Carmen Electra Endorses EFSF's PurEffect: Beautiful

July 11, 2007
Volume VIII, Issue 46
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eFoodsafety (OTC BB: EFSF): PurEffect is Pure Beauty For Shareholders

Remember PurEffect? eFoodSafety's answer to Pro Active. You're going to love what has finally happened with this product- Well, you're going to love it if you own the stock. If you don't, you're going to wish you did before today. However, it's far from too late to get in on what could be the really big move in this one.

You are looking at an image of the beautiful tabloid goddess Carmen Electra, who along with the equally gorgeous Maria Menounos will be the new face of PurEffect on nationwide infomercials coming to a tv screen near you sometime in the Fall.

A bunch of very experienced and successful ex Gunthy Renker folks started their own informercial production company: CK41. They engaged with eFoodSafety to market PurEffect many months ago, and investors have been patiently awaiting developments.

Today, just before the market opened, EFSF announced CK41 had begun production of the infomercial on July 6th, and Carmen Electra and Maria Menousos would be the two celebrity spokespersons at the get go. They have both signed multi year endorsement products. 

CK41 will be responsible for production and media costs associated with the infomercial, and the companies have engaged in a profit sharing arrangement. They are taking on ProActive, the 1200 lb and unchallenged leader in the field. ProActive is endorsed by Jessica Simpson, Vannessa Williams, and several others. Annual sales of ProActive are estimated in the $650 million range.

Carmen Electra came to fame in the Baywatch TV series, and has since spent much of her professional life as a tabloid sensation thanks to several high profile marriages, Playboy features, and TV/Movie appearances.

Massachusetts born Maria Menounos is famous as the hostess on Entertainment Tonight, Access Hollywood, MTV and VH1. She has appeared in a number of movies and TV shows, and is a very recognized name in entertainment circles.

Since learning about this development I have contacted my friends at EFSF, and volunteered to go to the sets to see if either of these young ladies need me to carry their bags.  Needless to say, my calls have not been returned. Perhaps I should try again just in case no one got the message. I am available anytime and anyplace for those two.

On a more serious note, here's where EFSF thinks they are going with this product, and this is straight out of today's press release: "As announced on March 23, 2006, the company reported that market studies for PurEffect infomercials are estimated to result in revenue of more than $100 million in gross sales in the first year following the infomercials national roll-out. Internationally, sales could easily approach $200 million.

PurEffect, like Cinnergen, is a product you will want to keep using regularly. For years my then teenage daughter had a standing monthly order for ProActive- the $30 charge appeared on my credit card statement every month. I love recurring revenues- you only have to get the customer once, then you just collect. It was a great product for her, but it would have been even better if I could have been a shareholder.

In Monday's BLOG posting I took a look at the short term state of the stock price. Today, let's look at the long term picture. Here's a chart, measured week by week, going back to when this stock opened for trading in 2004. 

This stock has really been in a three year down trend after making its all time high of $.80 back in '04. On a long term basis, especially in light of the fundamental progress the company is making, I am looking for a trend reversal sooner or later.

The blue line shows the long term downtrend, and now it's time to start looking for a break out once again. We started covering this company at its all time low.

If this stock could somehow manage to pierce that long term downtrend line and break through with conviction, it could trade up for many months. We bought at the all time low. Now, it's time to look towards the all time high as a level to consider taking profits.

With Cinnergen starting to gain traction, and the long awaited PurEffect product becoming a real revenue generator, a soaring stock price is inevitable. Suppose Dupont bites on Oraphyte? Wow.

The summer lows should be behind us on this one. Perhaps today's news will have the stock trading north of $.40. Currently, the long term downtrend line is at about $.45. A convincing piercing of that line would bring much higher numbers into the cross hairs.

Here is the complete text of today's press release for your review. Read for yourself. I like our chances:, Inc. Announces Carmen Electra and Maria Menounos to Commence National Television Sales of PurEffect anti-acne product

SCOTTSDALE, AZ July 11, 2007, Inc. (OTCBB: EFSF) is pleased to announce that through its joint-venture partner, CK41 Direct, Inc., celebrities Carmen Electra and Maria Menounos have signed multi-year contracts to promote the companys PurEffect anti-acne product via nationally broadcast direct sales infomercials. Production began July 6, 2007. Under the current production schedule, PurEffect infomercials will begin broadcasting in Fall 2007. The company expects that sales revenue should follow almost immediately. 

