SOURCE: Pet Ecology Brands, Inc.

May 02, 2006 09:00 ET

Seasoned Veteran Joins Pet Ecology's Management Team as Head of National Sales

Randy Frederiksen to Bring Regional Brokerage Firms Into the National Sales and Marketing Strategy of Pet Ecology

DALLAS, TX -- (MARKET WIRE) -- May 2, 2006 -- Pet Ecology Brands, Inc. (OTC: PECB) -- -- is pleased to announce Randy Frederiksen, respected 18-year pet specialty market veteran, has joined the Company as National Sales Manager of the Pet Specialty Sales Division. Mr. Frederiksen will be responsible for integrating and augmenting Pet Ecology Brands' dedicated sales force with top notch national pet manufacturers reps groups, to better serve current customers and the growing demand for the Company's trendsetting products.

Mr. Frederiksen, in explaining his decision to join the Company, stated: "Pet Ecology Brands, Inc. is helping change an industry that hasn't changed in over 20 years, and by addressing the issues we all worry about -- health, quality of life, convenience and our environment -- in its innovative pet products, the Company is poised for phenomenal growth. I see the opportunity to use the many relationships that I have developed over the years to take the Company and its products to the forefront of the industry."

With Pet Ecology Brands' new Vit-A-Dog ™ Fat Free Dog Treats (enriched with Vitamins D and E) and Scientific Professional ™ Fat Free Cat Treats (the first fat free cat treat on the market) set to launch later this quarter, Mr. Frederiksen's addition to the Company will provide unlimited new specialty sales opportunities. Over the course of his distinguished 15-year sales career at Lambert Kay specialty sales soared, resulting in its 2001 acquisition by Church & Dwight Company's Arm & Hammer pet products brand. Mr. Frederiksen is a seasoned sales team builder, and also served as The Bramton Company's Director of Sales-Europe, establishing their successful European pet products distributor network. A multiple pet parent himself, Randy got his start in the pet supplies industry working for ConAgra Foods Corporation and its Geisler and Sergeant's brands.

Additional products anticipated for 2006 launch by Pet Ecology Brands, Inc. include Kitty De-Lite ™, a microwavable gourmet cat dinner, and two new product extensions for Scientific Professional Cat Litter with Feline Lower Urinary Tract Disease Sickness Indicator that will help detect feline pregnancy and diabetes.

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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. Scientific Professional Cat 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. Scooplite provides the same benefits as Scientific Professional Cat Litter without the sickness indicator.

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. Vit-A-Dog Fat Free Treats (soon to be available) are enriched with vitamins D & E, and will be available in chicken, beef and liver flavors.

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


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