2014 Product Catalog by Milo Shammas

HAS ARRIVED

2O14

PRODUCT CATALOG SOILS • FERTILIZERS • PESTS

ONCE AGAIN - ADVANCIN

GROW YOUR SALES Introducing a NEW way to sell YEAR-ROUND! Year-Round Fertilization Products Designed To Boost Repeat Sales Simple, Easy To Use, Ready To Spray Designer Bottles The Most Advanced Gardening Technologies See page 14 to learn more!

NG ORGANIC INNOVATION

FERTILIZING MADE EASY All the Flavors your Customers Need TECHNOLOGY & JAW-DROPPING PACKAGING ALL IN ONE

R T N

U D O

G N CI

FINALLY A FERTILIZER VEGETARIANS

CAN TRUST Defined with brand identity and sophisticated advanced technologies.

ProBiotic Inside Beneficial soil microbes plus Mycorrhizae

NATURE’S INTELLIGENCE

ProBiotic® Inside

KEEPING THE INTELLIGENCE ALIVE Beneficial soil microbes plus Mycorrhizae

nature’s intelligence pure & simple

FEEDING THE INTELLIGENCE

VITAMINS, MINERALS & GROWTH BOOSTERS

A chance to change the world We believe we can offer you that chance It starts with a great team We have assembled a team of brilliant people who love what they do. It takes passion, dedication, and an understanding of the value of teamwork to accomplish great things. We nurture a high quality and talented team that shares a mutual vision of perfection.

Perfecting our brand The pulse of our company comes from our position at the very heart of innovation. Innovations become our guiding lights. We value them and what they stand for over what they cost us to develop. When you love a brand, you follow it into new places to fuel progressive growth and positive change that benefits everyone. Innovation is the engine of Dr. Earth®, and we ensure that it is always viable throughout our enterprise. We understand and value the high-energy organic movement. Our hard work and vision have contributed to its incredible growth. As we make great investments in our future and the future of organics, we welcome progressive businesses to join us.

-Milo

TABLE OF CONTENTS New For 2014. . . . . . . . . . 2 ■ Kit Branding. . . . . . . . . 6 ■ Liquid Fertilizers. . . . 14 ■ Lawn Food. . . . . . . . . . 26 ■ Dry Fertilizers. . . . . . . 28 Fertilizer Display . . . . . . 36 ■ Specialty Products. . 45 ■ Premium Soils . . . . . . 46 ■ Killer Sprays . . . . . . . . 61

Recycle America

KIT BRANDING

KIT BRANDING KIT BRANDING Dr. Earth's advantage over our competition gives you an advantage over yours. In spite of the simplicity of the concept, no one has done this before! Specifically chosen, color-matched kits—made up of a bagged soil, a fertilizer and sprays—when strategically placed next to the appropriate plants, turn your display into a selling machine. Above it all blazes a colorful 24-by-32-inch poster, available for select kits. The poster is provided free of charge with the purchase of products in those kits. This brilliant approach to merchandizing will dazzle customers and increase sales.

