SOURCE: Bell Buckle Holdings, Inc.

January 17, 2008 10:05 ET

Bell Buckle Signs Deal to Market Award Winning Products on TV Shopping Channels

Signs LOI With Dynamic Response Group, Marketing Innovator, to Bring Bell Buckle to TV

FARMINGTON, TN--(Marketwire - January 17, 2008) - Gourmet Specialty Food maker Bell Buckle Holdings, Inc. (PINKSHEETS: BLLB) announced today a sweeping initiative that would bring their award winning brands Captain Rodney's and Simplify to home shopping channels in the coming months. The initiative will be a co-venture between Bell Buckle Holdings, Inc., and Marketing Innovator Dynamic Response Group, Inc., known for its television marketing expertise, currently with several products listed in the top 10 of IMS most aired short form infomercials. The first stages of the initiative involve product positioning, packaging and merchandising to create the proper metrics for TV channel marketing. Initial discussions with TV Channels have already begun.

"In the overall scheme of branding our award winning products, the TV Channel initiative is a great mechanism in which to bring awareness to our stable of great brands," says Bradford Simmons, Bell Buckle Holdings CEO. "On the heels of our expanding grocery business and distribution, this is a great way to begin '08."

Scott Swank of Dynamic Response Group, Inc. agrees and adds, "I have been a huge fan personally of the Bell Buckle specialty food brands, as they are undoubtedly the best in the genre. This is a no brainer for us and will serve to bring tremendous awareness to their Award Winning Brands. We are thrilled to be partnering with them on this initiative."

About Bell Buckle Holdings, Inc.

Bell Buckle Holdings, Inc. was founded in 1995 as Bell Buckle Country Store, Inc., a family owned and operated business, dedicated to producing the finest all-natural gourmet food products on the market. This dedication to excellence has garnered recognition throughout the industry and many national awards for both taste and packaging. Through the years, the company has grown to include 5 brands, 239 products, sold in all 50 States and overseas through grocery stores, specialty gourmet & gift shops and big box retailers. Bell Buckle Country Store, Inc. products are sold under the brands: Captain Rodney's, Simplify, Bell Buckle Country Store, Rose & Ivy and Bainbridge Festive Foods.

Additional information about Bell Buckle Holdings, Inc. is available on the company's Web site @ (931) 359-8000.

About Dynamic Response Group, Inc:

Dynamic Response Group, Inc. ("DRG") creates, develops and markets innovative products addressing large national and international consumer audiences primarily through direct response TV (DRTV) and Internet advertising. Three of DRG's products have surpassed the $1 million gross sales milestone.

DRG is the innovator and direct response retailer of highly effective products and services including: ProCede™, a hair thickening system for men that has generated sales in excess of $22 million; "Backyard Drills with Bill Parcells," a DVD series for fathers and sons (sales surpassed $1 million in April 2006); The Sonic Clean Between Machine®, an oral hygiene product (sales surpass $1 million in April 2006); Allure Smile and SeroTrol and others.

ProCede consistently ranks in the top 5 most-aired short-form infomercials in the U.S., ranking in the top 5 for 22 consecutive months, and reaching number 1 of all products in the Health and Beauty category twice in that time period (Infomercial Monitoring Service). To date, ProCede has received registration approvals in 28 foreign countries including the European Union, United Arab Emirates and South Africa, and the company plans on making an announcement shortly outlining international distribution plans for its powerful patent-pending formula.

For more information, please visit, 1-866-404-5480.

Safe Harbor Disclosure:

This press release includes "forward-looking statements" within the meaning of the federal securities laws, commonly identified by such terms as "believes," "looking ahead," "anticipates," "estimates" and other terms with similar meaning. Although the Company believes that the assumptions upon which its forward-looking statements are based are reasonable, it can give no assurance that these assumptions will prove to be correct. Important factors that could cause actual results to differ materially from the Company's projections and expectations are disclosed in the Company's filings with the Securities and Exchange Commission. All forward-looking statements in this press release are expressly qualified by such cautionary statements and by reference to the underlying assumptions.

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