Ottawa Eco Entrepreneurs to Appear on CBC's Dragon's Den

OTTAWA, ONTARIO, Nov 19 (MARKET WIRE) --
Two green entrepreneurs from Ottawa, one of the world's coldest capitals,
will attempt to chill the fiery inferno of the Dragons' Den through their
appearance on the popular CBC TV show Monday November 24th, 2008 at 8pm.

With recent ratings of over 805,000 viewers per show according to BBM
(http://tinyurl.com/6f4t8d), Mark Watson and Marc Appleby will be
presenting their unique winter product called "EcoTraction" to five of
Canada's most discerning investors, on one of the country's most watched
TV programs.

Watson and Appleby founded Earth Innovations Inc. in 2005 after creating
EcoTraction, a high-traction green alternative to controversial road
salts and ice melters. "We started in January 2006 by distributing
EcoTraction to a handful of retail stores in the local Ottawa area," says
Watson, CEO.

They first made headlines in February 2006 when the Ottawa Citizen
published a feature on their innovative product. Their next big break
came when The Home Depot Canada picked-up EcoTraction nationally in the
fall of 2007.

In early 2008, during one of Eastern Canada's heaviest snow falls on
record, additional media coverage was generated in a number of major
urban newspapers across Canada and a number of national magazines,
including some radio interviews. CBC News also broadcast a 5 minute
national TV interview with Watson in March 2008. See:
http://www.ecotraction.com/media.html

"We've been busy spreading the word," says Appleby, President and V.P. of
Operations. "This past winter, EcoTraction was retailed in 158 retail
stores across Canada and this winter, we're now on track to have it
retailed in over 1500 stores; a growth close to 1000%."

"Over and above our close partnership with The Home Depot Canada, our new
partners now include leading retail chains such as PetSmart, Staples
Business Depot, Rexall Pharma Plus, Pharmasave, Mac's Convenience,
Husky/Mohawk gas stations, plus some of the biggest retailers in the U.S.
such as Kroger and Giant Eagle," adds Watson. "We're also proud to have
government partners who will be end-users of EcoTraction this year such
as the Town of Banff and Parks Canada."

As for the Dragons, Watson admits that they can be hard on enthusiastic
entrepreneurs who come to them with new buiness ideas. "They can embrace
start-ups and invest in new ideas, or they can sometimes shatter the
dreams of entrepreneurs with a frank reality-check often focused on
company valuations," explains Watson. "Either way, it makes for great
television and can help create awareness about innovative products."

Will these Ottawa entrepreneurs slay the Dragons or will they get burned
by their flames? Find out on Monday November 24th at 8pm on CBC TV. The
episode will also replay on CBC Newsworld Sunday Nov. 30th at 4am & 8pm
EST, and Monday Dec. 1st at 3am EST.

Watson and Appleby are available for media interviews before and after
the show airs. Members of the media are invited to join them at a live
screening of the 8pm show at Patty's Pub, 1186 Bank Street in Ottawa on
November 24th from 7pm to 10pm. RSVP at media@ecotraction.com.

Contacts:
Earth Innovations Inc.
Mark Watson, CEO
613-232-4379 x104
mark@ecotraction.com

Earth Innovations Inc.
Marc Appleby, President & VP of Operations
613-232-4379 x103
marc@ecotraction.com
www.ecotraction.com

Copyright 2008, Market Wire, All rights reserved.

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