Sunday , 21 April 2019

Who Is

It isn’t often that a new food storage company/brand comes into the preparedness industry. While we haven’t had the time to review all of them this particular brand appeared out of thin air and looks to make a serious play within the food storage industry.

Today we are going to talk about them, Nutristore. Their home can be found at We first noticed this brand popping up on’s preparedness section of their website in 2013. Having never heard of the brand we did what any good internet sleuth would do and started googling for details. Here is the interesting conclusion we came to:

Nutristore is a new brand of food storage owned by Thrive Life (formerly known as Shelf Reliance). A company whose business model is Multi-Level Marketing (MLM).

[UPDATE 9/27/2014]

After speaking with a friend who works for one of the major companies within the food storage and preparedness industry I can now say with 100% confidence that Thrive Life owns and operates Nutristore and Without getting into a lot of details my source (whose job is to create new products for his company) saw a Nutristore branded water filter that he liked and found out who the manufacturer of the filter was. He contacted the manufacturer and expressed interest in purchasing the same filter for resale on their website. He was told by the filter manufacturer that this particular filter was commissioned by Thrive and that he could resale a similar one IF he made some color changes to the actual device as the manufacturer did not want to upset its client Thrive. More on filters read at:

While we were always about 98% confident that Thrive owned and operated Nutristore but we couldn’t say with certainty that it was until now. A 3rd party manufacturer confirmed it. We had our doubts at times as we received emails and comments on our site from Thrive employees as well as Executive Management (one of their Presidents) denying the connection. They clearly did not want people this information getting out, if they didn’t mind they would have never tried to convince us otherwise by attempting to set up a meeting or a phone call to discuss the matter.


Evidence of the owner, comes from a variety of sources:

1. The contact phone number on the (during the early stages of the site) was Thrive’s customer service line. This has now been changed.

2. Nutristore nutritional panels match up to the details on the same product from Thrive. They are buying from the same source and are merely putting a Thrive or Nutristore label on the cans depending on need.

3. Nutristore uses small serving sizes (typically half of other brands) which is a similar tactic used by the Thrive brand. 1/4 cup is their typical serving size for most fruits and vegetables and both brands use the same serving size. 98% of the other food storage companies have a 1/2 cup serving size for those same products.

4. Nutristore is be available from and at Thrive is one of the few companies at the time to be reselling product into so it looks like they used their in with Costco to launch the new brand.

Here are some interesting takeaways from this new Nutristore brand at this time:

– You can buy their freeze-dried fruits, vegetables, and cheeses from Costco today, they make you buy 6-12 cans as well as large food storage kits.

– The FAQ page of the website states that foods come from around the world including China, something we have already dug up in our Thrive (formerly Shelf Reliance) review. [UPDATE 9/27/2014] Thrive and Nutristore now claim that no food comes from China but we urge caution in believing this as their track record on honesty is not great.

– It appears to be a non-MLM brand, so not to undermine and anger Thrive’s salesforce of consultants with direct competition. To learn more about what an MLM is check out this article on MLMs.

– Nutristore will be sold through their website without the pressure of seeing a sales consultant inside of the MLM business model. This is great news for people that don’t want someone hassling you to buy more and more each month or come to their house for food storage parties like you will with Thrive.

Nutristore Thrive Shelf Reliance Food– Their freeze-dried food prices on Costco are really good, if you are ok with where they source their food.

– Orders are delivered in discreet packaging, a nice plus.

– They sell rotation shelving under the brand FIFO. Thrive (formerly Shelf Reliance) is a company that started out selling gravity racks for #10 cans. They purchased their lone competitor FIFO a couple years ago as it was competing with their shelving systems. It is very clear they are separating Thrive from this new website carrying Nutristore branded cans of food. We have yet to see Thrive or Shelf Reliance products of any kind on the site though that may change one day when the cat is fully out of the bag.

Of course these details are subject to change early on as the company works to develop its brand and messaging. Some assumptions were made based on the site in the state it was when we viewed it last week (January 2013), clearly they could make some changes so we will come back and update this post as we learn more.

