SOURCE: Pet Ecology Brands, Inc.

January 25, 2006 08:00 ET

Wall Street Resources Releases an Analytical Profile on Pet Ecology Brands, Inc. With 12-Month Target Value of $2.10

Company Receives High Marks From Key Distributor

DALLAS, TX -- (MARKET WIRE) -- January 25, 2006 -- Pet Ecology Brands Inc. (OTC: PECB),, today announced the release of an analytical profile on the Company, by respected micro-cap valuation expert Mr. Gerald Kieft, founder and President of Wall Street Resources, Inc., which contains a short-term target value for PECB of $2.10 per share.

The free report is available at: The 27-page report includes detailed information on the Company's business model, products, industry, valuation, management and risks. Wall Street Resources, Inc. is a professional research and consulting firm with over 10 years of experience providing analysis for emerging growth companies and information to the investment community.

"We are very excited that Wall Street Resources has seen fit to issue an overall evaluation of our company, and with a short-term price target of $2.10 per share. We consider this report to be verification that our management team is executing the business strategies of Pet Ecology in a more than acceptable fashion," stated Jane Lorenzen, COO for Pet Ecology. "The quality of Mr. Kieft's research, coupled with the comprehensive analysis of our business plan, will assist the Company in gaining proper awareness among key decision makers in the market and help our investors and potential shareholders obtain a more thorough understanding of Pet Ecology."

Mr. Kieft stated, "The pet supplies industry generated an estimated $35.9 billion in U.S. retail sales in 2005. To gain market share, pet supply retailers are aggressively searching for unique products to separate them for their competitors. Pet Ecology's proprietary, patented and trademarked products are precisely what they are looking for."

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About Wall Street Resources, Inc.:

Wall Street Resources, Inc. and its affiliated site is a leading source for information on micro-to-small capital publicly traded companies and exchange traded funds. Wall Street Resources (WSR) provides consulting services to help corporate executives and financial tools and publications to help investment professionals. Business consulting services include writing analytical reports, building financial models, and developing business plans. Financial tools and publications include daily and monthly newsletters, trading alerts, and featured company reports.

Disclaimer -- We, our affiliates, and any officer, director or stockholder or any member of their families may have a position in and may from time to time purchase or sell any securities discussed in our financial publications. There may be instances when fundamental, technical, and quantitative opinions may not be in concert. Our associates may from time to time perform investment banking or other services for, or solicit investment banking or other business from, any company mentioned in our reports. WSR is a consultant to the Company and has received $15,000 in cash and 150,000 shares of 144 restricted stock for due diligence fees and consulting services from January of 2006 through June of 2006.

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 (3 lbs works like 21 lbs 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 20 lb 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.


Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995: The statements, other than the statements of historical facts may be deemed to contain forward-looking statements with respect to events, the occurrence of which involves risk and uncertainties, including, without limitation, demand and competition for the company's products and services, the availability to the company of adequate financing to support its anticipated activities, the ability of the company to generate cash flow from operations and the ability of the company to manage its operations.

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