Earth Innovations Inc.

Earth Innovations Inc.

November 24, 2008 11:19 ET

REMINDER: Ottawa Eco Entrepreneurs to Appear on CBC's Dragons' Den

OTTAWA, ONTARIO--(Marketwire - Nov. 24, 2008) - Two green entrepreneurs from Ottawa, one of the world's coldest capitals, will attempt to chill the fiery inferno of the Dragons' Den through their appearance on the popular CBC TV show Monday November 24th, 2008 at 8pm.

With recent ratings of over 805,000 viewers per show according to BBM (http://tinyurl.com/6f4t8d), Mark Watson and Marc Appleby will be presenting their unique winter product called "EcoTraction" to five of Canada's most discerning investors, on one of the country's most watched TV programs.

Watson and Appleby founded Earth Innovations Inc. in 2005 after creating EcoTraction, a high-traction green alternative to controversial road salts and ice melters. "We started in January 2006 by distributing EcoTraction to a handful of retail stores in the local Ottawa area," says Watson, CEO.

They first made headlines in February 2006 when the Ottawa Citizen published a feature on their innovative product. Their next big break came when The Home Depot Canada picked-up EcoTraction nationally in the fall of 2007.

In early 2008, during one of Eastern Canada's heaviest snow falls on record, additional media coverage was generated in a number of major urban newspapers across Canada and a number of national magazines, including some radio interviews. CBC News also broadcast a 5 minute national TV interview with Watson in March 2008. See: http://www.ecotraction.com/media.html

"We've been busy spreading the word," says Appleby, President and V.P. of Operations. "This past winter, EcoTraction was retailed in 158 retail stores across Canada and this winter, we're now on track to have it retailed in over 1500 stores; a growth close to 1000%."

"Over and above our close partnership with The Home Depot Canada, our new partners now include leading retail chains such as PetSmart, Staples Business Depot, Rexall Pharma Plus, Pharmasave, Mac's Convenience, Husky/Mohawk gas stations, plus some of the biggest retailers in the U.S. such as Kroger and Giant Eagle," adds Watson. "We're also proud to have government partners who will be end-users of EcoTraction this year such as the Town of Banff and Parks Canada."

As for the Dragons, Watson admits that they can be hard on enthusiastic entrepreneurs who come to them with new business ideas. "They can embrace start-ups and invest in new ideas, or they can sometimes shatter the dreams of entrepreneurs with a frank reality-check often focused on company valuations," explains Watson. "Either way, it makes for great television and can help create awareness about innovative products."

Will these Ottawa entrepreneurs slay the Dragons or will they get burned by their flames? Find out on Monday November 24th at 8pm on CBC TV. The episode will also replay on CBC Newsworld Sunday Nov. 30th at 4am & 8pm EST, and Monday Dec. 1st at 3am EST.

Watson and Appleby are available for media interviews before and after the show airs. Members of the media in the Ottawa area are invited to join them at a live screening of the 8pm show at Patty's Pub, 1186 Bank Street in Ottawa on November 24th from 7pm to 10pm. RSVP at media@ecotraction.com.

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