eFoodSafety.com Engages IridiumGroup to Develop New Brand Identity to Match Future Company Direction

January 28, 2009 | 3:43 pm

SCOTTSDALE, Ariz., Jan. 28 /PRNewswire-FirstCall/ -- eFoodSafety.com, Inc. (OTC Bulletin Board: EFSF), an emerging healthcare consumer products company with a portfolio of aesthetics, dermatology, environmental and nutraceutical products, today announced that it has engaged the IridiumGroup, a Madison Avenue firm, to create a new brand identity for the Company as they move toward the expected merger with Freedom2, Inc. The merger is on track to close on or before February 28, 2009.

“We are engaging with the IridiumGroup to develop a new visual identity to reflect a new, expanded direction for the future merged company,” said Martin Schmieg, current president and CEO of Freedom2, Inc. and future Chairman and CEO of eFoodSafety.com, Inc. “IridiumGroup’s experience, creative talent and passion have driven many a transformative campaign and we look forward to a very successful collaboration.”

“We are excited to be partnering with eFoodSafety and Freedom2 to create a visual identity as fresh and distinctive as the future company,” said Dwayne Flinchum, founder and president of the IridiumGroup. “This image will communicate the focus, passion and experience of the merged company to their current and future consumers, business partners and investors.”

About IridiumGroup

IridiumGroup is a strategic, creative firm that develops brand identities, visual systems, marketing and communications tools. We choose not to specialize by the type of product we create, by channel, or by industry. Servicing a broad range of companies gives us the unique opportunity to view our clients' marketing challenges with fresh perspective. Our team has led brand-defining initiatives for large global clients and small organizations alike. We not only develop brand identities, we also implement existing brands by applying those standards to all types of initiatives. We are adept at developing websites and other interactive tools, animation, mobile services, corporate films, branded environments, print literature and traditional media.

About eFoodSafety.com, Inc.

eFoodSafety is an emerging healthcare consumer products company with a portfolio of aesthetics, dermatology, environmental and nutraceutical products. The company’s focus is on developing, licensing and commercialized healthcare products that address the health needs of consumers worldwide.

About Freedom2 Holdings, Inc.

Freedom2, Inc. is a diversified skin products technology company serving the fast-growing body art, aesthetic, cosmetic and skin therapy markets worldwide. It is the first company to engineer and patent a permanent, but more easily removable ink for tattoos and permanent cosmetics.

Safe Harbor for Public Companies

Statements contained in this release that are not strictly historical are “forward-looking statements.” Such forward-looking statements are sometimes identified by words such as “intends,” “anticipates,” “believes,” “expects,” and “hopes.” 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 Company’s 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 Company’s 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.

    Contacts:                     Investors:
    Blair Barnes, CFO             Stephanie Carrington/Amy Glynn
    Freedom2, Inc.                The Ruth Group
    Ph: 856-354-0707 ext. 201     646-536-7017/7023
    blair@freedom2inc.com         scarrington@theruthgroup.com
                                  aglynn@theruthgroup.com

                                  Press:
                                  Pat Arcand
                                  Arcand & Madison Public Relations
                                  Ph: 617-576-7777
                                  pat@am-pr.com