DNAP's genetically modified tomato clears final regulatory hurdle; test market of Endless Summer scheduled for March, with wider availability expected later in 1995.

OAKLAND, Calif.--(BUSINESS WIRE)--Jan. 23, 1995--DNA Plant Technology (NASDAQ:DNAP) has received notice from the U.S. Department of Agriculture (USDA) that DNAP's genetically modified tomato has been granted non-regulated status.

Since DNAP earlier received clearance from the Food and Drug Administration (FDA), this USDA "delisting" completes the regulatory process, and frees DNAP to begin test marketing the tomato this spring.

DNAP expects the tomato to offer distinct advantages in taste, texture, harvesting, distribution, and consistency of supply. DNAP used advanced breeding techniques to develop superior tasting, proprietary varieties, and then genetically modified these varieties to control ripening.

This will allow tomatoes to be left on the vine long enough to develop full taste and texture, yet still reach supermarket shelves at a perfect stage of ripeness, without special handling.

DNAP plans to grow, ship and sell the tomato through its FreshWorld Farms subsidiary under the Endless Summer brand name. "Our market research has indicated that most consumers feel that tomato quality drops off substantially during the non-summer months," explained Robert Serenbetz, chairman and chief executive officer of DNAP. "The Endless Summer name reflects our strategy of supplying consistently great tasting premium tomatoes throughout the entire year."

"We are extremely pleased to clear this final regulatory hurdle for our first genetically modified product," continued Serenbetz. "We are now poised to proceed with test marketing in March, with a regional roll out planned for later this year.

"Right behind the Endless Summer tomato, we have several other genetically modified vegetables in the early stages of the regulatory process at the FDA and USDA. We have seen significant acceleration of the process over the past year, and expect to commercialize products more rapidly in the future."

FreshWorld Farms will continue to supply its current customers with the existing conventionally developed FreshWorld Farms premium tomato varieties. The company expects to ramp up production of the Endless Summer varieties after evaluating the test market program later this year.

DNA Plant Technology (DNAP) is a leading agriculture and biotechnology company, focused on developing superior proprietary fruits and vegetables using advanced breeding, biotechnology, and other techniques. FreshWorld Farms, a wholly owned subsidiary of DNAP, grows and markets these and other premium fresh produce items, including tomatoes, cherry tomatoes, carrots, sweet mini-peppers and VegiSnax carrot sticks. DNAP has followed a two-track strategy, utilizing advanced breeding and processing techniques to develop its current product offerings, while using genetic engineering to further improve these products.

CONTACT: DNA Plant Technology

Dave Rochlin, 510/450-9387

Edelman Public Relations 

Lori Smudsky, 415/433-5381