The Opportunity - Shifting Public

Awareness
Throughout the world the “green movement” is
starting to mobilize corporations, government, and
the public as a whole. While this movement found
its roots through initial focus on personal health
concerns it has been accelerated through the
growing, global awareness about the decline of the
environment.

According to The U.S. Lawn and Garden Market, the

concerns over fertilizer contamination and water
waste that have long plagued the industry could have
a positive effect on the market if addressed
correctly.

“Consumers who want to tend to their yard in an

ecologically sound manner will pay big money for the
right tools, and as the industry stands right now
the big players are missing out on all of that
revenue."

Don Montuori, Acquisitions Editor for Packaged Facts.

 The Opportunity - Lawn & Garden Consumable
Market
$4.8 billion in 2001
Residential sales dominate the lawn & garden market in North
America. These sales are evenly split between retail
outlets & professional lawn care companies.
The Opportunity - Lawn Care Market Gap
Chemical
 May contain toxic waste, harmful chemicals
Organic
 May contain recycled materials, animal by-
products, sewage sludge

What is the next generation of lawn care

products?

Food and Feed Grade

 Contain food and feed-grade ingredients

only
 Brand Positioning - Background
 The Retail market is dominated by chemical manufacturers with
a 95% market share
 Natural/organic alternatives share the rest

 Chemical manufacturers position themselves on performance and

results, simple and easy for the consumer

 It is estimated that 35% of chemical users are ready and want

to use a more natural alternative
 But they don’t want to compromise on results

 The natural alternatives offer the advantage of being

environmentally friendly and therefore safer, but they
haven’t consistently delivered on the performance side

UNTIL NOW !!!……………………

 The Program

A line of products including wet and dry

fertilizers, soil conditioners and weed control
that:

 Are the result of 30 years of research &

development for maximum effectiveness on lawns
& gardens

 Are made from original food/feed-grade

ingredients only

 Contain no animal products or by-products

 Contain no rendering waste or composted

products
 The Program
 Non-polluting to water or soils (no run-off
concerns)

 Non-toxic to plants

 Non-poisonous to animals or soil micro-organisms

 Neighbor-friendly where drifting occurs

 Free from industrial spent acids containing

hazardous heavy metals

Products that are totally safe!

 Heavy Metal Analysis

 Our products have been tested for heavy metal

content by Thornton Labs in Florida (US
registration requirement)

 Our products are consistently and dramatically

below the tolerable levels (based on Washington
State Metals Standard)
 Of 80 measurements conducted most were over a
100 times lower than the tolerable levels.

The heavy metal analysis confirms that our products

are totally safe!
No pesticides are used,
therefore:

• No Exterminators
license required
• No rubber boots or
rubber gloves
• No warning signs
…and no special storage
requirements.
No new equipment is needed:

• Just simply clean and

calibrate your system to
our application rates.
• You use the same type of
equipment you use now.
• No equipment re-training
 The Difference – An example

 Most natural/organic fertilizers contain animal by-

products like feathermeal, bonemeal and bloodmeal.
 The feathermeal nitrogen, for example, does not work
in cool spring weather. The soil temperature needs
to be 55F before microbes in the soil can break down
the nitrogen. The feathermeal will not show much
greening or plant response until later in the
spring. However, turf and plants need nitrogen in
the cool temperatures more than in warm
temperatures.
 To be different, and better, our products contain a
combination of nitrogen ingredients
 Pharmaceutical grade urea – performs in cooler weather, and
provides quick green up
 Nitrate of soda – the only natural nitrogen source that is
immediately available regardless of soil temperature. It is
available in cooler weather, when the grass and plants need
it most
 Corn Gluten – broken down by microbial activity, provides
slow release and long lasting green up.
 The results speak for themselves …….
 Testimonials

Products have been used successfully in a commercial

basis by:

 The Royal Botanical Gardens in Burlington

 Woodbine Racetrack in Toronto
 Como Golf Course in Hudson, Quebec
 Lawn care companies in Ontario and Quebec
 2003 testing results from Chemlawn in Quebec,
Prairie Turfgrass Institute in Alberta and Town
of Abbotsford in B.C. due out this fall/winter

 Used successfully in the U.S. by vineyards, farmers

and professional growers in Pennsylvania and on a
variety of private estates in both Canada and the
U.S.
 Photo Album

Before Picture: After Picture:

Taken September 4, 2001 Taken September 20, 2001
 Photo Album

Middle of October and the lawn is still green and lush.

