PURE Bioscience Expands Business Strategy with Sales and Marketing Alliance for Long-lasting, Broad Spectrum SDC Antimicrobial Products

Richmont Sciences Will Serve as PURE’s Sales and Marketing Team

• Press Release
• Source: PURE Bioscience
• On 8:27 am EDT, Wednesday October 14, 2009

SAN DIEGO--(BUSINESS WIRE)--PURE Bioscience (NASDAQ:PURE) announced that it has expanded its business strategy through an alliance with the Dallas-based sales and marketing team Richmont Sciences, LLC, which will begin actively selling PURE’s revolutionary new antibacterial, antiviral and antifungal hard surface disinfectant and its active ingredient.

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PURE’s patented antimicrobial SDC (silver dihydrogen citrate) is the first new generation disinfectant to be registered with the U.S. Environmental Protection Agency in more than 30 years.

Unlike traditional alcohol- or bleach-based surface disinfectants, SDC-based disinfectants continue killing bacteria for up to 24 hours. Bacterial kill times for SDC are as quick as 30 seconds, compared with up to ten minutes for other products.

PURE’s CEO, Michael L. Krall, said today’s announcement represents a new, more aggressive approach to selling by PURE Bioscience. “Public concern is rising sharply over the serious health dangers of illnesses such as Swine Flu. We have extraordinary new technology and products that can protect lives. It is time to take a more direct role in getting our products into businesses, homes, schools, hospitals and anywhere they can help fight against illness caused by viruses and bacteria.”

“We are truly excited to be working with PURE to bring these extraordinary products to the places where they are so desperately needed to protect against illness,” said John Rochon, Richmont’s chairman. “This is more than just marketing. It is about saving lives by introducing a whole new category of long-lasting, broad spectrum germicides.”

“Our alliance with Richmont brings a group of world class marketers directly onto PURE’s team,” said Krall. “With Richmont quarterbacking our go-to-market strategy, we will have a more direct link to our markets and customers. This strengthens our business model at a time when the marketplace is demanding the kind of antibacterial solutions we offer.”

PURE has signed Richmont as its exclusive direct sales and marketing arm to initially focus on marketing SDC-based surface disinfectant under the brand name ‘IV-7 Ultimate Germ Defense™.’ Following the completion of remaining federal and state regulatory work, Richmont will also market PURE’s sanitizer for surfaces touched by food (in restaurants, hotels, food processing plants, etc.). In addition, Richmont will sell SDC concentrate as an active ingredient and as a preservative. PURE expects to recognize the revenues for products sold under the arrangement and to pay marketing fees to Richmont based upon those revenues.

About Richmont

Richmont is a seasoned team of sales and marketing experts. It is headed by John Rochon, who has spent 35 years successfully building and promoting a host of well-known consumer and business-to-business brands. Richmont Sciences is owned by privately held Richmont Holdings (www.richmontholdings.com).

Over the years, Mr. Rochon and the members of the Richmont team have helped build a host of brands, including Mary Kay, Avon, Dirt Devil, American and United Airlines.

About PURE Bioscience and its Products

PURE Bioscience develops and markets technology-based bioscience products that provide solutions to numerous global health challenges. PURE's proprietary high efficacy/low toxicity bioscience technologies, including its silver dihydrogen citrate-based antimicrobials, represent innovative advances in diverse markets and lead today's global trend toward industry and consumer use of "green" products while providing competitive advantages in efficacy and safety. Patented SDC is an electrolytically generated source of stabilized ionic silver which formulates well with other compounds. As a platform technology, SDC is distinguished from competitors in the marketplace because of its superior efficacy, reduced toxicity and the inability of bacteria to form a resistance to it.

PURE’s SDC-based disinfectant carries quick kill claims against Staphylococcus aureus, Pseudomonas aeruginosa, MRSA, VRE, Listeria, E.coli and Salmonella, as well as against viruses including HIV 1, Influenza A, Rhino Virus, Herpes Simplex Type 1, Polio Type 2, Human Corona Virus, Norovirus, Rotovirus and Avian Influenza A. In addition to its use as a disinfectant, SDC is being developed for various applications in health care, personal care and industrial use, including food processing and agriculture.

PURE is headquartered in El Cajon, California (San Diego metropolitan area). Additional information is available at www.purebio.com.

This press release includes statements that may constitute "forward-looking" statements, usually containing the words "believe," "estimate," "project,” "expect" or similar expressions. These statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements inherently involve risks and uncertainties that could cause actual results to differ materially from the forward-looking statements. Factors that would cause or contribute to such differences include, but are not limited to, acceptance of the Company's current and future products and services in the marketplace, the ability of the Company to develop effective new products and receive regulatory approvals of such products, competitive factors, dependence upon third-party vendors, and other risks detailed in the Company's periodic report filings with the Securities and Exchange Commission. By making these forward-looking statements, the Company undertakes no obligation to update these statements for revisions or changes after the date of this release.

Richmont Contact:
Richmont Holdings
Russell Mack, Executive VP
866-591-3817
rmack@richmont.net
or
Investor Contact:
Bibicoff + MacInnis, Inc.
Terri MacInnis, Dir. of Investor Relations
818-379-8500
terri@bibimac.com
or
Media Contact:
Gutenberg Communications
Michael Gallo, 212-239-8594
mgallo@gutenbergpr.com