- Jennifer's selling Earth Aid De-Lush-ious Lawn Desserts plus "soil conditioner for healthy lawns" at selected Walmart Canada supercentre and Loblaw superstore outlets in Toronto area
- Discussing trials with other potential retail outlets
Puslinch, Ontario - June 4, 2009 - Forterra Environmental Corp. (TSX-V: FTE-V), a manufacturer, marketer, and seller of premium organic soil-enrichment products based on worm castings, today announced that it is supplying its worm castings to Jennifer's Landscape Vitamins for inclusion in a mix for a "soil conditioner for healthy lawns" that initially is being sold through retail outlets in the Greater Toronto Area (GTA).
Jennifer's Landscape Vitamins is producing an "all natural" mix that includes approximately 30 percent worm castings supplied by Forterra. The product, called Earth Aid De-Lush-ious Lawn Deserts "plus soil conditioner for healthy lawns", currently is being sold at 16 Walmart Canada supercentre and Loblaw superstore outlets.
Jennifer Appel founded Jennifer's Landscape Vitamins in 1999 in her hometown of Houston, Texas, "after my cat died from ingesting chemical-based fertilizer that I had been using." Ms. Appel, who has a degree in landscape architecture from Texas A&M, determined that she wanted to be able to create "weed-free, lush, beautiful yards with flowering landscapes and healthy trees by employing chemical-free, all-natural fertilizers and other soil enrichment products. I didn't ever want to think about the possibility of having a client call and tell me that the products I used in their yard had injured or killed a pet or harmed their child," she says.
"Over the past decade, Jennifer's Landscape Vitamins has had great success developing all-natural products for lawn care, gardens, and other applications and our business in the United States has taken off. From my initial product development done in my garage, Jennifer's Landscape Vitamins has grown even faster than the plants, trees, and lawns that our products nourish," she said.
"In February this year, after determining that we should introduce Jennifer's Landscape Vitamins' products into Canada, I approached Forterra Environmental as a source of worm castings and potentially other products that we could use in our mixes. I also lined up other Canadian partners to mix and distribute our products. I began working to convince major retailers to offer our Earth Aid De-Lush-ious Lawn Deserts in 10-pound bags on a trial basis.
"Within the incredibly short time of three months, we were able to begin selling in May through selected Walmart Canada and Loblaws outlets in the GTA. As anyone who knows retailing will tell you, that is an incredibly fast response by major retailers and I believe it is an indication of their enthusiasm for offering their customers organic, all-natural lawn and gardening products," said Ms. Appel.
"It is too soon to assess the success of these trials, particularly because the cold, wet spring in the GTA delayed lawn-care and gardening activities. We are very optimistic that the trials will be a success and already are speaking with other major retailers about selling through them as well. If all goes well, we are looking forward to a major launch of Earth Aid De-Lush-ious Lawn Deserts and other Jennifer's Landscape Vitamins products in 2010," Ms. Appel said.
"Forterra has initially sold three tons of our worm castings to Jennifer's Landscape Vitamins," reports Rick Denyes, president and chief operating officer. "If its trials with Walmart, Loblaws, and other retailers are successful, we are hopeful of some additional sales to Jennifer's Landscape Vitamins during the remainder of 2009 and that it will be a major customer for us in 2010.
"Ms. Appel and her company are passionate and infectiously enthusiastic about the need for, and benefits of, all-natural soil enrichment products. They already have proven for the past decade their abilities to work successfully with retailers as well as other customers in the United States. We look forward to working with her and her colleagues to develop additional products to be introduced in Canada. We plan to grow our businesses by helping the users of Jennifer's Landscape Vitamins' enjoy the healthy growth of their lawns, trees, and gardens," Mr. Denyes said.
Additional information on Jennifer's Landscape Vitamins is available at the company's website: www.landscapevitamins.us.com.
About Forterra Environmental Corp.
Forterra manufactures, markets, and sells environmentally friendly soil enhancers, using worm castings, which boost fertility while restoring the soil with organic matter for sustainable, longer-term benefits, including stronger root growth, and drought and pest resistance. Forterra products contain only organic material. They are ideal for golf courses, sports fields, lawn care, parks, nurseries, orchards, and vineyards. Essentially, Forterra uses red wriggler worms to convert organic material into vermicompost or worm castings. Worm castings contain micronutrients, which are required for healthy plant development. Worm castings also contain microbes, which increase the rate at which plants take up available macronutrients and micronutrients. Further information is available on the company's website at www.forterra.com.
Forward-Looking Statements
This news release contains forward-looking statements based on current expectations. These forward-looking statements entail various risks and uncertainties that could cause actual results to differ materially from those reflected in these forward-looking statements. Such statements are based on current expectations, are subject to a number of uncertainties and risks, and actual results may differ materially from those contained in such statements. These uncertainties and risks include, but are not limited to, availability of resources, competitive pressures, changes in market activity, the ability to sign contracts with customers, the development of markets for worm castings, its ability to breed and maintain a sufficiently large worm population, and regulatory requirements. Risks and uncertainties about Forterra's business are more fully discussed in the company's disclosure materials, including its annual information form and MD&A, filed with the securities regulatory authorities in Canada. Forterra assumes no obligation to update any forward-looking statement or to update the reasons why actual results could differ from such statements.
Neither the TSX Venture Exchange Inc. nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.
For further information: Investor and Media Relations Richard W. Wertheim Wertheim + Company Inc. Email: wertheim(at)wertheim.ca Phone: (416) 594-1600 Cell: (416) 518-8479
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