Photo Album
Photo Album
 Product Descriptions
Natural Herbicides:

Oue herbicides are truly breakthrough market products.

These safe products are made of food and feed grade
ingredients only. There are no harmful chemicals in
our herbicides.

 Extremely effective natural alternative

 Selective herbicide – kills over 100 broadleaf
weeds
 Non-selective herbicide – kills all weeds and
small plants
 Photo Album

48 hours 60 hours
Photo Album (continued)

72 hours
Photo Album
 Lawn and Garden Coverage - Retail

Coverage
Soil Conditioner for Indoor Plants – 1.7 kg
1 tablespoon per pot
tub
Soil Amendment for Gardens and Flowers –
108 sq. m. = 1,160 sq. ft.
2.95 kg box
Soil Supplement for Trees and Shrubs – 2.27 2.27 kg per mature tree = 5 lb.
kg box per mature tree
Tomato Fertilizer 8-12-14 – 2.27 kg box 12 sq. m. = 125 sq. ft.

Rose Fertilizer 6-14-12 - 2.27 kg box 15 Rose Plants

100 sq. m. = 1.080 sq. ft. (pH
above 6.0) or
Custom Soil pH Amendment – 9 kg bag
33 sq. m = 360 sq. ft. (pH below
6.0)
Spring Lawn Fertilizer 17-6-2 - 9 kg bag 312 sq. m. = 3,360 sq. ft.
Late Spring/Summer Lawn Fertilizer 12-5-3 -
222 sq. m. = 2,390 sq. ft.
9 kg bag
Winter Prep Lawn Fertilizer 5-4-12- 9 kg
222 sq. m. = 2,390 sq. ft.
bag
All-Season Lawn Fertilizer 8-2-2 – 9 kg bag 149 sq. m. = 1,600 sq. ft
 Retail Pricing – Canada (excluding shipping)

Suggested
Cost Margin
Retail
Soil Conditioner for Indoor Plants – 1.7 kg
$5.00 $8.79 43%
tub
Soil Amendment for Gardens and Flowers –
$7.00 $12.29 43%
2.95 kg bag
Soil Supplement for Trees and Shrubs – 2.27
$6.50 $11.39 43%
kg bag
Tomato Fertilizer 8-12-14 – 2.27 kg bag $7.00 $12.29 43%

Rose Fertilizer 6-14-12 - 2.27 kg bag $7.00 $12.29 43%

Custom Soil pH Amendment – 9 kg bag $8.50 $14.89 42%

Spring Lawn Fertilizer 17-6-2 - 9 kg bag $14.50 $25.49 43%

Late Spring/Summer Lawn Fertilizer 12-5-3 -
$14.00 $24.49 43%
9 kg bag
Winter Prep Lawn Fertilizer 5-4-12- 9 kg
$12.00 $20.99 43%
bag
All-Season Lawn Fertilizer 8-2-2 – 9 kg bag $14.75 $25.89 43%

Notes:
Excludes shipping costs. Based on 10 skids or more
 Competitive Price Comparisons - Canada
Products are competitively priced to other organic
fertilizers
Competition RooteinTM
Competitive Products
Sugg. Retail Suggested Retails
$20.99 - $25.49
Nutrite Superturf Supreme, Organic Based $25.99
Lawn Food - 9 kg 222 to 312 sq. m.
450 sq. m.
coverage
$23.19 $25.49
Nutrite Spring Lawn, Organic – 9 kg
195 sq. m. 312 sq. m. coverage

