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Information @ a Glance

  • Morinda citrifolia, commonly known as Great morinda, Indian mulberry, Beach mulberry, Tahitian Noni, or since recently: Noni (from Hawaiian), Nono (in Tahitian), Mengkudu (from Malay), Nonu (in Tongan), and Ach (in Hindi), is a shrub or small tree in the family Rubiaceae. Morinda citrifolia is native to Southeast Asia but has been extensively spread by man throughout India and into the Pacific islands as far as the islands of French Polynesia, of which Tahiti is the most prominent. It can also be found in parts of the West Indies.
  • Noni tree is the only tree in the world that bears fruit 365 days a year. This is the kind of joyful, playful, fruitful energy we are dealing with here. It also has an amazing list of biochemical properties that mean it is indicated as being applicable for more conditions than any other natural product in the world

Cultivation Process

  • The variety Morinda citrifolia var. bracteata is a small-fruited type with conspicuous bracts below the fruit. It occurs in Indonesia and other parts of the region between the Indian Ocean and Pacific Ocean and is cultivated in some areas. This plant can be found in some of Hawaii’s botanical gardens. Noni plants produce fruits throughout the year in Hawaii.
  • Noni seeds are reddish-brown, oblongtriangular, and have a conspicuous air chamber. Only soft, ripened noni fruits should be chosen for seed collection. The seeds must be separated from the fibrous, clinging fruit flesh. Fresh noni seeds can be planted immediately after extraction from the fruit. Noni seeds require hot, wet conditions for optimum germination.


  • Noni fruit contains a very high concentration of a substance called proxeronine. When taken into the body this is converted into xeronine. Xeronine is an alkaloid - so are nicotine, caffeine and morphine. The idea is that there are receptors in the body hungry for xeronine that get attached to and ultimately addicted to these other alkaloids.
  • By flooding the system with proxeronine, more xeronine is produced and gradually it is able to wean these receptors away from the addictive substances. Many believe that noni juice benefits include relieving heart disease, high blood pressure, asthma, cancer, varicose veins, broken bones and many other afflictions. Others believe noni juice benefits the immune system, aids digestion and increases metabolism.

Market & Report

  • Tahitian Noni juice is a fruit juice mixture of 89% Noni fruit (Morinda citrifolia L.) and 11% common grape and blueberry juice concentrates and natural flavours. It is considers that it would be consumed in the form of fruit juice with a suggested level of consumption of 30 mL/day. Morinda citrifolia has been consumed in Polynesia and South East Asia. Tahitian Noni juice has been marketed in the USA, in Canada, Japan, Australia, Mexico, Norway and Hong Kong.
  • Puna noni juice is considered as 100% pure form because it is made up of handpicked fruit. Cost of puna fruit juice is in a reach of every one. Price of 32 ounce of Noni juice is $34.95. Its shelf life is 1 year if not opened and 6 month if opened but refrigerated. Over 200 companies came in the market with different products of noni. Sales of noni product are growing day by day.
  • The applicant of Noni Association has provided further compositional analyses using two samples of juice produced by members of PINA (Herbex Ltd and CCK Trading) and two samples of a 100% pure juice from Tahiti Noni which is used as a direct comparative. The production process of the two samples of juice produced by members of PINA is the same as that stated in the original application dossier.

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