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NutraCea Announces Launch of Dr. Vetz FlexBoost(TM) Via National Media Campaign and Receives Order From PetCo

Thursday, September 20, 2007 General News J E 4
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PHOENIX, Sept. 19 NutraCea(OTC Bulletin Board: NTRZ), a leader in stabilized rice bran ("SRB") nutrientresearch and technology, announced today the launch of Dr. Vetz FlexBoost, apatented, all natural Cox2 inhibitor, which includes stabilized rice branproduced through NutraCea's proprietary process. The initial launch includes anationwide media campaign of 60 and 120 second spots and an opening order fromPetCo. Dr. Vetz FlexBoost helps alleviate the pain and inflammation associatedwith arthritis and helps to support and maintain optimal joint health incompanion pets.

"The sales results from the initial testing phase were very positive. Weare now actively rolling out the commercial to expand direct-to-consumersales, which simultaneously helps to build our brand and support sales in thenational retail stores," said Margie Adelman, Senior Vice President ofNutraCea.

"We're pleased to have received the initial purchase order from PetCo, alarge national pet retail chain, for distribution into their over 850 storesin 49 states and the District of Columbia. Other sales are currently pendingfor national retail chains," added Adelman.

"Dr. Vetz FlexBoost is the only product backed by NutraCea's patentedtechnology and processes that is specifically designed for pets. It's uniquebecause we combine glucosamine and other active ingredients with our powerfulstabilized rice bran, which we manufacture exclusively through our proprietarystabilization technology," Adelman said.

The Company expects the Dr. Vetz FlexBoost for cats and dogs to hit thestore shelves in the fourth quarter of this year. On the Web site,www.drvetz.com, the consumer also will have the opportunity to purchase Dr.Vetz Healthy Bites(TM), a peanut butter/molasses-flavored treat for dogs,which also contains stabilized rice bran and other joint-health ingredients ina convenient tablet form for traveling.

"One of the side benefits of this tasty treat is that it improves yourpet's breath, while helping to improve overall joint health." said Adelman.

For more information on FlexBoost, visit the Company's Web site athttp://www.drvetz.com, or call 800.756.1599.

About NutraCea

NutraCea is a leader in stabilized rice bran nutrient research and dietarysupplement development. Through its wholly-owned subsidiary RiceX, the Companymanufacturers (as well as distributes) products and food ingredients made fromRice Bran through its proprietary technology and processes. The Company hasdeveloped intellectual properties to create a range of proprietary productformulations, delivery systems and whole-food nutrition products. NutraCea'sproprietary technology enables the creation of food and nutrition productsfrom rice bran, normally a wasted by-product of standard rice processing. Inaddition to its whole-foods products, NutraCea develops families of health-promoting "nutraceuticals," including natural arthritic relief andcholesterol-lowering products. More information can be found in the Company'sfilings with the SEC, and you can visit the NutraCea web sitehttp://www.NutraCea.com.

Forward Looking Statements

This release contains forward-looking statements, including, but notlimited to, statements regarding the future introduction of productscontaining NutraCea ingredients, and the future introduction of such productsinto retail outlets, both of which statements are subject to market risks, andthe possibility that NutraCea will not be able to timely begin production insufficient volume and quality for the market, or provide ingredients that meetcustomer expectations or at price points that satisfy market requirements, andrisks that the products may not be successful. These statements are made basedupon current expectations and actual results may differ from those projecteddue to a number of risks and uncertainties. The Company does not undertake to
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