Spicy Pickle & GIVE Team Up to Fight Breast Cancer
Chain Spotlights Water, A Simple Purchase Can Save Lives

DENVER, CO – February 23, 2010 – PurBlu Beverages, Inc., creator of GIVE Water, is proud to announce its partnership with Spicy Pickle (OTCBB: SPKL) restaurants to benefit the Denver Metropolitan affiliate of Susan G. Komen for the Cure?.

With 19 Denver locations and 37 across the country, Spicy Pickle is known for its fast, casual gourmet-quality meals made with healthy, premium ingredients. In partnership with GIVE, Spicy Pickle is offering customers a fantastic deal for this cause; with each promotional combo sold, the two will donate $0.50 to the Komen Denver Affiliate.

“Everyone we know has been touched by breast cancer, and we can’t think of a better way to lend our support then by offering guests a healthy meal which provides for significant contribution to a worthy cause,” says Marc Gemen, Spicy Pickle CEO. “For nearly the same price as a salad alone, guests can also get a bottle of GIVE water and help support the Denver Affiliate of Susan G. Komen for the Cure?.”

Spicy Pickle is the first retailer in Denver to carry GIVE, an eco-friendly brand that donates ten cents to a local charity with every purchase. Pink bottle sales support breast cancer research; orange, muscular disorders; blue, children in need; and green, the environment. GIVE is bottled regionally to reduce the company’s carbon footprint, and bottles are oxo biodegradable and 100 percent recyclable; meaning it will return to the earth in 10 years, versus the average 1,000.

“Through a simple, everyday purchase, consumers can become philanthropists, and support organizations they care about in the Denver community,” says Ben Lewis, PurBlu’s CEO and Founder. “We’re thrilled to partner with Spicy Pickle to grow our movement.”

The Komen Denver Affiliate is well known for increasing access to breast health care and funding cutting-edge research. Since 1993, the Affiliate has invested $23 million for breast cancer services in the Affiliate’s 12 county service area, thanks to regular support of its fellow members.

“Without individual donations and grassroots fundraising, we wouldn’t be able to support many of worthwhile projects we currently fund,” says Michele Ostrander, the Affiliate’s Executive Director. “We appreciate every dollar we receive.”

Promotions have started at Spicy Pickle locations throughout the region, and will run through May.

About PurBlu Beverages, Inc.
PurBlu Beverages, Inc. is a creator and marketer of innovative natural products. Its core product, GIVE Water, is a cause-driven bottled water brand that allows consumers to support their favorite local charities through a simple, everyday purchase. GIVE Energy, an all-natural "brain and body" energy drink, contributes to grassroots sustainable energy initiatives. PurBlu Beverages is also the creator of Potion Herbal Remedy, the first all-natural functional health shot.

About Spicy Pickle
Founded in 1999, Spicy Pickle Franchising, Inc. (OTCBB: SPKL) serves high quality meats and fine artisan breads, baked fresh daily, along with a wide choice of eight different cheeses, twenty-two different toppings, and fourteen proprietary spreads to create healthy and delicious panini and sub sandwiches with flavors from around the world. As a leading "fast-casual" concept, Spicy Pickle offers menu items that are far beyond traditional fast food but without the price point of casual dining. The hallmark of a Spicy Pickle restaurant is quality, service and an enjoyable atmosphere. The company is headquartered in Denver, Colorado, with restaurants open across 11 states and more in development nationwide. Spicy Pickle Franchising, Inc. also operates as franchisor for Bread Garden Urban Cafes, a concept with restaurants in the metropolitan Vancouver, Canada area. Bread Garden Urban Cafes serve coffee, pastries and breakfast items as well as lunch and dinner along with a wide variety of desserts. To find out more about Spicy Pickle (OTCBB:SPKL) visit our website at www.spicypickle.com.

Forward-Looking Statements: Certain statements in this press release, including statements regarding the number of restaurants we intend to open, are forward-looking statements. We use words such as “anticipate,” “believe,” “could,” “should,” “estimate,” “expect,” “intend,” “may,” “predict,” “project,” “target,” and similar terms and phrases, including references to assumptions, to identify forward-looking statements. The forward-looking statements in this press release are based on information available to us as of the date any such statements are made and we assume no obligation to update these forward-looking statements. These statements are subject to risks and uncertainties that could cause actual results to differ materially from those described in the statements. These risks and uncertainties include, but are not limited to, the following: factors that could affect our ability to achieve and manage our planned expansion, such as the availability of a sufficient number of suitable new restaurant sites and the availability of qualified franchisees and employees; risks relating to our expansion into new markets; the risk of food-borne illnesses and other health concerns about our food products; changes in the availability and costs of food; changes in consumer preferences, general economic conditions or consumer discretionary spending; the impact of federal, state or local government regulations relating to our franchisees and employees, and the sale of food or alcoholic beverages; the impact of litigation; our ability to protect our name and logo and other proprietary information; the potential effects of inclement weather; the effect of competition in the restaurant industry; and other risk factors described from time to time in our SEC reports.

Company Contact:
Marc Geman
Spicy Pickle Franchising, Inc.
marc@spicypickle.com
www.spicypickle.com
(303) 297-1902

The Investor Relations Company:
Woody Wallace
wwallace@tirc.com
312-245-2700