THE KIT BRANDING BUSINESS MODEL CUSTOMER PURCHASES PLANT

YOU SELL SOIL FOR PLANTING

YOU SELL FERTILIZER TO FEED

YOU SELL SPRAYS TO PROTECT

YOU INCREASE SALES; HAPPY CUSTOMER REPEATS CYCLE

Succeed with kit branding from Dr. Earth® —Progress Through Innovation 6

KIT BRANDING

Signs available for select kits. Contact Dr. Earth for availability 7

KIT BRANDING

STARTER KIT

KIT BRANDING

FLOWER KIT

KIT BRANDING

VEGGIE KIT

KIT

KIT BRANDING

ALL PURPOSE

KIT BRANDING

FRUIT KIT

KIT BRANDING

BLOOM KIT

HAS ARRIVED FERTILIZING MADE EASY! GARDENERS WHO FERTILIZE MORE OFTEN, BUY MORE OFTEN We conducted extensive research that revealed two important facts: • Fertilizer sales drop after spring. Most homeowners make one large purchase of fertilizer per year—most often in early spring—and use it up during their initial planting. After that, they are less willing to take on larger gardening projects, but they still want to care for their gardens. • Organic gardeners would fertilize more often if it took less effort. Your customers want to grow healthy gardens and nurture their plants on a regular basis. However, they don’t always want to mix dry fertilizer into the soil, the labor-intensive method traditionally required for organic gardening. These facts reveal a problem, but Dr. Earth® saw the opportunity to provide the solution. Repeat sales are the core essence of any successful business. We understand that. We discovered that we could increase fertilizer sales in spring, and during the off season, by increasing the frequency of applications. And we can increase the frequency of applications by making them easier. It was clear that “the future of organic” needs to be easy, so we have literally created a new category, an entire line of liquid organic fertilizers packaged in high-quality designer bottles. The result is that gardeners will feed their plants more often. Like everyone else these days, organic gardeners lead busy lives, but they want to do the right thing. They deserve a wide selection of organic products that are easy to use and highly effective. Synthetic fertilizer products using hose– end sprayers have existed for decades and have been very successful because of their convenience. That has been their advantage, until now.

Finally, through another Dr. Earth® innovation, organic gardeners can enjoy that same convenience in a complete selection of organic products, designed to meet the needs of every plant they buy. When feeding the garden is as fun and easy as connecting one of our bottles to a hose every couple of weeks, your customers will do so as often as 6 to 10 times per year. And every time they do, they will need to purchase new bottles for each plant category they own. This creates substantial volume-based growth for retailers while providing ground-breaking technology for consumers. Irresistible convenience and effectiveness will keep them coming back for more. Organic gardening is now mainstream gardening. Organic product consumption is rapidly increasing worldwide. This is our greatest opportunity to support organic gardeners. This is also your greatest opportunity to grow your fertilizer sales. We understand the organic market and can supply it better than anyone. By focusing our support on the mainstream organic home gardener, we support your business and the entire organic movement. Gardeners will still use our dry organic fertilizers at the time of each planting or at the beginning of each season, knowing these fertilizers feed for months with ProBiotic™ inside. Our liquid fertilizers should never replace our dry fertilizers. They were created to increase the frequency of organic fertilizer applications. We have a colorful vision for growth, yours and ours, based on research and brilliantly enhanced with a rainbow of attributes. This is the crowning achievement in our colorful kit branding concept of combining soils, pest killers, and dry fertilizers into kits, for maximized sales. Offer your customer everything—unsurpassed organic products packaged with the ultimate convenience of hose–end sprayers, all in jewel tones that match plantspecific kits, impossible to ignore or resist. The future of organic is here!

NATURAL & ORGANIC

FERTILIZERS Our new family of liquid fertilizers combines the most advanced gardening technologies — prebiotic® and promoisture hydrate® — with jaw-dropping packaging, for one remarkable and complete product line. INNOVATION

It took research, ingenuity, and inspiration to produce our liquid concentrates. The initial challenge was how to best capture the vital essences of PreBiotic® and ProMoisture Hydrate® at peak freshness and deliver them in a bottle. We have succeeded!

PREBIOTIC®—FULL SPECTRUM SUPER FOODS FOR MICROBES AND MYCORRHIZAE PreBiotic® (soluble sugars) and other micronized exotic super foods—full of lifegiving energy—stimulate the living soil microbes to digest and break down the maximum amount of organic matter in the soil. This action releases essential plant nutrients in a directly available soluble form that actively growing roots can absorb to produce incredible plants. The more energy the living soil has available, the more rapidly the microorganisms will multiply. This means even more life in the soil, which directly influences the soil’s ability to stimulate vigorous and healthy plant growth.

PROMOISTURE HYDRATE®—ALOE VERA FERTILIZER INFUSION This cutting edge biotechnology—the science of keeping soil organisms alive—is available only in Dr. Earth® fertilizers and soils. Our food grade ProMoisture Hydrate® coats and protects the living microbes in the soil, and also the plant foliage, with a “slimy layer” that allows both to stay hydrated and protected against temperature extremes. It soothes the microbes’ cell walls and plant foliage very much like it protects and moisturizes human skin from harsh environmental conditions.

RAW SUPER FOODS — ADVANCED ORGANIC® RAW MEAL. VITAMINS, MINERALS, CARBOHYDRATES & GROWTH BOOSTERS Premium whole foods deliver nutrients the way nature intended, giving the full benefit of fresh whole food concentrates. Just as this principle applies to human health, it also applies to providing the best support for microbial and mycorrhizal life in every type of soil. Raw foods are always the best source, because they have not been adulterated by any human synthetic processes.

