- 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, ON, June 4 /CNW/ - 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.
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
For further information:
For further information: Investor and Media Relations, Richard W.
Wertheim, Wertheim + Company Inc., Email: firstname.lastname@example.org, (416)
594-1600, (416) 518-8479 (cell)