New York, NY  (Food News)  Fresh Harvest Products, Inc. (OTCQB: FRHV), a natural and organic products company, announced the debut by its AC LaRocco brand of several gluten-free pizzas and pizza related products, as well as updated packaging and new formulations.  Highlights of AC LaRocco’s product offerings included a multi-pack, gluten-free crusts for our cheese and veggie blend frozen pizzas and a new lactose free frozen pizza formulation.

“I believe that innovation is an important part of our culture and one of our unique characteristics as a company.  With these new products, AC LaRocco is keeping with our focus and intent to continually deliver the healthiest pizza on the planet with lower sodium, fat and cholesterol, and higher in fiber,” said Michael J. Friedman, President and CEO.  He continued, “By entering the gluten-free market, we believe that we are filling a gap in the gluten free category, which is one of the fastest growing segments of the food industry.”

According to estimates in a Packaged Facts report, “Gluten-Free Foods and Beverages in the U.S., 3rd Edition,” the U.S. market for gluten-free foods and beverages hit $2.6 billion in 2010, for a compound annual growth rate of 30% over the 2006-2010 period.  The report estimates that U.S. sales of gluten-free foods and beverages are projected to exceed $5 billion by 2015.

There are numerous trade reports that list the gluten-free diet among the top industry developments for the coming year(s) including The National Restaurant Association’s annual “What’s Hot” Top 20 Trends for 2010 and 2011, and Restaurants & Institutions ’20 Menu Trends’ for 2011.

About Fresh Harvest Products, Inc.

Fresh Harvest Products, Inc. is a natural and organic products company in North America. Fresh Harvest participates in several natural categories, principally frozen pizza, frozen food products and snack products, with brands including Wings of Nature(TM), AC LaRocco(TM) and TeAloe(TM). We sell our products through specialty and natural food distributors to stores, specialty supermarkets and retailers. Fresh Harvest Products, Inc. is headquartered in New York City. Additional information is available at and

Safe Harbor Statement

Statements contained herein that are not based upon current or historical fact are forward-looking in nature. Such forward-looking statements reflect the Company’s expectations about its future operating results, performance and opportunities that involve substantial risks and uncertainties. When used herein, the words “anticipate,” “believe,” “estimate,” “plan,” “intend” and “expect” and similar expressions, as they relate to Fresh Harvest Products, Inc., or its management, are intended to identify such forward-looking statements. These forward-looking statements are based on information currently available to the Company and are subject to a number of risks, uncertainties, and other factors that could cause the Company’s actual results, performance, prospects, and opportunities to differ materially from those expressed in, or implied by, these forward-looking statements. Factors that could cause or contribute to such differences include, but are not limited to, risk factors discussed in the Company’s periodic reports and other filings made with the U.S. Securities and Exchange Commission, including its Annual Report for the year ending October 31, 2010 filed on Form 10-K. Except as required by law, the Company does not undertake any obligation to release publicly any revisions to any forward-looking statements to reflect events or circumstances after the date hereof or for any other reason.

Michael J. Friedman
President & Chief Executive Officer
Fresh Harvest Products, Inc.

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