PROGRESSIVE INNOVATION

Perfection is in the genes. Nature’s intelligence is in the bottle©.

FERTILIZERS

® Available in 24oz. Liquid Concentrate

STARTER FERTILIZER ROOT ZONE® goes right to where all plant health begins. We now pack the vital goodness of our best-selling starter fertilizer into this highly concentrated liquid form. This is advanced gardening science made simple, with the familiar old watering can. PURPLE is a color people relate to riches, royalty, and now … roots! For this liquid concentrate, we naturally chose the gorgeous purple packaging that attracts customers to our other Root Zone® products, to complete your kit branding advantage. The prestigious Dr. Earth® brand name is embossed on the bottle.

THE KIT

A GREAT VALUE in this concentrated form, liquid Root Zone® is sure to be a customer staple all year long, bringing you repeat sales and the loyalty that comes from good gardening experiences. Great nutrients make this starter fertilizer their first step toward success.

Available in Easy-To-Use Hose End Spray Bottle or 24oz. Liquid Concentrate

FERTILIZERS

ROSE & FLOWER FERTILIZER TOTAL ADVANTAGE® means we’ve offered your customers a special boost when it comes to growing beautiful, healthy roses and flowers. When feeding is as easy as using this hose–end sprayer, they will do it regularly, and you have a repeat sales winner! EYE-POPPING RED will draw attention, and when your customers literally feel the Dr. Earth® name embossed on this beautiful bottle, they’ll be reminded of the quality they hold in their hands.

THE KIT

GARDENING SUCCESS for your customers comes from our formulas containing PreBiotic®—full spectrum raw super foods to feed beneficial microbes and mycorrhizae— and ProMoisture Hydrate®.

FERTILIZERS

TOMATO, VEGETABLE & HERB

FERTILIZER

Available in Easy-To-Use Hose End Spray Bottle or 24oz. Liquid Concentrate

HOME GROWN® organic tomato, vegetable, and herb fertilizer ensures a bounty of produce for your customers and a bounty of repeat sales for you. Once they fall in love with the hose–end sprayer convenience, fertilizing healthy vegetables regularly becomes super easy. You’ll harvest the profits! HANDS-ON SATISFACTION comes from picking a ripe, home grown tomato. But there is also a sense of satisfaction from just holding this beautiful green bottle with the trusted Dr. Earth® name embossed right into the plastic.

THE KIT

FEED YOUR BOTTOM LINE while the raw super foods in patented PreBiotic® feed beneficial microbes and mycorrhizae. Along with ProMoisture Hydrate®, it’s the recipe for your customers’ success, which will lead to repeat sales.

Available in Easy-To-Use Hose End Spray Bottle or 24oz. Liquid Concentrate

FERTILIZERS

ALL PURPOSE FERTILIZER PREMIUM GOLD® attracts the discriminating customer from the beginning, with its name. Then, this hose–end sprayer makes its use so easy and convenient that they will go through their supply quickly, coming back to you for more all through the year. LET THEM FEEL the pleasure of holding the best in their hands. Embossed brand identity lets them experience, and remember, the Dr. Earth® name through their sense of touch. Customer loyalty never felt so good, as good as gold.

THE KIT

RICHES can take many forms, like the results obtained from superior patented ingredients, like ProMoisture Hydrate® and PreBiotic®— which contains full spectrum raw super foods for beneficial microbes and mycorrhizae.

FERTILIZERS

BUD & BLOOM BOOSTER

Available in Easy-To-Use Hose End Spray Bottle or 24oz. Liquid Concentrate

FLOWER GIRL® holds the promise of profitable repeat sales for you. With the convenience of hose–end spraying, customers will enjoy using this product and will consume it quickly. Then they will be back to buy it again, all year long! HAPPINESS IS IN HAND. This cheerful, ruby red bottle makes customers feel good, and so does the embossed Dr. Earth® brand name molded right into its surface, reminding them that they hold THE BEST.

