NutraCea Launches National Infomercial With ITV Direct

NutraCea Launches National Infomercial With ITV Direct

Infomercial to Feature National Debut of FlexProtex(TM), A Patent-Protected Natural COX-2 Inhibitor

EL DORADO HILLS, Calif., July 14 /PRNewswire-FirstCall/ -- NutraCea (BULLETIN BOARD: NTRZ) announced today that they will be launching FlexProtex(TM), a patent-protected, all natural COX-2 inhibitor to help in the management of arthritis and joint inflammation, with ITV Direct, a national infomercial company that will begin airing across the U.S. beginning July 21, 2005. The initial testing phase of the infomercial in select markets around the country proved to be highly successful in terms of volume of calls per media airtime and closure rates on actual sales of the product. The media purchases and production for the entire infomercial campaign is managed by ITV Direct, and NutraCea is the exclusive product formulator and manufacturer.

"We're very pleased with the results of the initial testing phase of the infomercial, and we look forward to the national rollout of the infomercial, which, according to the first reports, appears it will be very well received by the American public," said Donald Barrett, Co-founder and host of the infomercial. "We know that people with arthritis are seeking safe, effective alternatives to some of the prescription drugs that are being scrutinized for their safety and long-term effects. It is our goal at ITV to share this information so that people will have options, which do no harm and, in fact, might provide some real solutions to their health problems," Barrett said.

The infomercial focuses on natural options for arthritic conditions and joint inflammation using NutraCea's newly issued patent-protected formula called FlexProtex(TM), which contains a unique base of stabilized rice bran derivatives and many other vital ingredients also known for their action as natural COX-2 inhibitors. The FlexProtex(TM) formula works on the same mechanism of COX-2 inhibition that many of the pharmaceutical drugs do to help in the management of flexibility, joint health and arthritis, a crippling and debilitating disease.

"We selected ITV Direct because of their historical success in bringing dietary supplements to market and to introduce our novel stabilized rice bran products, such as FlexProtext(TM), to the entire nation. Backed by many years of research and patents, which give us a unique positioning in the marketplace, we're very proud to be able to offer such high quality products at very reasonable prices by using the medium of direct-to-consumer selling," said Patricia McPeak, Founder and CEO of NutraCea.

About ITV Direct

Based in Beverly, Massachusetts, ITV Direct is a premier national infomercial company founded in 2001 by Donald Barrett and Robert Maihos. The company occupies a 55,000-sq.-ft. facility with over 200 employees. ITV offers a comprehensive solution to direct-to-consumer marketing, providing a complete range of services, which include in-house production of the infomercial, media buying and placement, in-house bilingual call center operations, product fulfillment, customer service and outbound marketing programs. Many of their shows have ranked in the top ten according to Infomercial Marketing Services. Their currently airing SeaVegg infomercial is the number 12 ranked infomercial in the nation according to Infomercial Marketing Services. Other successful infomercials produced by ITV Direct include Dr. Lorraine Day, AlkaSlim and AquaSana.

About NutraCea(R)

NutraCea is a leader in stabilized rice bran nutrient research and dietary supplement development. The Company has developed intellectual property to create a range of proprietary product formulations, delivery systems and whole food nutrition products. NutraCea's proprietary technology enables the creation of food and nutrition products from rice bran, normally a waste by- product of standard rice processing. In addition to its whole foods products, NutraCea develops families of health-promoting "nutraceuticals," including natural arthritic relief and cholesterol-lowering products, and all-natural "cosmeceutical" beauty aids. More information can be found in the Company's filings with the SEC and on NutraCea's web site http://www.nutracea.com/ .

This release contains statements that are forward-looking. These statements are made based upon current expectations that are subject to risk and uncertainty. The Company does not undertake to update forward-looking statements in this news release to reflect actual results, changes in assumptions or changes in other factors affecting such forward-looking information. Assumptions and other information that could cause results to differ from those set forth in the forward-looking information can be found in the Company's filings with the Securities and Exchange Commission, including the Company's most recent periodic report.

Public Relations Contact:
Margie Adelman
Senior V.P. NutraCea
916-933-7000 Ext. 646

Investor Relations Contact:
Stephen D. Axelrod, CFA
Wolfe Axelrod Weinberger Associates, LLC
212-370-4500

Source: NutraCea

CONTACT: Public Relations, Margie Adelman, Senior V.P., NutraCea,
+1-916-933-7000, ext. 646; or Stephen D. Axelrod, CFA, Wolfe Axelrod
Weinberger Associates, LLC, +1-212-370-4500, for NutraCea

Web site: http://www.nutracea.com/

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