SOURCE: Pet Ecology Brands, Inc.

February 09, 2006 09:10 ET

Pet Ecology Brands, Inc. Announces Initiatives to Extend Its Brand Identification in the Consumer Market

Company Begins Sponsorship of Adopt-A-Pet Events With National and Regional Humane Societies and Extends Retailer Support Campaign

DALLAS, TX -- (MARKET WIRE) -- February 9, 2006 -- Pet Ecology Brands, Inc. (OTC: PECB) -- -- announced that the Company has adopted several initiatives to increase consumer awareness of its product lines and national recognition of its corporate identity.

Pet Ecology is now an official sponsor of ARFHouse, the third largest care-for-life, no-kill pet sanctuary in the U.S. As part of its sponsorship, the Company will be participating in the "Love a Homeless Pet" campaign, which is scheduled for Feb. 13, and will be held at Texas Instruments in Dallas, TX. The Company will also be sponsoring the Indianapolis Humane Society events in Indianapolis throughout this year, and has already donated 1 pallet of Scientific Professional Cat Litter for their use. Donations of Scientific Professional Cat Litter will be included with all cat and kitten adoptions, and dog & puppy adoptions will receive donated K-9 Fat Free Dog Treats.

Deborah Wadsworth-Evans, Director of Marketing for Pet Ecology, in describing these new initiatives stated: "We are very pleased with our decision to support ARFHouse and various national and regional humane societies throughout the United States through a donation of our products to new pet owners as they adopt pets. Our marketing mission is to brand our product lines throughout the United States very rapidly, and to raise our profile as a concerned corporate citizen on various pet issues. Our decision to supply one free bag of our cat litter or one free bag of fat free treats with each pet adoption indicates our commitment to these various organizations, as well as our view that once a consumer tries our products, whether bought in a specialty retailer or received because of his or her adoption of a pet, we have a customer for life for our various products. These initiatives are more cost effective than the traditional method of attracting these customers through media, allowing us to support these important charitable organizations, while bringing our products to the attention of the public in the shortest period of time. We expect to extend our support of these pet adoption programs throughout the United States and Canada in 2006."

Pet Ecology is also a sponsor for Boutique Pet Shop & Aquarium's 5th Annual Pet Sale to be held on Feb. 18 at White Rock Lake in Dallas, TX. Owners, Boyce and Deloris Petty, have operated their store in the same location for more than 30 years, and have been written up in D Magazine, and voted by the Observer "Best of Dallas" as the first place to look for cutting edge pet supplies. As part of its retailer support program, Pet Ecology is sending mailers to 10,000 of their preferred customers one week before the event. The Company is also working with Pet Supplies Plus of Dallas, and will be sponsoring their new store Grand Opening scheduled for April of this year. The Company will continue to support all of its retailers through the United States with a co-sponsorship of significant events throughout the year, as well as custom designed mailers to their customer bases offering discount coupons and educational materials.

The Company will be attending a variety of trade shows and events throughout the year, including the upcoming 2006 Midwest Veterinary Conference, presented by the Ohio Veterinary Medical Association to be held Feb. 23-26 at the Greater Columbus Convention Center in Columbus, OH. The Company will also be attending the Indianapolis Pet Quarterly Family Pet Expo on Feb. 18 and 19 at the Indiana State Fairgrounds Horticulture Building. These events will feature exhibitors, agility demonstrations, educational seminars, live entertainment, pet adoptions, and celebrity appearances, and expects to draw approximately 15,000-20,000 attendees.

The Company has confirmed that they will be attending the H.H. Backer Pet Industry Spring Trade Show & Educational Conference, to be held April 7-9, 2006, at the Atlantic City Convention Center. Since 1989, Backer's Pet Industry Spring Trade Show & Educational Conference has been the only show to tap into the lucrative East Coast market, and should be attended by over 5,000 specialty pet distributors and retailers.

Pam Basinger, Pet Ecology's Director of Sales in describing the ongoing marketing campaigns indicated: "We began 2006 with the goal of having our products being carried in over 20,000 specialty retailers, vets and breeders throughout the United States and Canada. In order for us to achieve this goal and recognize over $30,000,000 of revenues in 2006, we knew that we would have to adopt non-traditional methods of bringing our products to the attention of the market, beside the extensive media campaign that we have just announced. Through our direst sponsorship of retailer events and our substantial attendance at pet and consumer trade shows and conferences, we continue to gain market recognition and consumer support for our existing product lines, and the additional five products and line extensions that we will be bringing to market in 2006. We consider our sales team to be the most aggressive and the most innovative in our industry, and we are accomplishing in months our presence and brand identity in the pet industry, when others in the industry have taken years."

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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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