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DNA PLANT TECHNOLOGY EXPANDS CONSUMER-PREFERRED CARROTS TO CHICAGO PUBLIC SCHOOLS, DISNEY WORLD, AND EAST COAST MARKETS

 CINNAMINSON, N.J., Sept. 14 /PRNewswire/ -- DNA Plant Technology (NASDAQ: DNAP) announced today that its FreshWorld joint venture has begun selling FreshWorld Farms(TM) VegiSnax(R) carrot sticks to both the Chicago Public School System and Disney World. Distribution of FreshWorld Farms whole carrots has also expanded to the East Coast. In addition, FreshWorld has begun selling ready-to-eat carrot bites, which are bite-size carrots, the fastest growing carrot segment.
 FreshWorld, a 50-50 joint venture between DNAP and DuPont, markets branded produce including proprietary carrot sticks, whole carrots, and carrot bites that are sweeter, juicier, and crunchier than other carrots. Consumer taste tests have shown that they are referred five- to-one over regular carrots.
 "Our ability to enter these new markets is a clear indication of the consumer demand for our great tasting, premium carrots," said Robert Serenbetz, DNAP president and CEO. "The total U.S. market for carrots is $700 million at retail. With our superior variety of carrots, we believe we can achieve a significant share of this market and even expand the overall demand for carrots."
 The Chicago Public School System began this month offering the VegiSnax carrot sticks on a trial basis to students through the city's school lunch program.
 "Our launch into the schools is particularly significant in light of the U.S. Department of Agriculture's new program to improve the nutritional content of school lunches by increasing the amount of fresh fruits and vegetables," said Serenbetz.
 This summer, after several months of successful testing, Disney World started selling the VegiSnax carrot sticks on health food carts and in selected cafeterias throughout the Orlando, Fla. theme park.
 In mid-August, the whole carrots were launched on the East Coast through the ACME Markets chain. ACME's approximately 250 supermarkets are located primarily in the Philadelphia metropolitan area in Pennsylvania and in southern New Jersey.
 In addition to reaching new markets, FreshWorld expanded its carrot product line this month when it began selling ready-to-eat carrot bites. These are currently being sold to retail outlets in the Southeast and Southwest.
 The carrot variety used for the carrot sticks, whole carrots, and carrot bites was selected by DNAP after testing several hundred carrot varieties for taste and texture. When the ideal carrot was found, DNAP used breeding techniques to further improve the taste and texture and to ensure consistent quality in commercial production.
 FreshWorld Farms whole carrots have been selling successfully in supermarkets in California, Oregon, Washington, Colorado, and Utah. VegiSnax carrot sticks are currently available on a number of airlines, on Amtrak, and in selected supermarkets.
 DNAP is a leading agricultural biotechnology company, applying a spectrum of technologies to develop and commercialize plant-based products and environmental diagnostic products for consumer and industrial markets. DNAP follows a two-track strategy of using advanced breeding to develop and market improved, premium produce today and using genetic engineering to make tomorrow's crops even better. DNAP's two major operating joint ventures are FreshWorld in premium fruits and vegetables and InterMountain Canola Company in special varieties of healthy edible oils.
 -0- 9/14/93
 /CONTACT: Cara Kiewel of Edelman Worldwide, 212-704-8187 or Morton Sosland of DNA Plant Technology Corporation, 609-829-0110/
 (DNAP)


CO: DNA Plant Technology ST: New Jersey IN: SU:

WB -- NY004 -- 1605 09/14/93 08:49 EDT
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Date:Sep 14, 1993
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