THE KIT

THE BEST means superior patented ingredients, like PreBiotic®— full spectrum raw super foods that feed the beneficial microbes and mycorrhizae—and ProMoisture Hydrate® that keeps those organisms moist and healthy.

Available in Easy-To-Use Hose End Spray Bottle or 24oz. Liquid Concentrate

FERTILIZERS

FRUIT TREE FERTILIZER NATURAL WONDER®, in a beautiful bright blue bottle, will deliver a bountiful crop of fruit for your customers. The hose–end sprayer convenience results in frequent use and the need for frequent replacement. Repeat sales are your key to success. TOUCH MEANS SO MUCH when customers get their hands directly on the prestigious Dr. Earth® brand name, molded into our exclusive bottle, they will know they’re using the best. Like its contents, our container is extraordinary.

THE KIT

AMAZINGLY EFFECTIVE. The raw super foods in patented PreBiotic® feed the beneficial microbes and mycorrhizae. Add to that, the promise of ProMoisture Hydrate® and you have the winning combination for thriving, productive fruit trees. That will bring customer satisfaction and more business for you.

FERTILIZERS

SEAWEED CONCENTRATE Micronized Seaweed now has PreBiotic® and ProMoisture Hydrate® Inside! Ocean Rich® Concentrate, one of our best products, is a powerful liquid fertilizer made even better with the addition of ProMoistue Hydrate® and PreBiotic®—a full spectrum raw super food that feeds the beneficial microbes and mycorrhizae. ProMoisture Hydrate® keeps them alive in the soil. Count on this fertilizer to work fast any time of the year, regardless of temperature. Nutrients are released quickly, yet continue to feed for several weeks. The ultra-premium, highly concentrated formula provides an optimal level of potassium, making it three times more potent than the leading brand. It also contains naturally occurring multi-minerals, synergistically boosted with micronized humic acids, for maximum bioavailability and superior plant health. Micronization ensures a NOTICIBLY strong beneficial effect. Here is advanced scientific technology in a product that is easy to mix, use, and sell.

Available in Pint or Quart

™

Our popular all purpose liquid fertilizer now has PreBiotic® and ProMoisture Hydrate® inside.

FERTILIZERS

ALL PURPOSE FERTILIZER Dr. Earth® Liquid Solution™ All Purpose Fertilizer is a premium, highly concentrated formula your customers will count on as one of the staples in their garden sheds. In addition to essential plant nutrients—including micronutrients and multi-minerals—this product now contains PreBiotic® to provide raw super foods to feed beneficial microbes and mycorrhizae. ProMoisture Hydrate® keeps them alive in the soil. Micronization ensures that organic nutrients are thoroughly bioavailable for root absorption on the microscopic level. Quickly released nutrients continue to feed for weeks, any time of year, in any temperature.

Providing dependable year 'round sales for over two decades!

Available in Pint, Quart or Gallon Containers

FERTILIZERS

HIGH NITROGEN ®

Available Sizes: Pint • Quart • 1 Gallon 2.5 Gallon • 5 Gallon

FERTILIZER

Picture the ultimate in plant health—lush, green growth with thick plant cell walls. Dr. Earth® Nitro Big® with PreBiotic® and ProMoisture Hydrate® reaches that objective by feeding plants the perfect diet, a formula that accelerates robust and vigorous vegetative growth. This formula goes to work in the soil with incredible speed because of the purity of the greenbased PreBiotic® ingredients. It works quickly, but not so quickly that it could potentially burn plants. Help your plants reach their full potential! Treat them to Dr. Earth® Nitro Big® for the biggest, tallest and thickest leaves. Use for all garden plants during the early stages of growth or in early spring.

GUARANTEED ANALYSIS: Total Nitrogen (N). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7% 7.0% water insoluble organic Nitrogen Available Phosphate (P2O5). . . . . . . . . . . . . . . . . . . . . . . . . 2% Soluble Potash (K2O). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2%

DERIVED FROM: Fish meal, fish bone meal, soft rock phosphate, mined potassium sulfate, kelp meal, seaweed extract and earthworm castings.

