NutraCea Announces Launch of Dr. Vetz FlexBoost Via National Media Campaign and Receives Order From PetCo

21/09/07 NutraCea, a leader in stabilized rice bran nutrient research and technology, announced the launch of Dr. Vetz FlexBoost, a patented, all natural Cox2 inhibitor, which includes stabilized rice bran produced through NutraCea's proprietary process. The initial launch includes a nationwide media campaign of 60 and 120 second spots and an opening order from PetCo. Dr. Vetz FlexBoost helps alleviate the pain and inflammation associated with arthritis and helps to support and maintain optimal joint health in companion pets.

"The sales results from the initial testing phase were very positive. We are now actively rolling out the commercial to expand direct-to-consumer sales, which simultaneously helps to build our brand and support sales in the national retail stores," said Margie Adelman, Senior Vice President of NutraCea.

"We're pleased to have received the initial purchase order from PetCo, a large national pet retail chain, for distribution into their over 850 stores in 49 states and the District of Columbia. Other sales are currently pending for national retail chains," added Adelman.

"Dr. Vetz FlexBoost is the only product backed by NutraCea's patented technology and processes that is specifically designed for pets. It's unique because we combine glucosamine and other active ingredients with our powerful stabilized rice bran, which we manufacture exclusively through our proprietary stabilization technology," Adelman said.

The Company expects the Dr. Vetz FlexBoost for cats and dogs to hit the store shelves in the fourth quarter of this year. On the Web site, http://www.drvetz.com, the consumer also will have the opportunity to purchase Dr. Vetz Healthy Bites, a peanut butter/molasses-flavored treat for dogs, which also contains stabilized rice bran and other joint-health ingredients in a convenient tablet form for traveling.

"One of the side benefits of this tasty treat is that it improves your pet's breath, while helping to improve overall joint health." said Adelman.