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POSITIVE TEST MARKET RESULTS FOR DNA PLANT TECHNOLOGY TOMATO LEAD TO EXPANSION PLANS

 OAKLAND, CA, Aug. 5 /PRNewswire/ -- DNA Plant Technology Corporation (NASDAQ: DNAP) announced today at its annual "Field Day" that test market results on its premium tomato have been three times greater than expected, leading the company to plan a full-scale market expansion later this year.
 DNAP's tomato, sold under the brand name FreshWorld Farms(TM), achieved an average 15.8 percent market share during its first three months in test market, begun last April in Philadelphia, and Columbus Ohio. With this high level of consumer acceptance, DNAP announced its plans to increase the number of supermarkets carrying its tomato from the current 41 to over 500 by the end of 1993. The company is now planting sufficient acreage to meet this goal. This will be the first phase of a full-scale rollout.
 DNAP's tomato is a vine-ripened variety that stays fresh for 10 to 14 days compared to most vine-ripes which have a shelf life of three to seven says. DNAP developed its new breed of tomato to have improved taste, a heartier texture, a deep red color, and to be available on a year-round basis. Developed through a patented advanced breeding technique that allows DNAP to accelerate the breeding process and select for new improved varieties of tomatoes, DNAP's tomato is 100 percent natural.
 "Our excellent test market results confirm what previous taste tests and other consumer panel data have indicated," said Robert Serenbetz, president and chief executive officer of DNAP. "With our upcoming market expansion, we look forward to duplicating our successful results on a broader scale. As part of our marketing program, we are creating an advertising campaign which will be tested in a select area to determine if our potential market share is even greater than our test market results suggest."
 DNAP has developed a year-round growing and distribution system, working with leading tomato growers in California, Mexico, Florida, Georgia, South Carolina, Virginia and New Jersey. The company's growing partners include Meyer Tomatoes on the West Coast and the Six L's Packing Company on the East Coast. DNAP is also working with two experienced vegetable and fruit repackers, the Thomas Colace Company in Philadelphia and The Crystal Fruit Company in Columbus. "This partnership is part of our overall strategy of leveraging the existing grower, repacker, retailer distribution network," noted Serenbetz.
 DNAP's tomato is currently available under the brand name FreshWorld Farms at selected Kroger supermarkets and Big Bear Stores in Columbus, Ohio and at selected Acme and SuperFresh supermarkets in the Philadelphia and southern New Jersey area.
 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.
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 /CONTACT: Morton Sosland of DNA Plant Technology Corporation, 609-829-0110, or Stacy Berns, or Cara Kiewel, both of Edelman Worldwide, 212-704-8111, for DNA Plant Technology Corporation/
 (DNAP)


CO: DNA Plant Technology Corporation ST: California IN: MTC SU:

LD-MG -- NY005 -- 9686 08/05/93 08:30 EDT
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Publication:PR Newswire
Date:Aug 5, 1993
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