PURE Bioscience, Inc. creator of the patented Silver Dihydrogen Citrate (SDC) antimicrobial, announced it has taken direct control of SDC-based product sales through a restructuring of its domestic and international sales, marketing and distribution strategy and operations. PURE will now market and sell its proprietary new PURE Hard Surface disinfectant and food contact surface sanitizer brand into consumer, commercial and institutional markets, including the food processing industry, through a combination of alternative and traditional distribution channels.

PURE’s alliance agency agreement with Richmont Sciences, LLC (Richmont) is expected to terminate in late June following PURE’s prior notice to Richmont of material breach of the agreement. The notice of breach addresses Richmont’s failure to sell PURE’s products under the brand IV-7 and failure to pay PURE for delivered products.

Michael L Krall, president and CEO of PURE Bioscience, stated, “Although we had high expectations and great confidence in Richmont at the time of their engagement, its subsequent anaemic sales results are in stark contrast to the very encouraging response our team is receiving with recent marketing efforts of the new PURE brand. We are disappointed in Richmont’s lack of commitment, investment, execution and results, as well as its shrinking management team and sales force, and we have been rapidly moving to resume direct control of our sales strategy.”

Tom Myers, executive vice president, Sales and Marketing, PURE added, “The response to our SDC technology and our branded products is very positive. The food industry in particular is tired of the perceived safety provided by currently available solutions. Bacteria can build resistance to these traditional chemicals, which render them ineffective. SDC not only provides faster and more complete protection, but also unique mechanisms of action that reduce the possibility of forging bacterial resistance.”

Myers continued, “We’re building a knowledgeable sales force and establishing qualified distribution channels to present SDC as the new paradigm, and to date have received an enthusiastic response from the market. We have taken the sales strategy for PURE into our own hands and look forward to delivering the SDC technology to decision makers in the US food industry as well as in commercial, consumer and institutional markets.”

PURE launched PURE Hard Surface disinfectant and food contact surface sanitizer in April at the 2011 California State PTA Annual Convention before 3,500 PTA presidents. PURE has developed a school fundraising opportunity for the California PTA through which a meaningful portion of product sales is donated back to local PTAs. The fundraising model is being replicated in other states and is an example of an alternative market approach for the new brand.

Krall commented, “I was deeply touched by the passionate response to our product at the California State PTA convention. Our booth attracted strong traffic from attendees. Indeed, for about three hours, the line was 300 people long with PTA presidents eager to learn more about PURE Hard Surface and to thank us for bringing such a responsible and much-needed product to protect their children.”

“We are also creating distribution channels into traditional commercial and institutional markets through established chemical and janitorial supply companies, as well as through contract sales representatives. PURE Hard Surface is ideal for use in institutions, restaurants, food processing plants and in the hospitality and transportation industries,” said Krall.

PURE Hard Surface provides powerful efficacy against threats that plague multiple industries by rapidly eliminating dangerous pathogens such as salmonella, E. coli, norovirus, campylobacter, listeria and staph (including MRSA) while also providing 24-hour residual protection. Moreover, as an EPA Category IV low-toxicity technology, PURE Hard Surface does not create irritating fumes and does not require special handling or rinsing.

PURE Bioscience, Inc. develops and markets technology-based bioscience products that provide solutions to numerous global health challenges, including Staph (MRSA).