BENEFICIAL NON-PLANT FOOD INGREDIENTS: 5% Humic Acid (derived from Leonardite & seaweed extract) 2% Aloe Vera Concentrate 1% Yucca Schidigera Extract

7% PREBIOTIC MICROBIAL FOOD 2% Fructooligosaccharides 1% Inulin 1% Hemp Powder 1% Brown Rice Flour

1% Whole Wheat Flour 0.5% Soy Flour 0.5% Black Strap Molasses

FERTILIZER

® When your customers’ plants enter the budding and flowering stage, proper feeding makes all the difference. Dr. Earth® Golden Bloom® with PreBiotic® and ProMoisture Hydrate® is formulated to feed plants during this critical stage of their life cycle, when size, quality, and abundance of buds and flowers are the objectives. Golden Bloom® delivers the purest, highest quality nutrients available to encourage a maximum number of buds. Grow with confidence, because of Dr. Earth®.

FERTILIZERS

HIGH PHOSPHOROUS

Available Sizes: Pint • Quart • 1 Gallon 2.5 Gallon • 5 Gallon

GUARANTEED ANALYSIS: Total Nitrogen (N). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2% 2.0% water insoluble organic Nitrogen Available Phosphate (P2O5). . . . . . . . . . . . . . . . . . . . . . . . . 7% Soluble Potash (K2O). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2%

DERIVED FROM: Fish bone meal, soft rock phosphate, fish meal, mined potassium sulfate, kelp meal, seaweed extract and earthworm castings.

BENEFICIAL NON-PLANT FOOD INGREDIENTS: 5% Humic Acid (derived from Leonardite & seaweed extract) 2% Aloe Vera Concentrate 1% Yucca Schidigera Extract

7% PREBIOTIC MICROBIAL FOOD 2% Fructooligosaccharides 1% Inulin 1% Hemp Powder 1% Brown Rice Flour

1% Whole Wheat Flour 0.5% Soy Flour 0.5% Black Strap Molasses

LAWN FOOD

™

LIQUID LAWN FERTILIZER Promotes lush green turf! Phosphorous-free formula now in a hose-end sprayer bottle SUPER NATURAL™ lawns are not created by synthetic chemicals, but by organically nurtured health. Pair supernatural effectiveness with hose–end sprayer convenience for a product that works like magic and sells repeatedly throughout the year. LUSH GREEN on the bottle means lush green on the lawn. The Dr. Earth® brand name, proudly embossed right onto the surface, speaks of exclusivity and the quality of the product inside.

Available in Easy-To-Use Hose End Spray Bottle

SUPERIOR INGREDIENTS like ProMoisture Hydrate® and PreBiotic®— which contains full spectrum raw super foods that feed beneficial microbes and mycorrhizae—equal unsurpassed satisfaction, and sales. And it’s our phosphorus-free formula!

™

THE PERFECT PACKAGE

FERTILIZERS LAWN FOOD

LAWN FERTILIZER

This package beckons buyers with everything we crave in a lawn and instant recognition of the perfect choice in lawn fertilizer. The image of luxuriously dense, green grass will make them want to touch it, to go barefoot, to be a child again, rolling around on the lawn. And why not? The prominent Dr. Earth® name, the words “People & Pet Safe,” and the bright yellow “ORGANIC” banner provide complete assurance of safety. Both of you will be seeing more “green” with this reliable repeat seller that virtually everyone needs, and will need again.

THE POWER OF PROBIOTIC™ Notice the strategic placement of the oval ProBiotic™ seal, standing out in contrasting yellow against an image of masses of healthy roots reaching deep down into rich brown soil. That reminder that it has ProBiotic™ inside, plants in their minds the vision of the healthy soil they will be building to nurture their healthy lawn. That’s the power of ProBiotic™: 1) the power to build healthy soil with our exclusive blend of beneficial soil microbes, 2) the power to grow luxurious lawns, and 3) the power to build customer loyalty and repeat business through results no other brand can offer.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS This package clearly sells the image of a beautiful, healthy lawn. But we sell real RESULTS and list three specific promises directly above the oval ProBiotic™ seal: “PROMOTES A HARDY ROOT SYSTEM,”“CONTROLS THATCH BUILDUP,” and “ADDS LIFE TO YOUR LAWN.” It’s SUPER NATURAL®—The Root of Organic Integrity. Other promises include organic potency sufficient to do its job for three full months. Every inch of this package shouts out that it’s a great value for your customer. It will become a staple of your independent business.

