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InterCure Inc. and Mashco Announce Launch into Independent Pharmacies in the United Kingdom


9/17/2007 8:37:32 AM

NEW YORK and LONDON, Sept. 17 /PRNewswire/ -- InterCure, Ltd. (TASE: INCR), today announced that its RESPeRATE(R) hypertension treatment device, clinically-proven in 10 peer-reviewed studies to significantly lower blood pressure, will launch into retail distribution in the United Kingdom through Mashco, Ltd., the country's largest distributor of healthcare diagnostics to the independent pharmacy market. The partnership marks a milestone for RESPeRATE, which has previously been sold directly to consumers through its website, www.resperate.com and through online resellers such as Amazon.com.

According to the terms of the agreement, Mashco will initially introduce RESPeRATE into 100 of its key retail partner locations beginning this month, with an emphasis on prominent stores which offer diagnostic blood pressure testing. Mashco will provide pharmacist education, patient information and an assortment of merchandising programs to introduce RESPeRATE as a valuable addition to patients' hypertension management regimens. In-store marketing will highlight the importance of combining diagnostic and therapeutic solutions to best manage hypertension under the guidance of a physician and pharmacist. Full rollout of RESPeRATE into the independent pharmacy market in the UK will occur immediately following the 100-store launch. Mashco currently serves 3,000 pharmacies in the United Kingdom.

"RESPeRATE's tremendous growth has been fueled by the massive numbers of frustrated hypertension sufferers who seek our safe, efficacious, non-drug treatment option," said Erez Gavish, president and CEO of InterCure. "Yet, two-thirds of our prospective customers tell us that they would prefer to buy RESPeRATE through their local pharmacy. InterCure's move into the UK independent pharmacy channel will allow consumers to buy from the professional they trust the most -- their pharmacist -- while establishing a strong retail footprint for InterCure and RESPeRATE. This marks the first step in a broad strategy to accelerate pharmacy distribution worldwide."

Almost one billion people worldwide have high blood pressure, including 38 percent of people in the UK. Traditional treatment methods of diet, exercise and medication are often unable to help patients reach their lower blood pressure goals. Left untreated, high blood pressure may lead to heart attack, stroke and kidney or heart failure.

"RESPeRATE complements well our existing pharmacy product offerings for hypertensives within the UK. We hope to add real value to the independent pharmacist and the patients they serve by providing a comprehensive approach for hypertension management," said Jay Mashru, director, Mashco.

About RESPeRATE

RESPeRATE(R) is FDA-cleared for over-the-counter sale and is the only medical device on the market clinically proven to lower blood pressure through paced breathing therapy. The device uses the body's natural tendency to follow external rhythms, interactively guiding the user to effortlessly reduce their breathing rate to a "therapeutic zone" of less than 10 breaths per minute. The breathing exercises with RESPeRATE relax the constricted muscles surrounding the small blood vessels, allowing the blood to flow more freely and yielding a significant and lasting reduction of blood pressure within weeks.

About InterCure, Ltd.

InterCure, a medical device company, publicly traded on the Tel-Aviv Stock Exchange (TASE: INCR) has become a leader in the growing Personal Therapeutic Device category. Its broadly patented "device-guided breathing" technology platform enables a systematic reduction in sympathetic outflow of the autonomic nervous system. InterCure is successfully selling the world's first hypertension treatment device, RESPeRATE(R), with more than 75,000 units sold. With multiple published clinical studies, regulatory clearance in 13 key international markets (including FDA over-the-counter ("OTC") clearance in the U.S., the European CE mark and the Chinese SDA among others) and a renowned scientific advisory board, RESPeRATE is rapidly becoming a part of the standard of care for the treatment of hypertension. (www.intercure.com)

About Mashco, Ltd.

Mashco, a specialist chemist distributor of personal diagnostics, small electrical appliances and photographic products, is the largest pharmacy distributor in the UK. Mashco has more than 25 years of experience in the chemist and supply trade, offering a comprehensive range of personal care products, including more than 400 brands of perfumes and skincare products. For more information, please visit www.mashco.com.

Forward-Looking Statements

This news release may contain forward-looking statements that are based on the Company's current beliefs and assumptions and on information currently available to its management. Forward-looking statements involve known and unknown risks, uncertainties and other factors that may cause the Company's actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. As a result of these risks, uncertainties and other factors, readers are cautioned not to place undue reliance on any forward-looking statements included in this press release. These forward- looking statements represent beliefs and assumptions only as of the date of this news release, and the Company assumes no obligation to update these forward-looking statements publicly, even if new information becomes available in the future.

Contacts: Jane Hauser Brian Packard Schwartz Communications InterCure, Inc. +1-781-684-0770 +1-646-652-5800 x.7134 intercure@schwartz-pr.combpackard@intercure.com

InterCure, Ltd.

CONTACT: Jane Hauser, of Schwartz Communications for InterCure, Inc.,+1-781-684-0770, intercure@schwartz-pr.com; or Brian Packard, of InterCure,Inc., +1-646-652-5800 x.7134, bpackard@intercure.com


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