EcoTraction on National TV November 11th, 8pm

OTTAWA, ONTARIO, Oct 29 (MARKET WIRE) --
A year ago, over one million Canadians from coast to coast were
introduced to EcoTraction through CBC Dragon's Den, one of the most
popular TV shows in Canada.

On Wednesday November 11th at 8pm, EcoTraction will again be featured on
the top rated show where viewers will have the opportunity to see how
this green product has experienced unprecedented growth despite the tough
economic conditions.

EcoTraction is an innovative environmentally friendly anti-slip winter
safety product created for use by consumers, corporations, and
municipalities. Unlike chemical ice melters which have been labeled
"toxic" by Environment Canada, EcoTraction actually benefits the
environment because it is a safe, all-natural volcanic mineral. It grips
into ice and snow and provides instant high-traction rather than melting.

Dragons' Den is a reality show where innovative products are presented as
business opportunities to five of Canada's wealthiest entrepreneurs known
as 'the dragons'. Last year, the show was one of the most watched in the
country, peaking at over one million viewers per episode. This year,
ratings have consistently gone up with over 1,678,000 viewers the night
of October 14th and 1,717,000 viewers the night of Oct. 21st. Dragon's
Den may emerge as CBC's highest rated show, even ahead of Hockey Night in
Canada based on BBM ratings (http://tinyurl.com/yzejvlx).

Last season, all five dragons were so impressed with EcoTraction that
they ended up fighting with each other, outbidding one another to invest
their money in the green product. All five finally decided to invest
together, though an interesting twist later took place and the fight
continued beyond the show.

The November 11th broadcast is a highly anticipated update show dedicated
entirely to featuring memorable pitches from previous seasons. Viewers
will get an update from EcoTraction founders Mark Watson and Marc
Appleby, and will find out which dragon eventually won the fight and got
his shares in what has become one of the fastest growing products to be
featured on the popular show.

About Earth Innovations Inc.

Earth Innovations manufactures and distributes EcoTraction. The company
was recently declared Finalist in the Small Business of the Year category
of the 2009 Ottawa Business Achievement Awards. EcoTraction is now
retailed in stores such as The Home Depot, Canadian Tire, Home Hardware,
Metro Ontario, Shoppers Drug Mart, Pharmaprix, True Value, V&S, Country
Depot, Pet Junction and FS Co-op stores, as well as in lumber stores,
health food stores and garden centres, as well as industrial & safety
distributors such as Acklands-Grainger and others. The Town of Banff and
Parks Canada have been amongst a growing number of municipalities and
governments moving towards reducing their use of toxic chloride-based
salts & ice melters by using EcoTraction. View Environment Canada report
on toxic chloride ice melters: www.roadsaltistoxic.com

Contacts:
Earth Innovations Inc.
Mark Watson, co-founder
613-232-4379 x104
media@ecotraction.com
www.ecotraction.com

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