Vitacost.com, Inc. Appoints Ellen Finnerty as Vice President Human Resources

Vitacost.com, Inc. (NASDAQ: VITC), a leading online retailer and direct marketer of health and wellness products, announced that it has appointed Ellen Finnerty as Vice President Human Resources. Ms. Finnerty has over 20 years of experience in human resources and was previously Senior Vice President Human Resources for First Capital, a specialized commercial finance company providing working capital lines of credit to small and medium-sized companies nationally. She also has served as Vice President Human Resources for Fidelity Information Services, a Fortune 500 company, and was Senior Vice President Human Resources for Palm Beach National Bank & Trust.

“We are pleased to announce Ellen’s appointment as Vice President Human Resources given her expertise in assisting management and employees to achieve their full potential. Her extensive knowledge of compensation, benefits, performance management, training and development programs will be invaluable to the Company going forward,” commented Jeffrey Horowitz, Vitacost.com’s Chief Executive Officer.

About Vitacost.com, Inc.

Vitacost.com, Inc. (NASDAQ: VITC) is a leading online retailer and direct marketer of health and wellness products, including dietary supplements such as vitamins, minerals, herbs or other botanicals, amino acids and metabolites, as well as cosmetics, organic body and personal care products, sports nutrition and health foods. Vitacost.com, Inc. sells these products directly to consumers through its website, www.vitacost.com, as well as through its catalogs. Vitacost.com, Inc. strives to offer its customers the broadest product selection of healthy living products, while providing superior customer service and timely and accurate delivery.

Forward-Looking Statements

Except for historical information contained herein, the statements in this release are forward-looking and made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements made herein, which include statements regarding the Company’s growth prospects, the growth of the health and wellness category, the expansion of the Company’s online health and wellness leadership position and the Company’s product offerings, involve known and unknown risks and uncertainties, which may cause the Company’s actual results to differ materially from historical and expected results and those expressed or implied in the forward-looking statements. These risks and uncertainties include, among other things, the current global economic downturn; difficulty expanding the Company’s manufacturing and distribution facilities; significant competition in the Company’s industry; unfavorable publicity or consumer perception of the Company’s products on the Internet; the incurrence of material product liability and product recall costs; inability to defend intellectual property claims; costs of compliance and the Company’s failure to comply with government regulations; the Company’s failure to keep pace with the demands of customers for new products; disruptions in the Company’s manufacturing system, including information technology systems, or losses of manufacturing certifications; the lack of long-term experience with human consumption of some of the Company’s products with innovative ingredients; and costs associated with stockholder litigation. Those and other risks are more fully described in the Company’s filings with the Securities and Exchange Commission, including the Company’s Form 10-K filed for the full year ended December 31, 2009 and the Company’s subsequent filings with the Securities and Exchange Commission. The Company undertakes no obligation to review or update any forward-looking statements to reflect events or circumstances occurring after the date of this press release.

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