Famous Discoveries to Leverage Worldwide Distribution Network to Launch NutraCea's Patented Rice Bran Technology for Pets.

ST. PETERSBURG, Fla. -- Famous Discoveries (FD), direct marketing giant, and NutraCea (OTCBB:NTRZ), a leader in stabilized rice bran technology, announced today a private label agreement whereby FD will market NutraCea's PetFlex(TM) under the brand name Dr.Vetz PetFlex in infomercials, TV shopping channels, internet and retail distribution channels.

"We are excited about the opportunity to integrate Dr. Vetz into our superior channels of distribution around the world. Our distribution engine includes live TV shopping channels worldwide. The spot we have planned for this product will support sales in all channels including our very popular Internet site http://FamousDiscoveries.com and http://Wholesalediscoveries.com," said Bill Barlow, Founder and CEO of Famous Discoveries.

"Mr. Barlow has successfully sold $950 million in products through television alone and his partner, Mr. Jankura is a popular inventor and host on TV shopping channels in the U.S., Canada, U.K., Japan and Australia. The company recently added wholesale distribution and international retail divisions to broaden their opportunities and we believe that their expertise in these specialized channels of distribution will result in a successful product launch of our unique, all natural patented COX 2 inhibitor, PetFlex, which includes our stabilized rice bran derivative for the companion pet market," said Margie Adelman, Senior V.P. NutraCea.

Famous Discoveries is a full service marketing and product development agency that successfully uses Direct Response to launch products into mainstream retail. The company integrates every facet of the marketing of consumer products; from concept through to manufacturing; the production of short and long form DR programming; the purchase and placement of media placement including broadcast and the Internet and the sale and delivery of products to consumers anywhere in the world. With four locations in the U.S. and Canada Famous Discoveries has distribution for its products in all sales channels domestically and through its international partners in 70 countries. The Famous Discoveries management team has more than 40 years of experience and success in the Direct Response industry having produced hundreds of short and long form (infomercial) programs for consumer products and generating over $1-Billion in sales. The Famous Discoveries (http://www.FamousDiscoveries.com) product line includes the best selling StainZ-R-Out line of cleaning products, Roll Out Piano and mysheetmusic.com where consumers can download arrangements for nearly 200 songs at no charge.