Available in 18lb. or 40lb. Poly Bag

A Look Inside The Technology Every time a customer chooses a fertilizer, it’s a critical decision affecting the long-term health and productivity of their garden. A synthetic chemical fertilizer is a shortsighted choice, eliminating all the benefits contributed by the tiny living microbes in the soil. Plant health comes from feeding those microbes by adding organic material to provide food. As the microbes break down this material, nutrients it contains become available for absorption by plants’ roots. A synthetic chemical fertilizer feeds only the plant, giving it a temporary boost, but doing nothing to nurture a healthy soil environment with lasting benefits. Adding petrochemical synthetic fertilizer also drives up the salt index in the soil and changes the pH, which can have adverse effects on plants. More importantly, chemical fertilizers feed for only a short period of time. Organic fertilizers offer continuous feeding, because the microbes cannot digest all of the organic material at once. With chemical fertilizers, we also lose the microbes’ contribution to soil aggregation. Good soil aggregation leads to improvements in tilth, water retention, the rates at which water penetrates the soil, the amount of oxygen in the soil, and the reduction of runoff. All of these desirable soil conditions can be achieved by adding organic matter. As you can see, microbes are immeasurably important and essential to the health of all productive soils. The best way to build customer loyalty is to offer sound advice that will bring gardening success. To elevate microbial colonies in their gardens, encourage your customers to use Dr. Earth® organic fertilizers and soils. They contain ProBiotic™, a broad-spectrum seed and soil inoculant already mixed into the products. Two things will happen when your customers choose the Dr. Earth® brand specifically: • The organic fertilizer and soil will become the food source for the microbes, providing almost immediate nutrition for plants, which means fast results. • The soil will contain the proper number of microbes to truly benefit plants, because—unlike most organic fertilizers and soils—Dr. Earth® products have various species of beneficial microbes already included as components. Increased biological activity in the soil, and the buildup of existing bacterial populations, will help to make plants resistant to disease, frost, and insects, while maximizing the potential for growth and health. Soil is alive! Helping your customers learn to work with nature to nurture a healthy soil environment will offer them a better gardening experience and a better reason to buy more Dr. Earth® products from you.

NATURAL & ORGANIC

FERTILIZERS INFUSED WITH

ProBiotic Inside Beneficial soil microbes plus Mycorrhizae

NATURE’S INTELLIGENCE PURE AND SIMPLE BENEFICIAL MICROBES AND MYCORRHIZAE The invention of ProBiotic™ signaled a major breakthrough in gardening science, the first time fertilizers were infused with living organisms. Products that imitate—some of which include chicken manure—cannot even come close. The word ProBiotic™ always signifies the first, the original, and the absolute supreme microbeinfused fertilizer on the market.

ProBiotic® Inside

Your customers hear about probiotics all the time. Books, articles, television talk shows, and medical doctors repeatedly validate the science and tout the benefits. Manufacturers of probiotics spend hundreds of millions of dollars on advertising. But only Dr. Earth® can claim the ProBiotic™ brand name, because we own it and have Beneficial soiland microbes harnessed that brand power in the lawn garden industry. Here is plus Mycorrhizae your opportunity to benefit from that power.

nature’s intelligence pure & simple

FERTILIZERS

BULB FOOD FERTILIZER THE PERFECT PACKAGE After a long winter, nothing is more welcome than the first blooming bulbs. These pretty pink tulips could have come straight out of an Old Dutch painting. The iconic DR. EARTH® brand dominates this attractive package front, surrounded by fanning rays in two shades of spring green. Bright yellow highlights the words “Organic” and “Premium.”

A MULTI-PURPOSE PRODUCT Those who plant bulbs probably plant many kinds, and this product makes their work a little easier. A yellow banner across the bottom says “IDEAL FOR,” and shows a wide variety of blubs that will benefit from Spectacular® BULB FOOD, a classic favorite among the specialized fertilizers offered by Dr. Earth® for our valued customers. This one is a perennial best seller.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS

THE KIT

Available in a 4lb. Carton or Poly Bag

With one glance, customers know they’ve found the right product for the job. The many attributes of Spectacular® stand out to make the sale. With words like “People & Pet Safe; Organic; 100% Natural; Premium; and Hand Crafted Blend” your customers will recognize that this product has everything going for it. They’ll love the results and come back for more.

