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Vitacost.com, Inc. Receives ELITE Rating For Customer Service

Vitacost.com, Inc. (NASDAQ: VITC), a leading online retailer and direct marketer of health and wellness products, announced that it has received an ELITE rating for customer service from STELLAService, an independent, third-party company that rates the customer service performance of online retailers. STELLAService ratings are performed using 300 unique customer service metrics and features for each online retailer across all areas of the shopping experience evaluating usability of the site, shipping, delivery and returns, and overall customer support.

“Vitacost.com is clearly dedicated to providing a high level of service to its customers,” said Jordy Leiser, CEO of STELLAService. “We’re excited to help reinforce that message to shoppers through the display of the STELLAService seal.”

“We are extremely pleased to receive the ELITE seal from STELLAService,” commented Jeffrey Horowitz, Vitacost.com’s Chief Executive Officer. “This is the highest level awarded by STELLAService and it has only been achieved by a small subset of the thousands of online retailers evaluated this year. We pride ourselves on providing superior customer service and are continually striving to improve our performance.”

About STELLAService

Dedicated to helping consumers make more informed online shopping decisions, STELLAService is the first and only independent provider of customer service ratings for online retailers. Using its proprietary, rigorous evaluation system, STELLAService rates thousands of retailers each year across a broad array of criteria, including usability and online tools, shipping and returns and customer support. To maintain its independence and objectivity, STELLAService pays for all products it purchases and relies on its staff of trained, full-time customer experience analysts to test the companies it evaluates. Based in New York City, the company also publishes reports and other research to help companies worldwide improve their service operations. For more information, visit http://www.STELLAService.com.

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 future growth prospects, future financial performance, expectations regarding improvements in fulfillment expenses, promotional and product introduction plans, plans to increase brand awareness, sales expectations, planned infrastructure investments, expectations regarding advertising expenditures, customer acquisition strategy and expectations regarding the pace of customer growth, plans to launch new SKUs, and plans to move virtual inventory in-house to accelerate order fulfillment and delivery time, involve known and unknown risks and uncertainties, which may cause the Company’s actual results in current or future periods to differ materially from those anticipated or projected herein. Those risks and uncertainties include, among other things, the current global economic downturn or recession; 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 the internal review and stockholder litigation. Those and other risks are more fully described in the Company’s filings with the Securities and Exchange Commission, including the Registration Statement on Form S-1, as amended, filed in connection with the company’s initial public offering as well as the Company’s Form 10-K filed for the full year ended December 31, 2010.

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