Nonetheless it is interesting to see the new brand pop up and to see who is behind it. Our guess is Thrive is not doing well with their MLM (multi-level marketing) business and felt the need to start a whole new brand that was completely separate from Thrive where they could operate like a normal business. Having talked with 3 close friends who are or have been Thrive consultants they agreed that this is likely (in part) Thrive’s plan to sell product outside of the traditional MLM methods. With the Nutristore product line separate from Thrive it enables the company to go after opportunities that might prove difficult with their existing business model.


  1. Cans are great, but I’m personally a huge fan of Mylar pouches for food storage – they can get up to a 25 year shelf life, and you can even pour hot water into them and rehydrate your food storage right in the bag. In a pinch, it beats dirtying dishes!

  2. Hi, I’m concerned about some misinformation in your article about how consultants have to compete with Costco when it comes to Thrive products. This is actually not the case. All consultants are able to price match and offer better prices to any customer that wants a Costco Thrive package. And your personal consultant always has the option of making any of your large orders count as a personal party…meaning not only will your price be better than Costco, but by the time you are done, you will have the benefit of host benefits (10% of your subtotal back in free products, and the option to purchase $100 worth of products at half off—based on retail prices).

  3. HI Shawn, thanks for making the correction. I’ve also been hearing some things different to what your article says…………not that Nutri and Thrive are the same, but rather Nutri is using the Thrive packaging facilites to package their own Nutri food products….two different companies, using two different foods, but sharing the same space. Have you heard anything about this?

    • Hadn’t heard that Shelf Reliance was going to get in the business of co-packing. Going to be interesting to see more when they launch the site. Considering a bunch of things listed and others I know I would put my money on the two brands being run by SR but we will see, you very well could be right… there are companies like Food for Health International that sell direct to the public with their own brand while also co-packing for other companies.

  4. Thank you for your work on the different companies. I just noticed at the bottom of under the specials tab a link to take youth linden farms. Looks like another branch of the same company where they have you sign up for a monthly autoship.

    • I have yet to do a review of Lindon Farms but they are a “wholesale” brand that resells their product to distributors. They are owned and operated by The Ready Project (another company I need to review). They started out as an imitator of the Ready Store. Sprung to life shortly after with a similar name and brand. Also made their own in house brand based off the Ready Store’s. Their brand is Lindon Farms (Lindon is a city in Utah County) and copied Saratoga Farms (Saratoga Springs is another city in Utah County). There are a lot of other things they have done to copy the Ready Store but lately have become more of their own company which is nice to see. They make their money selling the ARK food storage supply (pouch meals in buckets) into Costco and into SamsClub under a different name.

  5. Are they using non gmo foods?

  6. You are just plain misinformed. Thrive Life pulled away from the retail model and went the Direct Sales route. A previous employee wanted to fill that retail market space so he started his own company, Nutrisource. The food sources are not the same. At times Nutrisource did rent time using Thrive’s canning machines but no longer need to. You should go to both business and take a tour and speak to the executives, see for yourself.

    • I’ll go visit it you can give me Nutristore’s address. Every food storage company on the planet has a tangible real address to go visit their headquarters, but you know who doesn’t? Nutristore. Instead their website just shows a PO Box address for their business. A box that is located in American Fork Utah, the same city where Thrive’s headquarters are. If you do a google map search for Nutristore the address of 536 S 330 E, American Fork, UT 84003 pops up which is a residential area that is literally a stones throw from Thrive’s headquarters. I highly doubt they run their business out of a house, they’re doing millions of dollars alone through and that isn’t counting their website sales.

  7. Hi Shawn… Thank you for your valuable information regarding these companies and where they source their food from. Would you be willing to make any recommendations based on your reviews?

    • If you look at the variety of company reviews I have done you can scroll to the bottom to see their scores and which areas they are strong and which areas they are weak. From there you can compare the scores and see who we recommend based on the things we look for in a food storage supplier. I know this doesn’t answer your question directly but in all reality the answer isn’t a short one so I’d recommend clicking on the COMPANY REVIEWS link at the top and checking out the companies we have reviewed. We are in the process of writing 3 more company reviews right now but I can tell you right now they are not going to supplant the top 2 or 3 we have liked so far.

      Thanks for dropping by, let me know if you have any other questions.

  8. is owned by the same folks that own Thrive Life. I know this because I worked at Thrive Life for several years. They hide this company relationship so their MLM distributors don’t find out that the owners are competing with them via NutriStore Costco sales.

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