Nature's Premium(R) Brand First Fresh Pork in North America to Carry DNA TraceBack(R) Seal of Authenticity



    
    'Nature's Bar Code' Traces Naturally Raised Pork Back to Farm of Origin

    
    NORTHFIELD, Ill. and LAWRENCE, Kan., Aug. 19 /CNW/ -- Nature's Premium
Brand, a leader in premium, all-natural fresh pork, is the first North
American pork company to track DNA for reliable and accurate traceability back
to the farm where the animals were raised. Nature's Premium will use
IdentiGEN's DNA TraceBack(R) system, a USDA Process Verified, DNA-based
traceback system, for indisputable product verification.
    
    (Photo:  http://www.newscom.com/cgi-bin/prnh/20080819/LATU023)
    
    Nature's Premium Brand pork packages will carry IdentiGEN's DNA TraceBack
seal at the meat case to guarantee to consumers that each cut came from the
unique Nature's Premium production and processing system. Retailers carrying
Nature's Premium pork with DNA TraceBack include Kowalski's Markets of
Minneapolis, Minn.; Sendik's Food Markets of Milwaukee, Wisc.; New Leaf
Community Markets of Santa Cruz, Calif.; Dave's Marketplace stores of Rhode
Island; Donelan's Supermarkets of Boston, and Bogopa, a food distributor
serving several international foods markets in greater New York. Nature's
Premium Pork is also available through select foodservice distributors
nationwide.
    The Nature's Premium breed-specific Duroc pigs are raised by family
farmers in the Midwest on a strict vegetarian diet with no animal byproducts.
Animals are never administered antibiotics or growth promotants. The company's
participating farms offer exceptional animal healthcare, sanitation and humane
treatment. Its ultra-modern processing facility is unique in the industry for
its small size, eco-friendliness and dedication to safe processes.
    "Simply put, this program equates to trust," said Nature's Premium Brand
founder and CEO John D. Stewart. "We take samples of the actual DNA of every
animal in the program to assure that we are delivering the premium quality
assurances customers expect."
    Nature's Premium began conducting internal trials of the DNA TraceBack
system with IdentiGEN's U.S. lab in Lawrence, Kan., in May. The Nature's
Premium / DNA TraceBack partnership means that grocery retailers can offer
Nature's Premium Brand pork with confidence, knowing that, in the event of a
question about the safety or integrity of the product, its source can be
definitively verified, Stewart added.
    Boyd Oase, Meat and Seafood Director of Kowalski's Markets, said, "From a
food-safety standpoint, DNA TraceBack is extremely valuable to my department.
And for my customers, it provides 100 percent reassurance that Nature's
Premium Pork is a safe, wholesome, all-natural product."
    "DNA is a uniquely accurate, permanent and tamper-proof identification
tool," said IdentiGEN CEO and President Donald R. Marvin. "Because it uses
nature's bar-code -- the unique DNA of every animal -- DNA TraceBack is the
ultimate proof of product integrity."
    IdentiGEN's DNA TraceBack system is an approved USDA Process Verified
Program (PVP). PVP designation signifies that the USDA has verified the
IdentiGEN system as a consistently reliable program in which meat processors,
meat producers, retailers and consumers can have confidence. There are
currently 36 approved USDA Process Verified Programs. Additional information
can be found at http://processverified.usda.gov/.
    
    About Nature's Premium Brand Pork
    
    Established in 2007, Nature's Premium Brand LLC delivers unprecedented
consumer benefits with the highest quality natural foods. Product offerings
include Antibiotic-free Fresh Pork, All-Natural Deli Meats, rBGH-Free Cheeses
and All-Natural Sausages and Bacon. A true natural brand, Nature's Premium is
committed to animal welfare, food quality and food safety. Leading retail and
foodservice outlets nationwide trust Nature's Premium Brand products for the
all-natural, wholesome options their customers seek today.
    Located in central Illinois, Nature's Premium's new, ultra-modern pork
facility utilizes handling and processing methods that reflect contemporary
humane approaches. The quality benefits at this facility are well worth the
extra efforts. The facility employs eco-sustainable practices such as air-
chilling to conserve water and maintain sanitation, one of the very few North
American plants to do so.
    To support sales of its all-natural meats and cheeses, Nature's Premium
launched a "Get Real" campaign with informative brochures, signage and website
(http://www.NaturesPremiumBrand.com), which helps inform consumers about
natural foods with educational content, recipes and more.
    For more information about Nature's Premium Brand, retailers can contact
the company at 1-888-485-2032 or visit http://www.NaturesPremiumBrand.com.
    
    About IdentiGEN
    
    IdentiGEN Ltd., with its North American subsidiary IdentiGEN, Inc., is a
privately-held, venture-backed company, and a leading provider of DNA-based
solutions to the agriculture and food industries. The company was founded as a
spin-out from the Institute of Genetics, Trinity College Dublin, where the
company's core area of expertise -- genetic identification -- was developed
and is now being deployed in a variety of ways to enhance consumer confidence
in the safety and quality of food products. Through IdentiGEN's DNA-based
TraceBack(R) system, retailers, meat processors, producers and local
governments, for the first time, have the tools to unequivocally trace the
identity of meat back to its source. Additional information about IdentiGEN
can be found at http://www.identigen.com and http://www.dnatraceback.com.




For further information:

For further information: Michele Wells of Wells Communications, Inc.,
+1-303-417-0696, mwells@wellscommunications.net, for Nature's Premium Brand;
or European, Ronan Loftus, Director, Global Commercial Development of
IdentiGEN Ltd., +353 87 686 5028 Web Site: http://processverified.usda.gov   
             http://www.NaturesPremiumBrand.com                
http://www.dnatraceback.com                 http://www.identigen.com/

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