$21.55 $18.49
Nutrite Fall Lawn, Organic – 9 kg
195 sq. m. 222 sq. m. coverage
$20.99 - $25.49
$27.69
Nutrite Corn Gluten, Organic – 9 kg 222 to 312 sq. m.
90 sq. m.
coverage
$20.99 - $25.49
Groundskeepers Pride Organic Lawn Fertilizer $19.84
10-3-3 – 10 kg 222 to 312 sq. m.
400 sq. m.
coverage
$20.99 - $25.49
$29.93
MYKE Fall Fertilizer 3-3-8 – 10 kg (RONA) 222 to 312 sq. m.
300 sq. m.
coverage
Nu-Gro Green Earth Lawn Food 9-3-4 – 9 kg $20.99 - $25.49
$17.96
(Organic) 222 to 312 sq. m.
320 sq. m.
coverage
Vigoro Organic Fertilizer – 9kg $19.95 $20.99 - $25.49
 Coverage/Price comparison – Overview

A detailed review is needed because companies use

different application rates and different frequency
of application recommendations that makes a straight
comparison based on the coverage written on the bag
“apples to oranges”.

For example, the organic products listed generally

have application rates that require application
every 4 weeks versus our food and feed grade
products with application every 7 to 8 weeks. So in
essence to compare the cost of the product you need
to look at similar coverage rates.

The next page compares the products at the industry

standard application rate of 1 lb of Nitrogen per
1000 square feet (or 1 lb of Potash for the fall
fertilizers). Over 4 applications this provides the
generally recommended level of 4 lbs of Nitrogen per
1000 square feet annually.
Coverage comparison at industry standard application rates
Manufactur Lbs of Coverage at 1 $1
Product Retai ers Nitrogen per lb of cover
l coverage 1,000 sq. ft Nitrogen per s
Price on bag at rate listed 1,000 sq ft sq.
Scotts Starter Fertilizer m.
$20.2 450 sq. m. 0.64
on baglbs/1000 286 sq. m. 14.2
20-27-5 – 7 kg
(Traditional fertilizer) 0 sq ft
Nu-Gro Green Earth Lawn
$17.9 320 sq. m. 0.52 lbs/1000 165 sq. m. 9.2
Food 9-3-4 – 9 kg (Organic
fertilizer) 6 sq ft
Groundskeepers Pride
$19.8 400 sq. m. 0.51 lbs/1000 205 sq. m. 10.3
Organic Lawn Fertilizer
10-3-3 – 10 kg 4 sq ft
Nutrite Spring Lawn 9-2-2, $23.1 195 sq. m. 0.85 lb/1000 165 sq. m. 7.1
Organic – 9 kg 9 sq. ft
Nutrite Corn Gluten 8-2-4, $27.6 90 sq. m. 1.63 lbs/1000 147 sq. m. 5.3
Organic – 9 kg 9 sq. ft
MYKE Fall Fertilizer 3-3-8 $29.9 300 sq. m. 0.55 lbs/1000 164 sq. m. 5.5
– 10 kg (RONA) 3 sq. ft. (POTASH)
Our Spring Lawn Fertilizer $25.4 312 sq. m. (POTASH)
1.00 lbs/1000 312 sq. m. 12.2
17-6-2 – 9 kg 9 sq. ft
Our Winter Prep Lawn (43%)
$20.9 222 sq. m. 1.00 lbs/1000 222 sq. m. 10.6
Fertilizer 5-4-12 – 9 kg 9 sq. ft (POTASH)
(43%) (POTASH)
Notes: Our suggested retail at 43% margin (excluding shipping)
 Price Coverage Comparison – Conclusions

Our Spring and Winter Prep Fertilizers are the best value versus
the organic products listed.

Our products as a whole are favourably priced to organic

products, and are competitively priced to some traditional
chemical fertilizers.

Our products provide greater coverage than most organic

products, providing even greater consumer value.