NutraCea Receives Agreement for $2 Million Purchase Order

NutraCea Receives Agreement for $2 Million Purchase Order

Order Placed as a Result of High Level Consumer Response to Infomercials

EL DORADO HILLS, Calif., Aug. 25 /PRNewswire-FirstCall/ -- NutraCea (BULLETIN BOARD: NTRZ) announced today that it has entered into an agreement with ITV Global, Inc. for an initial order of $2 million dollars of FlexProtex(TM) Capsules and Rice'n Shine(TM) meal replacement beverage, both natural formulations based upon proprietary stabilized rice bran derivatives.

FlexProtex(TM) Capsules were debuted in a test infomercial managed by ITV Direct, Inc. that elicited significant call volumes after being previewed in select markets across the nation, reflecting a high level of consumer interest in obtaining safe, natural options for the pain and stiffness associated with arthritic conditions.

In addition, ITV Direct recently launched a second infomercial focusing on the health benefits of consuming NutraCea's Rice'n Shine(TM), a novel meal replacement beverage, which also contains proprietary, patented stabilized rice bran derivatives.

Both the FlexProtex and the Rice'n Shine products provided by NutraCea are based on the concept of whole food nutrition and are exclusively marketed by ITV Direct Inc.

"Based on a comprehensive analysis of previous test runs, we anticipate a high volume of sales as we increase the frequency of air time for the infomercials and expand our reach into more major markets nationwide. Based on this unprecedented consumer response and a strong demand for top quality nutraceutical products such as NutraCea's, which are supported by scientific studies and patents we are extremely pleased to be managing this campaign. These products contain the most nutrient-dense part of the rice kernel known as rice bran. Not only are they all natural and safe, they deliver results," stated Donald Barrett, co-founder and President of ITV Direct, the company managing the infomercial campaign.

"By entering into this strategic relationship with ITV Global, NutraCea now has a way of informing consumers as well as governments of the world that there are safe and natural options for conditions such as the joint pain and stiffness associated with arthritis, without the health risks associated with use of some of the arthritis drugs that are making headline news today. ITV Direct has recently moved into a world-class call center staffed with customer service representatives who are trained to answer consumers' questions. The collaboration of ITV Direct and NutraCea is one of the most important keys in fulfilling our mission to ethically communicate our message to consumers that there are safe, natural ways of addressing many of the serious health challenges which face us today," said Patricia McPeak, Founder and CEO of NutraCea.

For more information, visit http://www.itvdirect.com/.

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 bi-lingual 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: Margie Adelman, Public Relations Contact, Senior V.P. of
NutraCea, +1-916-933-7000 Ext. 646; or Stephen D. Axelrod, CFA, Investor
Relations Contact, of Wolfe Axelrod Weinberger Associates, LLC,
+1-212-370-4500

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

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