digital tools and innovative platforms—a critical skill set in an industry rapidly moving away from living room parties and toward social commerce.

Her career path includes leadership positions at other significant direct selling companies like Plexus Worldwide and Stella & Dot, giving her a panoramic view of the industry's mechanics, challenges, and opportunities. This is not the experience of a corporate outsider; it is the honed expertise of someone who has spent over two decades deep within the trenches of building brands through networks of people. Her early career at LVMH-owned Benefit Cosmetics and Macy's rounds out a profile that understands both premium branding and mass-market sales.

Beyond her corporate roles, Orlando's position on the board of the Direct Selling Association (DSA) underscores her influence and commitment to the industry's broader evolution. This vantage point provides insight into regulatory trends and best practices, an invaluable asset for any company operating under the direct selling model, which perpetually faces scrutiny from regulators and the public alike.

The Juice Plus+ Model: Science and Scrutiny

Orlando inherits a company with a unique and powerful narrative. Since 1995, Juice Plus+ has staked its reputation on bridging the gap between what people should eat and what they actually do, primarily through its fruit, vegetable, and berry-based nutritional capsules. Central to its identity is a stated commitment to scientific validation. The company proudly cites an investment of over $16 million in 33 human clinical trials, resulting in 47 published scientific papers.

In the often-murky, claim-heavy world of nutritional supplements, this dedication to research is a significant differentiator. However, it also places the company under a specific kind of microscope. The term "gold standard scientific research," as used in its communications, invites analysis. Industry watchdogs and educated consumers know that the credibility of such research hinges on factors like study design, peer-review status, and, crucially, the independence of the funding. While company-sponsored research is a common and legitimate practice, the challenge lies in building trust that extends beyond the company’s own ecosystem. The true impact is measured not just by the existence of studies, but by their acceptance within the broader scientific community.

This dynamic is mirrored in the company's direct selling business model. For hundreds of thousands of distributors, Juice Plus+ represents an entrepreneurial opportunity and a passionate community. Yet, like all companies using a multi-level marketing (MLM) structure, it operates in a space that faces persistent questions about distributor success rates and the line between legitimate product sales and recruitment-focused incentives—a line the Federal Trade Commission (FTC) monitors closely. The model's success depends on a delicate balance of empowerment, motivation, and strict compliance.

A Strategy for the Next Chapter

The most telling insight into Orlando's future strategy may lie in her own words. "Wellness is at the forefront of a cultural movement, and consumers are more educated, aware of and focused on their own well-being," she stated upon her appointment. This is not the rhetoric of a leader focused solely on sales figures; it is the observation of a strategist who understands the modern consumer's mindset.

Today’s wellness customer is skeptical, digitally native, and demands authenticity. Orlando’s background suggests a three-pronged approach is likely. First, leveraging her digital expertise from Arbonne to further modernize the tools available to the Juice Plus+ sales force, enabling them to compete effectively online. Second, leaning into the company's scientific legacy, potentially by enhancing transparency and finding new ways to communicate complex research to a lay audience. Third, navigating the regulatory and public relations tightrope of direct selling with the deftness her long career has afforded her.

Her mission is to harness the "passionate community" she referenced and empower it with a story that resonates in an era of information overload. The core challenge will be to ensure that the passion of the community is matched by the provable impact of the products and the sustainability of the business opportunity for its partners. The appointment of a leader so deeply embedded in the direct selling world suggests Juice Plus+ is not planning to pivot away from its core model, but to refine and strengthen it for a new generation.

The real test for Orlando will be translating her experience into tangible results for a brand that, while established, faces intense competition from every corner of the wellness industry. Her leadership signals that Juice Plus+ is ready to invest not just in its products, but in the strategic evolution of its entire business ecosystem. The appointment is a clear statement of ambition, but the true measure of its success will be written in the coming chapters as the company seeks to prove its impact in a market that values results over rhetoric.