The company that pioneered the direct marketing of seed corn has created an e-commerce website supported by an on-line, fully staffed call center.

Fielder's Choice Direct(TM), a division of Landec Corporation, has launched fielderschoicedirect.com,   which provides immediate access to the Fielder's Choice catalogue of more than 50 product offerings, real-time information on planting, growing and harvesting practices and direct interaction with the company's seed consultants.

"Farming is increasing in complexity and faces economically challenging times,'' said Mike Williams, president of Fielder's Choice. "Fielder's Choice Direct has responded to the farming community by providing unique access to information, answers to complex questions, and lowered seed production costs through its sophisticated call center and e-commerce capabilities,'' he continued. "Not only does it bring the power of e-commerce and the internet to our business, but we will also be creating a community in which our customers in 40 states throughout the country can share information to enhance the productivity of their farming operations,'' he added.

"We have built our business generating annual revenue growth in excess of 25 percent over the past five years by providing both quality products and a high degree of technical support through direct telephone contact with farmers,'' Williams noted. "We believe that unlike buying books or CDs on the internet, purchasing seeds requires important technical and customized information gained through the interaction with our seed experts. Our website will assist farmers in selecting products that match their needs and will provide a forum for farmers to share information so they can make the best informed buying decisions. Because we currently speak with more than 1,000 farmers each day, Fielder's Choice is an important database of farm experience. This new website will further our ability to provide a high level of consultation to our customers and enable us to use the internet as a natural extension of our direct marketing strategy.''

In addition to providing e-commerce features such as the company's catalogue of over 50 Fielder's
Choice brand hybrid seed corn products, on-line ordering, and access to Fielder's Choice's call
center consulting staff, fielderschoicedirect.com will feature an electronic hybrid guide that will
provide seed recommendations based on a farm's location and unique agronomic conditions.

"Later this year, the site will incorporate 'Farmer's Forum,' which will enable customers to share
information on risk management, reducing production costs and enhancing profits,'' Williams said.
"In addition, we will be conducting periodic polling of our customers regarding issues impacting
their businesses and posting our results on the web page,'' he noted.

Creative vision and innovation have been a part of the Fielder's Choice Direct business since its
inception. Fielder's Choice Direct is unique in that it is the only company of its kind to offer a
direct-to-the-farmer marketing program with strong genetic and technical seed support that
eliminates dealer distribution costs. As a result, its customers save an average of 35 percentage on every bag of seed compared to the prices of other national brands.

Fielder's Choice Direct has also revolutionized the industry through its approach to information
technology and its application to the seed corn business. Bill Gass, director of sales and marketing, stated, "We are proud to have the leading edge in deploying technology to better serve our customers. Our state-of-the-art computer database allows us to track inventory with accuracy and in real-time ensuring that farmers receive exactly the seed they request. Furthermore, our system also allows us to track farm history including such items as tillage practices, crop rotation and chemical applications. Having these key pieces of information available keeps us on top of our customers' needs and ultimately allows us to serve them better during the entire seed selection process. Combined with our e-commerce website and our internal genetic seed development capability, Fielder's Choice Direct offers farmers the most comprehensive system available for seed corn selection and ordering.''

Landec Corporation, parent corporation of Fielder's Choice Direct, located in Menlo Park,
California is a publicly traded Nasdaq company (LNDC) focused on agriculture and food services.
In addition, Landec is currently developing and offering temperature-activated polymer coatings
targeted to enhance a farmer's profit-making capabilities for use in the corn, soybean and other
crop/seed markets.

Company news release
N2035