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October 28, 2010 at 07:00 AM EDT
PURE Bioscience Announces Distribution Agreement for SDC-Based IV-7 Products in Middle East

PURE Bioscience (NASDAQ:PURE), creator of the patented silver dihydrogen citrate (SDC) antimicrobial, today announced that its marketing partner, Richmont Sciences (Richmont), has established distribution of PURE’s SDC-based IV-7™ products in the Middle East region. Under this arrangement, PURE sells IV-7 products to Richmont for resale into the Middle East, where the IV-7 water treatment and disinfection products have been registered by the United Arab Emirates-Dubai Municipality. Richmont is initially focusing on distribution of IV-7 Water Treatment.

Michael L. Krall, President and CEO of PURE Bioscience, stated, “Much of the Middle East’s drinking water is produced from desalination plants, and protecting stored drinking water from contamination and microbial growth presents a challenge to government, industry and consumers. We look forward to working with Richmont to provide a range of SDC-based products throughout the region.”

“The water purification and disinfecting technology of IV-7 products is a major scientific advance,” said John Rochon, Chairman of Richmont. “Safe water is a precious gift. Every day, far too many people become sick or even die from drinking or being exposed to contaminated water. This disaster can and must be prevented. We are determined to bring this new, lifesaving water treatment technology to families throughout the world.”

Richmont said that it has reached an agreement with Dubai-based High Scope General Trading LLC (High Scope) for the sale of IV-7 products in the Middle East region. “We are very pleased to join with High Scope in this effort and they will be an outstanding partner with us to bring IV-7 products to government, businesses and consumers,” said Mr. Rochon.

IV-7 Water Treatment contains PURE’s SDC technology, based on a proprietary molecule of ionic silver stabilized in citric acid. When used as directed for drinking water, the product provides safe, tasteless and odorless protection and can substantially reduce the incidence of gastrointestinal illness caused by contaminated water. As few as two ounces of IV-7 Water Treatment can treat 200 gallons of water in just minutes with no harm to the environment and no toxic side effects.

About IV-7 Products

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 Ultimate Germ Defense 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. IV-7 Ultimate Germ Defense 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 rating, the least-toxic classification, IV-7 Ultimate Germ Defense is also ideal for use in sensitive children’s areas.

IV-7 Ultimate Germ Defense for Food Contact Surfaces™ harnesses the same broad-spectrum disinfecting power as Ultimate Germ Defense combined with registration by the US EPA for food contact surface sanitization while maintaining the EPA Category IV rating. IV-7 Ultimate Germ Defense for Food Contact Surfaces is manufactured for use on surfaces and equipment in dozens of settings including food processing plants, farms, food storage areas, restaurants, fast food operations, cafeterias, supermarkets, break rooms, schools, hospitals and other institutions, as well as in homes. IV-7 for Food Contact Surfaces helps prevent cross-contamination in food contact environments and eliminates odors. IV-7 for Food Contact Surfaces provides an advantageous combination of efficiency, high efficacy and low toxicity by rapidly eliminating dangerous pathogens, yet it does not create irritating fumes and does not require rinsing.

IV-7 Water Treatment™ is a liquid concentrate containing SDC effective against a broad spectrum of bacteria, virus and fungus in a stable, non-toxic, tasteless, odorless and colorless solution. IV-7 water treatment is so powerful that just seven drops treat an entire gallon (approximately four liters) of water. Earlier this year, PURE shipped IV-7 Water Treatment to Haiti for use in earthquake-ravaged areas. Project Hope distributed the product, which was sufficient to purify 40 million gallons of water for safe drinking. The water treatment does not carry United States registration and is not available for sale in the US.

Additional information about IV-7 products is available at www.IV-7.net.

About Richmont

Richmont is an experienced 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). Richmont Sciences functions as the sales and marketing arm for PURE’s disinfectant, sanitizer and water treatment products in domestic and international 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.

Contacts:

Richmont Contact:
Richmont Holdings
Russell Mack, Executive VP
972-398-7136
rmack@richmont.net
or
PURE Bioscience Investor Contact:
Lippert/Heilshorn & Associates
Don Markley, Senior Vice President
310-691-7100
dmarkley@lhai.com
or
PURE Bioscience Media Contact:
Gutenberg Communications
Michael Gallo, 212-239-8594
mgallo@gutenbergpr.com
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