SurePure Announces renewal of Global License for Calf's Milk Purification Technology

NEW YORK, Jan. 22, 2013 /PRNewswire/ -- SurePure, (OTCBB: SURP), a global leader in liquid photopurification, today announced that GEA Farm Technologies of Naperville, IL has renewed its global license for SurePure's ultraviolet (UV) calf milk purifier technology through 2018.

GEA Farm Technologies markets SurePure's technology for feeding dairy calves under the brand name UV Pure via its subsidiaries in over 60 countries.  It is part of the GEA Group; one of the world's largest system providers for food and energy processes with approximately EUR 5.4 billion in revenues in 2011.

The technology is an alternative to on-farm pasteurization to ensure hygienic, nutrient-rich milk. During the past four years, GEA Farm Technologies has sold over 140 systems for on-farm use, mainly in North America, and has accelerated plans to roll out the application to new markets.

Steve Miller, Vice President of Sales and Marketing for SurePure stated, "Since appointing GEA some four years ago as SurePure's global distributor for calf milk, there has been a great uptake of the technology for the use in calf's milk globally. We have had major sales in the US and China. The technology has also been launched in Europe and we look forward to sales accelerating.

"SurePure's technology is being used on farms under the brand UV Pure, to purify waste milk in order to yield a nutrient-rich product for young calves. Vitamins, proteins and protective immunoglobulin remain intact, which permanently reinforces the animal's immune system. SurePure's system utilizes the anti-bacterial effects of UV light to ensure outstanding milk quality during the first important weeks of a calf's life. The UV light inactivates the bacteria contained within the milk, by impacting their DNA and eliminating their ability to reproduce. Fewer pathogens, reduces the risk of illness."

The ultraviolet light effectively eliminates harmful bacteria in the milk without affecting the milk's valuable nutrients. Mr. Miller further stated, "One of the system's impressive features is its ability to gently prepare perfectly hygienic calf milk while requiring very little energy for the process."

Typical electrically-powered heat pasteurizers consume significant energy to generate the heat necessary to achieve required pasteurization temperatures, whereas the SurePure system only requires energy to power the UV lamps and operate the circulation pump, he explains.

The SurePure system requires up to 92% less energy than traditional calf milk pasteurizers, when processing the same amount of waste milk. The system, which integrates seamlessly into the calf feeding system, enables an automatic preparation process and the milk can be warmed up to the right feeding temperature for the calves. Feeding milk at 98 degrees F to 104 degrees F helps to prevent Clostridia.

The productive core elements of the SurePure system are the UV turbulators, consisting of double-walled stainless steel cylinders with internal glass tubing, which guide the milk past the UV light in a spiral. "This process has proven its ability to eliminate bacteria and pathogens," says Miller. "The modules are available with two or three turbulators and three different sized milk vats. UVPure is ideally suited for maintaining herds of 100 cows and more."

GEA introduced the SurePure system to the US market in 2009. Customer Tim Smitherman from the Shady Grove Dairy in North Carolina has 800 cows and an average of 65 calves says he could not believe the difference he saw in the calves. "Overall, our calf mortality rate has gone from 4% to 1%," he says. "We haven't had a single breakdown in the 9 months we have been using it and I wish all of the machines on our farm were as easy to use as this one. Overall, we have been extremely happy with the system and what it has done to help us manage calf health on our dairy."

Ultraviolet (UV) light has been proven to be an effective disinfectant for some time and is becoming a popular method of sterilization for many industries. SurePure's technology is used in a variety of industries around the world in applications as diverse as calf milk, dairy, fruit juice, and brewing. 

About SurePure

SurePure is a global leader in liquid photopurification, the green alternative to pasteurisation and chemicals. Using its patented 'Turbulator' technology, SurePure systems use UV-C light to purify microbiologically sensitive liquids such as wine, fruit juice and milk. Although designed to deliver food-grade solutions, it can also be harnessed to improve processing liquids such as water, brines and sugar syrup solutions, even animal blood plasma. SurePure's technology offers greater microbiological efficacy than conventional UV systems and is effective for both clear and turbid liquids, a world first. SurePure offers a greener alternative to comparable heat or chemical-based processes and significant process and energy savings. It also provides opportunities for the development of innovative and differentiated products with desired consumer benefits, guaranteed food safety and sound commercial benefits. Go to www.surepure.net for more information.

Investor Contact:
Jeff Ramson, CEO
ProActive Capital Resources Group, LLC
641 Lexington Avenue, 6th Floor
New York, NY. 10022
646 863 6893
www.proactivecapitalgroup.com

SOURCE SurePure