Newport Beach, CA - March 9, 2011 -BioCell Technology welcomes guests to stop by booth #1342 at the Natural Products Expo West, which is being held at the Anaheim Convention Center, March 11 - 13th.

Recently, BioCell Technology was awarded the Frost & Sullivan Best Practices in Customer Value Enhancement of the Year Award. The Frost & Sullivan Award is presented annually to a company that has demonstrated excellence in implementing strategies that proactively create value through research and development activities, with a focus on improving the return on the investment that customers make in its products.

BioCell Technology is also excited to share recent news regarding the company's flagship product, BioCell Collagen II at Natural Products Expo West. One of these developments is the completion of the largest human study to date of BioCell Collagen II in subjects suffering from joint conditions. This multi-center, double-blind, placebo-controlled trial has demonstrated the safety and efficacy of BioCell Collagen II in addressing symptoms and in improving various physical activities, as measured by VAS and WOMAC scores.

Another major development for BioCell Collagen II is its affirmation of GRAS status. GRAS status affirmation verifies that BioCell Collagen II is safe for use in conventional foods and beverages. Suhail Ishaq, Vice President of BioCell Technology, put it simply, "The GRAS affirmation of BioCell Collagen II represents another positive milestone for the company allowing our safe ingredient to now be incorporated into a range of foods with value-added health functionality," BioCell Technology will have a dais full of well-respected members of the natural products and fitness industry on hand to speak about BioCell Technology's products at Natural Products Expo West, including:

Rehan Jalali, the President of the Supplement Research Foundation (www.tsrf.com). He is a nationally recognized Certified Sports Nutritionist (C.S.N.) who has developed over 100 cutting edge products for the dietary supplement industry. His clients include Oscar® winning actors, Emmy® award winning TV stars, and Grammy® winning musicians. He has developed cutting edge customized nutrition and supplementation programs for actors getting ready for movie roles, musicians preparing for videos, and celebrities peaking for appearances including award shows.

Timea Majorova is an IFBB professional fitness competitor from Zeliezovce, Slovakia. Her first contest was The Ms. Slovakia Fitness Championships of 1994, where she placed 2nd. On February 14, 1997 Timea got her United States Visa. She then moved to Los Angeles in order to further pursue her fitness career, where she represented Slovakia in the European championships. She would finally win a championship in 1997, where she placed 1st in the Amateur World Championships. The 1997 win made her an IFBB Fitness Pro. Her first Fitness Olympia was in 1998, where she placed 6th. In 1999 Timea won 5th place in the Arnold Classic.

Katarina Van Derham is a world renowned model, actress, and spokesperson. She has worked with such photographers as Deja Jordan, Raquel Rischard, and Eva Eklund. Additionally, Katarina has made appearances in television shows such as 'Monk' and 'Entourage', while having parts in feature films '15 Minutes' and 'Red Line'.

About BioCell Collagen II:

BioCell Collagen II® is a novel dietary ingredient marketed as a healthy aging nutritional supplement that promotes both healthy joints and youthful-looking skin. It is unique in that it is a naturally-occurring matrix whose three major constituents: collagen type II, chondroitin sulfate and hyaluronic acid, are reduced to highly-bioavailable, very low molecular weight forms due to its patented hydrolysis process. Made from articular cartilage, its composition is similar to that of human articular joint cartilage.

About BioCell Technology:

Founded in 1997, BioCell Technology, LLC is the exclusive supplier of BioCell Collagen II®. BioCell Technology, LLC owns the exclusive rights to market BioCell Collagen II® under the United States Patents #6,025,327, 6,323,319, 6,780,841, 7,091,180. BioCell Collagen II® is a branded registered logo that is available for display on its client's labels to market under their own brand name or formulas. For more information on BioCell Collagen II®, please contact BioCell Technology, LLC at (714) 632-1231, or visit them at www.biocelltechnology.com.

The state-of-the-art 20 x 40' booth #1342 is expected to attract large crowds of attendees and will host several recognizable industry figures who will speak about their firsthand experience with BioCell Collagen II.