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Identification Industry Pioneer Joins TruTag Technologies as Senior Advisor

Identification Industry Pioneer Joins TruTag Technologies as Senior Advisor Dr. Joseph Atick, Co-founder / CEO of Visionics and Co-founder / Director Emeritus of International Biometrics and Identification Association, to join TruTag Advisory Board

KAPOLEI, HI ─ June 2, 2014 ─ TruTag Technologies, Inc., the Hawaii-based innovator of an edible security platform that addresses the trillion-dollar global counterfeit problem, today announced the appointment of Dr. Joseph Atick to its Advisory Board as a Senior Advisor.

Dr. Atick is a recognized identification industry veteran and pioneer, having been active in the space since its inception nearly 25 years ago. He co-founded a series of companies and led from the early development phase through validation and commercialization and exit. These include Visionics (Nasdaq: VSNX) and Identix (Nasdaq: IDNX), where he served as President and CEO until he merged the latter with a leading competitor to found L-1 Identity Solutions (NYSE:ID) and took on the role of the Chief Strategy Officer. He set the overall strategic direction for product development, technology investment, and mergers and acquisitions activities, until the company was acquired by Safran Morpho five years later.

“We are very pleased to have Dr. Atick join us as a Senior Advisor,” said Kent Mansfield, President of TruTag. “Dr. Atick’s vast experience as an innovator in the identification industry and his extensive knowledge of transitioning technology to commercial applications for authentication will be a tremendous asset to TruTag as we establish our role as a global leader for product security and brand protection.”

“TruTag is at the frontier where nanotechnology meets identification, a field that continues to be driven by innovation in several high technology domains as well as in business process reengineering,” said Dr. Atick. “The company has proven itself to be a leading innovator, and their solutions are already showing promise in several verticals that need authentication of objects and goods, such as in pharmaceuticals, electronic components and luxury goods. I am excited to join the Advisory Board of TruTag Technologies.”

Over the years, Dr. Atick served as the adviser to many governments and international organizations, including NATO and the World Bank. He was a co-founder and is a Director Emeritus of the International Biometrics and Identification Association. He has led the Computational Neuroscience Laboratory at Rockefeller University and the Neural Cybernetics Group at the Institute for Advanced Study in Princeton, New Jersey. Dr. Atick is a sought after speaker and a frequent commentator in the media, and was featured by 60 Minutes. Dr. Atick earned a Ph.D. in Mathematical Physics from Stanford University.

About TruTag Technologies

TruTag Technologies is the developer of a leading edible, covert security platform to address the trillion-dollar global illicit product challenge and the $200 billion market for counterfeit drugs. TruTags® are edible, dust-sized particles embedded with spectral data into the very fabric of a product, much like fingerprints on a person, without the need for labels or packaging. TruTag’s covert, low–cost, heat–resistant, and edible silica microtags serve as bar codes and can be incorporated into solid, oral-dose medications as well as other materials and products. The unique physical properties of TruTags® provide a vast library of available unique codes, which allow for tracking of high-volume, high-value items at product or even batch levels. This business information tool can be used in a variety of products, such as pharmaceuticals, nutritional supplements, food, electronics, industrial components, consumer goods, and medical devices.

The TruTag® security platform provides superior brand protection, enhances the safety and traceability of food and medicine, improves tracking and logistics, assures product quality, optimizes efficiency in clinical trial administration, provides informatics for product and component tracking through the supply chain, and enables the Internet of Things. TruTag Technologies, Inc., is a 2014 Technology Pioneer as selected by the World Economic Forum, an honor awarded to the world’s most innovative and influential companies whose technology can significantly impact the way business and society operates. Learn more at

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