SOURCE: Pet Ecology Brands, Inc.

January 20, 2006 09:28 ET

Pet Ecology Brands, Inc. and TR Sales & Distribution Co. Announce Early Results of Newly Launched e-Commerce Website

Company Receives High Marks From Key Distributor

DALLAS, TX -- (MARKET WIRE) -- January 20, 2006 -- Pet Ecology Brands Inc. (OTC: PECB), a manufacturer of unique pet products, and TR Sales & Distribution Co., Inc., a leading pet products distribution company, are pleased to announce the early results of TR Sales' promotional campaign via the Internet to leading specialty pet retailers located throughout the United States. Initial market penetration in the first two weeks of the Internet campaign promoting Pet Ecology's Scientific Professional Cat Litter have resulted in sales or samples being sent to over 200 new retailers. This is one of the largest response rates from retailers to a new product launch ever handled by TR Sales.

TR Sales is a well established pet products distributor with a six year track record of distribution to pet retailers, nationwide. The January 2006 launch of their new e-commerce website,, featured Pet Ecology's Scientific Professional Cat Litter as the leading banner on the website. Retailers who register at are offered one free case of Scientific Professional Cat Litter as a 'thank you' for registering at the new site. Customer service reps follow up each registration with a personalized phone call, offering product education and retailer support. Bob Benteley, Customer Service Rep for TR Sales, reported, "We have close to 200 new retailers testing Scientific Professional Cat Litter. Follow-up calls tell us that there will be an impressive reorder rate for this product!"

Jim Grassi, TR Sales COO and Co-Owner, stated, "We have already established strong ties to Pet Ecology's management team. We love the Scientific Professional product and we look forward to long-term profits in the distribution of this product, as well as the other unique products that Pet Ecology will be launching this year. We are pleased to offer an ever growing line of products, allowing our retail partners to find the one-stop-shop they are seeking."

Pet Ecology's Director of Marketing, Deborah Evans, stated, "We are very pleased to be working with TR Sales in the launch of their new e-commerce website to our market of specialty retailers, and have been very impressed with their professionalism and quality of service, as well as their enthusiasm about our product. Not only are we increasing our own market penetration, but our unique products can provide new business opportunities to our distributors, as demonstrated by the addition of almost 200 potential new retailers to TR Sales through the promotion of our Scientific Professional Cat Litter."

Jane Lorenzen, COO for Pet Ecology, added, "Our work with TR Sales is just another example of our marketing and distribution plan focused on specialty pet retailers, breeders and veterinarians, and our commitment to work closely with our distribution partners in the development of new business opportunities, as well as offering to them additional services and support for their customer base, from consumer referrals to marketing and media support. We will continue to penetrate our market at increasing rates with not only unique products, but unique marketing techniques not normally utilized in our industry. We expect TR Sales and its affiliated retailers to be a substantial part of our estimated $30,000,000 in revenues which we have targeted for this year through these distribution channels."

About TR Sales & Distribution Co., Inc..

TR Sales & Distribution is a leading pet products distribution company delivering high-end treats, toys, equipment, and services to its clients. TR Sales & Distribution started more than 6 years ago with S & M Nutec, one of the fastest growing and most awarded manufacturers in the industry. Today, TR Sales & Distribution continues to grow, add new product lines, and deliver a broad portfolio of pet products and services to clients in the pet retail industry, nationwide. With daily additions of new clients and growing revenues, TR Sales & Distribution has become established as a recognized industry name.

About Pet Ecology Brands, Inc.

Pet Ecology Brands, Inc. has developed a revolutionary patented cat litter that destroys urine odor, clumps, and is earth-friendly. The litter is ultra-lightweight and convenient to use (3lbs works like 21lbs of clay/sand based products); it is 100% flushable and safe for sewer and septic tank systems. It is completely safe for cats and our environment, and does not contain any sodium bentonite, as used in competing brands. The design helps to protect the landfills, and yet does everything that clay litters do... and more. It has the ability to help indicate certain diseases commonly occurring in cats. The technique used is similar to that found in Merck's Veterinarian Manual. However, this litter not only warns of possible illness, but may also help indicate how far along the illness may be by the color the litter changes to, thereby providing the pet owner significant additional benefits and an early warning system concerning the cat's health.

A 20lb package configuration, which was released to the market during the week of January 9, 2006, and is designed specifically for professional breeders & kennels, will also be available for consumers in early Spring 2006.

Pet Ecology's K-9 Fat Free Dog Treats™ are the first fat free treats on the market that meet the standards of the U.S. Department of Agriculture, and offer dog owners an effective means to provide their pets with a non-fat tasty treat. They are also cholesterol free and sodium free. According to U.S. News & World Report, "the number one health problem for dogs is obesity." Today, dogs are fed fat rich food and treats, and often get significantly less exercise than required to maintain an ideal weight and healthy condition. Overweight dogs are more prone to serious injury, skeletal stress, and the same complications that people experience with significant weight gain via fat rich diets, ranging from heart and lung problems, to skin and kidney diseases, to circulatory and immune system issues.

Other products anticipated being launched by Pet Ecology Brands in 2006 include the first fat free cat treat, a vitamin enhanced dog treat, a low sodium and low fat microwavable gourmet cat dinner; and two product line extensions for the Scientific cat litter line to help indicate feline pregnancy and diabetes.


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