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Henk Hoogenkamp, Accomplished Author and Food Ingredient Scientist, Joins NutraCea as Executive Advisor on the Utilization of Stabilized Rice Bran in Food Ingredient Applications
Date:11/16/2009

PHOENIX, Nov. 16 /PRNewswire-FirstCall/ -- NutraCea (OTC: NTRZ), a world leader in stabilized rice bran (SRB) nutrient research and technology, announced today that Henk Hoogenkamp, a world renowned author, researcher and developer in the food ingredient and meat processing industries, has agreed to act as an Executive Advisor to NutraCea. In particular, Hoogenkamp will conduct and provide results of research and development in various applications to further explore the utilization of stabilized rice bran (SRB) in the human food chain.

NutraCea initially began working with Hoogenkamp in November of 2007. Since then, he has conducted extensive research on uses for rice bran, including NutraCea's SRB products, in human food ingredients. Hoogenkamp's work has been instrumental in the development of SRB applications for emulsified and course ground meats. "We are pleased and honored to have Henk join our NutraCea team as an Executive Advisor. We believe that his depth of knowledge, reputation and global network in the food ingredient industry are already proving to be instrumental in opening doors for possible increased sales of our SRB products worldwide. Recent trials and studies that Henk has directed and performed demonstrate the significant long-term potential for NutraCea's SRB product range in multiple food ingredient applications in markets around the world," said W. John Short, Chief Executive Officer of NutraCea.

Hoogenkamp commented, "I'm pleased to join NutraCea as an Executive Advisor to the senior management team to help develop the global potential of rice bran as a major addition to the human food ingredient supply chain. Our growing global population needs sustainable, functional and nutritious food ingredients and rice bran offers a tremendous opportunity to convert a by-product formerly used only for animal feed to a highly nutritious human food ingredient. Stabilized rice bran provides that opportunity, along with competitive pricing and clean green labeling. It's exciting to be on the cutting edge of what can be a life-enhancing ingredient for the human food industry."

Hoogenkamp has turned his attention to rice bran in recent years, recognizing that this extremely functional and nutritious ingredient can compensate for the high cost of soy protein, as well as improve organoleptical quality. He has written numerous articles to help broaden the awareness of the use of stabilized rice bran in food, beverage and processed meat applications as both a soy replacement and as a meat emulsifier. Hoogenkamp's latest book, Technology and Marketing Value of Rice Bran and Soy Protein in Meat, Food and Beverages, is scheduled to be released in January 2010 and explores the rapid changing world dynamics and environment in relation to affordable food availability. A series of comprehensive overview articles by Hoogenkamp on the application of rice bran in the meat industry will be published in peer reviewed journals in the next few months.

Together with Kody Newland, NutraCea's Senior Vice President of Sales, Hoogenkamp will be attending Food Ingredient Europe (FIE) 2009 which will be held in Frankfurt, Germany November 17th to 19th. They will be meeting with various broadline distributors, meat ingredient focused distributors, meat processors, manufacturers, and brokers.

About Henk Hoogenkamp

Over the last 20 years, Hoogenkamp, born and raised in the Netherlands, has been a proponent of transferring protein technology systems to the world's food processing companies. He has made significant contributions to the food and meat processing industries, including his pioneering work in the development of sport nutrition protein supplements and, in particular, his groundbreaking research for milk protein and soy protein. He was a former President of the world's leading dairy company, DMV Campina (now FrieslandCampina), and also served as the Senior Director of Strategic Technology for DuPont Protein Technologies (now Solae LLC).

About NutraCea

NutraCea is a world leader in production and utilization of stabilized rice bran. NutraCea holds many patents for stabilized rice bran (SRB) production technology and proprietary products derived from SRB. NutraCea's proprietary technology enables the creation of food and nutrition products to be unlocked from rice bran, normally a waste by-product of standard rice processing. More information can be found in the Company's filings with the SEC and by visiting our website at http://www.NutraCea.com.

Forward-Looking Statements

This release contains forward-looking statements. Actual results may differ from those projected due to a number of risks and uncertainties, including, but not limited to statements regarding NutraCea obtaining increased sales of its SRB products worldwide, the possibility that some or all of the pending matters considered by the Company may not proceed as contemplated, and the matters specified in the Company's filings with the Securities and Exchange Commission. These statements are made based upon current expectations that are subject to risk and uncertainty. The Company does not undertake to update forward-looking statements in this news release to reflect actual results, changes in assumptions or changes in other factors affecting such forward- looking information. Assumptions and other information that could cause results to differ from those set forth in the forward-looking information can be found in the Company's filings with the Securities and Exchange Commission, including the Company's most recent periodic report.

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