PURE Control® Antimicrobial Listed as Safe and Suitable Ingredient in the USDA-FSIS Directive 7120.1 for Poultry Products

Commercialization Underway – Poultry Processors Preparing to Initiate
In-Plant Validation for Poultry Parts Processing

SAN DIEGO–(BUSINESS WIRE)–$PURE #Antimicrobial–PURE Bioscience, Inc. (OTCQB:
PURE), creator of the patented non-toxic silver dihydrogen citrate (SDC)
antimicrobial, today announced that PURE Control® antimicrobial is
included in the newly updated list of Safe and Suitable Ingredients Used
in Production of Meat, Poultry and Egg Products in the Food Safety and
Inspection Service (FSIS) 7120.1 Directive (https://www.fsis.usda.gov/wps/wcm/connect/bab10e09-aefa-483b-8be8-809a1f051d4c/7120.1.pdf?MOD=AJPERES).

PURE has commenced commercialization of PURE Control to poultry
processors, and two major processors are preparing to initiate their own
in-plant validation work with FDA/USDA approved PURE Control to reduce Salmonella,
Campylobacter and other pathogens to prevent foodborne illness.

Poultry Processing Market

• Approximately 80% of all poultry processed is packaged for sale as
  parts (not whole birds).
• The processing industry estimates that 65-75% of all poultry
  processing aids used are applied during pre- and post OLR (Online
  Reprocessing).
• PURE has targeted +10% (+$35 million) annual market share of the $350
  million total US market. US poultry processing plants each spend
  approx. +$1 million annually in processing aids and intervention
  chemistries. PURE Control is being marketed to replace the less
  effective and toxic chemicals presently used during reprocessing and
  in other intervention steps

Hank
R. Lambert, CEO of PURE, said, “This FSIS Directive listing is a
major step forward for PURE. The production of poultry parts is the
largest portion of the processing aids market. The fact that several
processors are already preparing to initiate in-plant validation of PURE
Control is a strong indication of the demand for a more effective and
safer product for microbial reduction. Upon successful completion of
their respective in-plant work, we expect these processors will become
our first poultry customers for PURE Control. We know of no other
equally effective, non-toxic solution – and believe PURE Control is the
breakthrough solution the poultry industry needs and has been waiting
for.”

Given the importance of food safety, it is industry practice for
customers of new food safety solutions like PURE Control to complete
comprehensive internal validations prior to implementation. PURE
welcomes and supports on-site customer trials with its technical support
team.

Benefits of PURE Control

• The effectiveness of PURE Control addresses the top priority of the
  USDA in its Salmonella Action Plan, to reduce the presence of Salmonella
  in poultry sold to consumers by 50% from current levels.
  • Presently approximately 28% of raw poultry sold to consumers
    contains Salmonella. Recently, a disturbing 40% of
    processors exceeded the maximum allowable percent positive of
    those pathogens during a three-month period.
• While current toxic interventions can have a negative impact on yield,
  PURE Control has shown a neutral to positive processing yield impact.
• Uniquely effective, SDC also mitigates bacterial resistance, which is
  a problematic issue with other commonly used chemistries.

Ongoing USDA Testing for Poultry OLR Use

PURE continues its ongoing in-plant raw poultry processing trial in
which PURE Control is applied through a spray cabinet to whole chicken
carcasses during Online Reprocessing (OLR), and is expected to complete
that work by mid-calendar Q4.

About PURE Bioscience, Inc.

PURE Bioscience, Inc. is focused on developing and commercializing our
proprietary antimicrobial products primarily in the food safety arena —
providing solutions to the health and environmental challenges of
pathogen and hygienic control. Our technology platform is based on
patented stabilized ionic silver, and our initial products contain
silver dihydrogen citrate, or SDC. SDC is a broad-spectrum, non-toxic
antimicrobial agent, which offers 24-hour residual protection and
formulates well with other compounds. As a platform technology, SDC is
distinguished from existing products in the marketplace because of its
superior efficacy, reduced toxicity and it mitigates bacterial
resistance. PURE is headquartered in El Cajon, California (San Diego
metropolitan area). Additional information on PURE is available at www.purebio.com.

Forward-looking Statements

Any statements contained in this press release that do not describe
historical facts may constitute forward-looking statements as that term
is defined in the Private Securities Litigation Reform Act of 1995.
Forward-looking statements inherently involve risks and uncertainties
that could cause our actual results to differ materially from any
forward-looking statements. Factors that could cause or contribute to
such differences include, but are not limited to, the Company’s failure
to implement or otherwise achieve the benefits of its proposed business
initiatives and plans; acceptance of the Company’s current and future
products and services in the marketplace, including the Company’s
ability to convert successful evaluations and tests into customer orders
and customers continuing to place product orders as expected and to
expand their use of the Company’s products; the ability of the Company
to develop effective new products and receive required regulatory
approvals for such products, including the required data and regulatory
approvals required to use its SDC-based technology as a direct food
contact processing aid in raw meat processing and to expand its use in
OLR poultry processing; the Company’s ability to raise funds necessary
to support its continued operations and the implementation of its
business plan; competitive factors; dependence upon third-party vendors,
including to manufacture its products; and other risks detailed in the
Company’s periodic report filings with the Securities and Exchange
Commission (the SEC), including its Form 10-K for the fiscal year ended
July 31, 2016, its Form 10-Q for the first quarter ended October 31,
2016, second quarter ended January 31, 2017, and third quarter ended
April 30, 2017. You should not place undue reliance on these
forward-looking statements, which speak only as of the date of this
press release. By making these forward-looking statements, the Company
undertakes no obligation to update these statements for revisions or
changes after the date of this release.

Contacts

PURE Bioscience, Inc.
Hank Lambert, CEO
619-596-8600 ext.103
hlambert@purebio.com
or
Bibicoff
+ MacInnis, Inc.
Terri MacInnis, VP of IR
818-379-8500
terri@bibimac.com
or
Redwood
Investment Group
Tom Hemingway
714-978-4425
tomh@redwoodfin.com