PURE Bioscience introduces new Hard Surface disinfectant

PURE Bioscience, Inc. (NASDAQ:PURE), creator of the patented silver dihydrogen citrate (SDC) antimicrobial, today announced the launch of its proprietary new brand, PURE™ Hard Surface disinfectant and food contact surface sanitizer at the 2011 California State PTA Annual Convention being held April 28 - May 1 in Long Beach, California. PURE has developed a fundraising opportunity for the California PTA through which a portion of product sales is donated back to local PTAs.

Michael L. Krall, PURE Bioscience's Chief Executive Officer, said, "As we strengthen our business development and marketing strategy by retaining more direct control of domestic sales, the Annual Convention of the California PTA provides the ideal springboard to begin establishing national recognition of the PURE brand with household purchasing decision makers and influential participants in our public schools. PTA leaders are energetic child advocates and the perfect target market for PURE Hard Surface. We plan to replicate this PTA fundraising sales model in other states while at the same time building market awareness for our brand in other consumer markets as well as commercial and institutional markets through both alternative and traditional channels of distribution."

PURE Hard Surface provides an unparalleled combination of high efficacy and low toxicity with 30-second bacterial kill times and 24-hour residual protection. PURE Hard Surface completely kills resistant pathogens like MRSA and also effectively eliminates dangerous fungi and viruses including HIV, Norovirus, Influenza A, Avian Influenza and H1N1. PURE Hard Surface is registered for use on food contact surfaces and is gentle enough to be used in sensitive children's areas. PURE Hard Surface has been registered by the US Environmental Protection Agency and the State of California. The other state registrations are in process.

Affiliates of California PTA groups enrolled in the fundraising program may purchase PURE Hard Surface at www.ptapure.com to benefit their local PTA. Otherwise, PURE Hard Surface may be purchased at www.csnpure.com, where a portion of product sales is donated to Child Safety Network. PURE Hard Surface will also be available directly from PURE at www.purebio.com.