THE PERFECT PACKAGE

FERTILIZERS

STARTER FERTILIZER This eye-popping package is pretty enough to be a poster. The Dr. Earth® brand takes center stage above a starter pack of purple petunias over a two-toned periwinkle sunburst. But the eye goes straight for what only Dr. Earth® can claim: ProBiotic™ Inside. Its bright yellow background links it to the words “Organic” and “Premium” as well as the important Root Zone® brand.

THE POWER OF PROBIOTIC™ Only Dr. Earth® fertilizers have ProBiotic™, the biotechnical breakthrough that put our products at the head of the pack. We were the first to infuse living beneficial soil microbes—including Ecto and Endo mycorrhizae into nutrientrich organic materials, to create the most effective organic fertilizers available today. Customers want the original, and superior, ProBiotic™ brand.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

THE KIT

In addition to the eye-catching ProBiotic™ brand name, we flaunt an array of attributes. The words “People & Pet Safe” and “Starter Fertilizer” jump out in white lettering on green. The label says “Organic 100% Natural Hand Crafted Blend” and lists ingredients. Your customers will appreciate the “Ideal For” banner. It all spells success for them and sales for you.

FERTILIZERS

ROSE & FLOWER FERTILIZER THE PERFECT PACKAGE Customers will fall in love with this illustration of dewdrop touched red roses. You can almost smell the fragrance. At the top, where it belongs, is the name that symbolizes true devotion to gardeners: Dr. Earth®. A bright yellow oval flaunts the words “ProBiotic™ Inside” above the word “Premium.” Love at first sight + lasting romance = repeat sales for you.

THE POWER OF PROBIOTIC™ Customers want the original, and superior, ProBiotic™ brand, and only Dr. Earth® can supply it. ProBiotic™, our groundbreaking biotechnical advancement, contains Ecto and Endo mycorrhizae. Dr. Earth® was the first company to infuse these tiny living organisms into nutrient-rich organic materials, to create the most effective organic fertilizers available today.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS

THE KIT

Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

The Total Advantage® Rose & Flower Fertilizer name grabs your customers’ attention and so does the eye-catching ProBiotic™ brand name. A whole bouquet of attributes—safety for people and pets, the fact that this is an organic and natural blend, a list of ingredients, and more—make buying this premium product an easy choice for gardeners.

FERTILIZER

THE PERFECT PACKAGE

FERTILIZERS

AZALEA, CAMELLIA, RHODY & MAPLE

Who can resist the beauty of rhododendrons and azaleas? Lush pink blooms framed by golden sun rays will draw your customers in close. They’ll also gravitate toward the trusted name Dr. Earth® and the prominent yellow oval with the words “ProBiotic™ Inside.” As part of this premium product line, Acid Lovers® will be an easy choice for gardeners who love these plants.

THE POWER OF PROBIOTIC™ Customers look for the original, and best, ProBiotic™ brand, available only in Dr. Earth® fertilizers. We led the industry with our pioneering science when we were the first to infuse nutrient-rich organic material with beneficial living organisms, including Ecto and Endo mycorrhizae. The brand name ProBiotic™ proves that this is the organic fertilizer with the greatest effectiveness available.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

THE KIT

Make things easy for customers who grow popular acid loving plants like rhododendrons, azaleas, camellias, and maples, plus many others shown in the “IDEAL FOR” list at the bottom of this package. Additional attributes, clearly displayed, are “People & Pet Safe,” “Organic 100% Natural Hand Crafted Blend,” the list of ingredients, and of course, ProBiotic™.

FERTILIZERS

TOMATO, VEGETABLE & HERB

FERTILIZER

THE PERFECT PACKAGE Looking like a fresh produce stand on a country roadside, this package speaks of healthy abundance, which is just what the prominently displayed brand names like Dr. Earth®, ProBiotic™, and Home Grown® mean to your customer. They will almost taste those rich, red homegrown tomatoes when they see this cornucopia. These brands build the bounty.

