October 29, 2009 12:02 ET

EcoTraction on National TV November 11th, 8pm

OTTAWA, ONTARIO--(Marketwire - Oct. 29, 2009) - A year ago, over one million Canadians from coast to coast were introduced to EcoTraction through CBC Dragon's Den, one of the most popular TV shows in Canada.

On Wednesday November 11th at 8pm, EcoTraction will again be featured on the top rated show where viewers will have the opportunity to see how this green product has experienced unprecedented growth despite the tough economic conditions.

EcoTraction is an innovative environmentally friendly anti-slip winter safety product created for use by consumers, corporations, and municipalities. Unlike chemical ice melters which have been labeled "toxic" by Environment Canada, EcoTraction actually benefits the environment because it is a safe, all-natural volcanic mineral. It grips into ice and snow and provides instant high-traction rather than melting.

Dragons' Den is a reality show where innovative products are presented as business opportunities to five of Canada's wealthiest entrepreneurs known as 'the dragons'. Last year, the show was one of the most watched in the country, peaking at over one million viewers per episode. This year, ratings have consistently gone up with over 1,678,000 viewers the night of October 14th and 1,717,000 viewers the night of Oct. 21st. Dragon's Den may emerge as CBC's highest rated show, even ahead of Hockey Night in Canada based on BBM ratings (

Last season, all five dragons were so impressed with EcoTraction that they ended up fighting with each other, outbidding one another to invest their money in the green product. All five finally decided to invest together, though an interesting twist later took place and the fight continued beyond the show.

The November 11th broadcast is a highly anticipated update show dedicated entirely to featuring memorable pitches from previous seasons. Viewers will get an update from EcoTraction founders Mark Watson and Marc Appleby, and will find out which dragon eventually won the fight and got his shares in what has become one of the fastest growing products to be featured on the popular show.

About Earth Innovations Inc.

Earth Innovations manufactures and distributes EcoTraction. The company was recently declared a finalist in the Small Business of the Year category of the 2009 Ottawa Business Achievement Awards. EcoTraction is now retailed in stores such as The Home Depot, Canadian Tire, Home Hardware, Metro Ontario, Shoppers Drug Mart, Pharmaprix, True Value, V&S, Country Depot, Pet Junction and FS Co-op stores, as well as in lumber stores, health food stores, garden centres, and others across Canada. Plus, it is also distributed by Acklands-Grainger, Unisource, ADOX / OKI Bering, Fordis, and more. The Town of Banff and Parks Canada have been amongst a growing number of municipalities and governments moving towards reducing their use of toxic chloride-based salts & ice melters by using EcoTraction. To view the Environment Canada report on toxic chloride ice melters, visit:

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