As announced on March 23, 2006, the company reported that market studies for PurEffect infomercials are estimated to result in revenue of more than $100 million in gross sales in the first year following the infomercials national roll-out. Internationally, sales could easily approach $200 million.

eFoodSafety.coms joint-venture partner, CK41 Direct, Inc., is handling production and all worldwide broadcast and marketing of the product.  Christine McDonald, Chairman of the Board of CK41 Direct stated, We are eager to introduce PurEffect to the market with Ms. Electra and Ms. Menounos as the on-air personality presenters.  We have plans to sign more celebrities to our cast shortly as the program unfolds.

Our market studies confirm that 85% of the 12 to 25 year-old target market, about 17 million young Americans, suffer from acne disfigurement, said McDonald. We believe that these high-profile celebrity endorsements, along with the clinically proven product effectiveness, will make a powerful case for purchase and use of PurEffect. 

CK41 Direct, Inc. is engaged in the marketing, production, and distribution of infomercials.  The Board of Directors of CK41 boasts several infomercial successes, such as Ab Away Pro, Body by Jake fitness products, and Rapid White tooth whitening system.  Other successes include Krunchmaster Ab System, Medicus 5 Iron Dual-Hinge Golf Club, and Laser Perfect 4 to name just a few.

Patricia Gruden, President and CEO of stated, We have been anticipating this celebrity announcement for some time. Were thrilled to now have the endorsement of two very high-profile personalities for the PurEffect product and eagerly await the announcement of additional celebrity signings. 

This comes at a time when has also been achieving significant progress toward bringing other products to market, Gruden added. We expect the work weve completed to date will soon bear fruit for all shareholders who have patiently followed the progress of our research and product development efforts.

About Carmen Electra

Carmen Electra is a high-profile celebrity who has significant recognition among a target audience of teens and young adults. In September 2004 she was voted the Sexiest Woman of the Year by FHM Magazine. In addition to modeling for Max Factor as a face model, she has appeared multiple times, including a cover, in Playboy, starred for two seasons on Baywatch, and has had numerous TV and cable program appearances. Her filmography includes popular movies such as the Scary Movie series, Starsky and Hutch, and My Boss's Daughter. 

About Maria Menounos

Maria Menounos is an Access Hollywood correspondent with a stellar reputation and stellar beauty.  She was a correspondent for Entertainment Tonight.  In 1996, she won the title of Miss Massachusetts Teen USA and has been wowing audiences ever since, including at the 2004 Oscars by wearing a diamond-studded dress worth more than $2.5 million. Maria personally awarded Sir Sean Connery the AFI Lifetime Achievement Award along with Harrison Ford, George Lucas and Steven Spielberg. She was recently featured in the March/April, 2007 issue of Hollywood Life magazine and Teen Choice Awards 2006. 

About, Inc., Inc. is dedicated to improving health conditions around the world through its innovative technologies.  The companys Knock-Out Technologies, Ltd. subsidiary has developed an environmentally safe sporicidal product formulated entirely of food-grade components that eradicates anthrax and a germicidal product, Citroxin (formerly named Big Six Plus) EPA Reg. No. 82723-1 that kills six major bacteria: E-coli, Listeria, Pseudomonas, Salmonella, Staphylococcus, and Streptococcus, Avian Influenza, and Black Mold.  The sporicidal product has completed its final efficacy laboratory study requisite for EPA registration. In the study, it eradicated both Clostridium Sporogenes and Bacillus Subtilis with 100% efficacy on both hard and porous surfaces.  The companys MedElite, Inc. subsidiary distributes clinically proven products to physicians who then prescribe the products for their patients. It recently became the owner of the Talsyn-CI/bid Scar Cream, that has been clinically proven to facilitate and improve the appearance, redness and strength of scars (, as well as seven (7) other products in the Talsyn line.  The Company is also owner of Cinnergen, a clinically-studied, non-prescription liquid whole food nutritional supplement that promotes healthy glucose metabolism ( and Cinnechol, a new multi-faceted nutritional supplement specifically designed to naturally reduce total cholesterol levels without causing any side effects.  The Company has entered into a joint venture agreement with CK41 Direct, Inc. to launch the PurEffect anti-acne skin care system.

Please visit the Companys website at:


Safe Harbor Forward-Looking Statements 

Statements contained in this release that are not strictly historical are forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934..  The forward-looking statements are made based on information available as of the date hereof, and the Company assumes no obligation to update such forward-looking statements.  Editors and investors are cautioned that such forward-looking statements involve risks and uncertainties that could cause the Companys actual results to differ materially from those in these forward-looking statements.  Such risks and uncertainties include but are not limited to demand for the Companys products and services, our ability to continue to develop markets, general economic conditions, our ability to secure additional financing for the Company and other factors that may be more fully described in reports to shareholders and periodic filings with the Securities and Exchange Commission.

For further information, please contact:
Jens Dalsgaard, Redwood Consultants, LLC
(415) 884-0348


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