ULTRAPET LAUNCHES INTO PET PRODUCTS INDUSTRY
WITH PURCHASES OF HARVEST VENTURES AND CEDAR FRESH
Newest entrant into growing pet product debuts at
American Pet Products Association annual convention in New Orleans

NEW ORLEANS (March 17. 2004) – To meet the growing demand for premium, environmentally friendly pet products, UltraPet announces the acquisition of Harvest Ventures, Minneapolis, and Cedar Fresh, Lowell, Fla., and their popular lines of pet products. According to UltraPet President and CEO Michelle Higdon, the purchases are part of the company’s strategy to address the ever-increasing demand for pet products that improve the quality of life for both pets and owners.

"Our market research shows three important trends – the growth of pet ownership and pets per household as baby boomers are becoming empty nesters; the need for greater odor control in the home; and demand for healthier more environmentally friendly pet products," says Higdon. "UltraPet was created to meet this growing demand through innovative branding and product development."

The Harvest Ventures acquisition includes the FDA approved silica gel-based Crystal Clear Litter Pearls“, Tracks-Less Litter Pearls“, Ultra Pearls“, Better Way Cat Litter“, and Harvest Chewz“ bones for aggressive chewing dogs. The Cedar Fresh cat litter brands include Cedar Fresh Ultra“, Cedar Fresh Flushable“ and Cedar Fresh“ Traditional.

"This acquisition gives UltraPet solid footing in the highly competitive pet product market with brands that have strong customer loyalty, as well as established marketing and distribution channels in North America, The European Union, Israel and Australia," says Higdon. "We’ve been hard at work generating enthusiasm with distributors and retailers in America and global markets, and look forward to rolling out the new look and new products to consumers worldwide. "

As a testament to the corporate vision, UltraPet has already created its first branded product C-Dox, a unique pet deodorizing spray powered by SaniVex, one of the most powerful and effective microbial killing compounds on the market today. Higdon says new packaging for the recently acquired product lines as well as C-Dox will be unveiled during the American Pet Products Association Annual Convention in New Orleans, March 17-19 (Booth #3844).

A successful retail marketer, Higdon founded UltraPet in Fall 2003 after serving most recently as President of A & M Cleaning Products, Inc., makers of Greased Lightning. Higdon was responsible for the marketing efforts that grew the unique cleaning product from a regional brand in the Southeast to a leading household brand with more than 200,000 points of distribution across the country. After Greased Lightning was sold last year to BioLab, Higdon said the change gave her the desire to pursue another entrepreneurial opportunity—this time in the growing organic pet product market.

"UltraPet has both the experience and vision to build a powerhouse in the pet product market," says Kevin Waller, the former vice president of sales for Harvest Ventures who joins UltraPet in the same capacity. "We’re currently in line reviews with major retailers, and there is a high level of excitement for our plans to breath new life into these brands, our new product development and aggressive consumer affinity programs."