PURE Bioscience Announces Direct Sales Channel Launch
of IV-7 Ultimate Germ Defense
Former Chairman of Mary Kay to Head Direct Sales Campaign
SAN DIEGO (May 24, 2010) – PURE Bioscience (NASDAQ: PURE) today announced the direct sales channel launch of its revolutionary silver dihydrogen citrate (SDC)-based disinfectant, IV-7 Ultimate Germ Defense™ (IV-7).
An experienced team led by industry veteran and former Mary Kay Inc. Chairman John Rochon, now chairman of Richmont Holdings, is launching IV-7 direct to consumers through a newly formed company called IV-7 Direct. IV-7 will be sold through a network of independent sales associates using a multi-level sales model. This approach is structured to bring products to consumers more quickly than would be the case through retail stores. Under this arrangement, PURE Bioscience sells finished products at contracted unit prices to Richmont Sciences, a Richmont Holdings company, and also shares in the profits.
Michael L. Krall, President and CEO of PURE Bioscience, stated, “We believe direct marketing is the ideal channel through which to educate consumers about the advantages of SDC-based disinfectant products and to establish their everyday use in homes across the nation. IV-7 is unmatched in its powerful efficacy and breakthrough EPA category IV lowest toxicity rating. We are confident that using the grassroots power of direct selling will allow us to compete with brand giants in the green cleaning category.”
Krall continued, “We have great confidence that John Rochon’s sales and marketing expertise and leadership will produce success in the household and institutional sectors while we continue to focus on product and business development in the industrial, textile, agricultural, personal care, preservative, pharmaceutical and medical device markets as well as the food and water treatment markets.” Richmont Sciences also functions as the sales and marketing arm for PURE’s disinfectant in the institutional, janitorial and sanitation markets.
John Rochon, former chairman of Mary Kay Inc. and a respected veteran of more than 20 years in the direct selling industry, stated, “IV-7 Ultimate Germ Defense is a once-in-a-lifetime product that is going to protect millions of people from the threat of bacteria and viruses. We have an obligation to get this product into the war on germs as quickly as possible, to protect our loved ones and save lives. Direct selling is the best way to do that.
“This product is too special to put on store shelves with old-generation disinfectants. Through the person-to-person contact of direct selling, we will show consumers how these products are different and spread the word quickly.” Mr. Rochon also mentioned that the first phase of the rollout will be completed over the next several weeks.
About IV-7 Ultimate Germ Defense™
IV-7 Ultimate Germ Defense can be used to kill germs on hard surfaces in a wide variety of settings, such as homes, offices, schools, hospitals, medical and dental clinics, restaurants, hotels, animal shelters, public facilities and many more. Unlike traditional alcohol- or bleach-based surface disinfectants, IV-7 requires no hazard or warning statements and carries bacterial kill times as quick as 30 seconds, compared with up to 10 minutes for competing products. These benefits are due to PURE’s SDC technology, the first new disinfectant active ingredient to be registered with the U.S. Environmental Protection Agency (EPA) in more than 30 years. SDC provides powerful protection – even against resistant pathogens such as MRSA – and continues to kill bacteria for up to 24 hours after usage; yet, with its EPA Category IV toxicity rating, the lowest classification, SDC is also labeled for use in sensitive children’s areas. Additional information about IV-7 Ultimate Germ Defense™ is available at www.IV-7.net.
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. IV-7 Direct and Richmont Sciences are owned by privately held Richmont Holdings (www.richmontholdings.com). Richmont Sciences functions as the sales and marketing arm for PURE’s disinfectant in the institutional, janitorial and sanitation markets.
About PURE Bioscience
PURE Bioscience develops and markets technology-based bioscience products that provide solutions to numerous global health challenges, including Staph (MRSA). 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 is headquartered in El Cajon, California (San Diego metropolitan area). Additional information on PURE 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.