THE POWER OF PROBIOTIC™ The oval seal in the center of this package front says it all: “ProBiotic™ Inside; Beneficial Soil Microbes plus mycorrhizae; Nature’s Intelligence, Pure and Simple.” No other garden products company has ProBiotic™ and that’s a great selling point. Before we did it, no company had infused living organisms into fertilizers.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS

THE KIT

Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

In addition to containing ProBiotic™, Home Grown® Tomato, Vegetable & Herb Fertilizer boasts many other strong attributes. It is safe around people and pets, 100% organic, assures hearty root development and a vigorous crop, and more. All of these points are clearly visible on the label, for increased customer confidence.

THE PERFECT PACKAGE

FERTILIZERS

FLOWER GARDEN FERTILIZER Brand identity, combined with colorful artwork, will attract customers to this package, which looks as fresh and inviting as a summer morning. Below the distinctive lettering of “Dr. Earth® ” they see a profusion of pink, white, and orange impatiens. The Annual Bloom® Flower Garden Fertilizer package, showing ProBiotic™ inside, is branded for sales success.

THE POWER OF PROBIOTIC™ Only Dr. Earth® fertilizers contain ProBiotic™, our exclusive biotechnical advancement. Customers want the original, and superior, ProBiotic™ brand, the first to infuse living beneficial soil microbes—including Ecto and Endo mycorrhizae—into organic materials. This results in fertilizers with maximum effectiveness.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS

Available in a 4lb. Carton or Poly Bag

THE KIT

The words,“Annual Bloom® Flower Garden Fertilizer” mean this specialty product will offer your customers an easy way to care for the wide variety of plants listed in the “Ideal For” banner. Like every fine fertilizer in this line, it contains ProBiotic™. The other choice ingredients and attributes, clearly shown, assure customers of great value and quality.

DISPLAY RACK Comes FREE with qualifying order of Dr. Earth products

ENDLESS FLOOR

DISPLAY POSSIBILITIES

FERTILIZERS

ALL PURPOSE FERTILIZER THE PERFECT PACKAGE The bold Dr. Earth® name brands this package as the best ALL PURPOSE FERTILIZER around, proudly designated as Premium Gold®, one of the PREMIUM choices in this fine line. The shopper’s eye goes straight for the all-important words “ProBiotic™ Inside,” and large green leaves contrast with a color so close to orange sorbet you can almost taste it. Irresistible!

THE POWER OF PROBIOTIC™ Great results in the home garden mean repeat sales for you. Nothing matters more than ProBiotic™ when it comes to ensuring plant health and growth, and no company other than Dr. Earth® can offer the genuine thing. Our company invented the process of infusing organic materials with beneficial living organisms. Now you can profit from this brand’s power.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS

THE KIT

Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

So many important attributes shown on one package make this product a sure seller. It is a premium all-purpose fertilizer, so that makes the buying decision easy. Notice how we state that this product is organic, 100% natural, and people and pet safe, all important factors for customer confidence. Having ProBiotic™ included seals the deal.

THE PERFECT PACKAGE

FERTILIZERS

BUD & BLOOM BOOSTER The artwork on this package illustrates, in exotic style, that this is a bud and bloom booster, and what gardener doesn’t want more blooms? The Dr. Earth® brand and vivid hot pink background will magnetize customers to your display. As with all the other products in this line, we proudly draw attention to the words “ProBiotic™ Inside”— another key to increased sales.

THE POWER OF PROBIOTIC™ Only Dr. Earth® fertilizers have ProBiotic™, the biotechnical breakthrough we created by being the first to infuse living beneficial soil microbes into nutrientrich organic materials, resulting in the most effective organic fertilizers available today. Customers want the original, and superior, ProBiotic™ brand.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

THE KIT

The dazzling artwork brings a fantasy garden to mind, but it’s no fantasy with Flower Girl®. With assets like ProBiotic™, and words like “People & Pet Safe, Organic, 100% Natural, Premium, and Hand Crafted Blend” your customers will recognize that this product has everything going for it. And they’ll love the helpful “Ideal For” list of plants.

FERTILIZERS

FRUIT TREE FERTILIZER THE PERFECT PACKAGE Stimulate your customers’ senses with the stunning artwork on this package. Below the iconic Dr. Earth® brand name, and the all-important words “ProBiotic™ Inside,” illustrations of perfect fresh fruits fire the imagination with sweetness, scents and flavor. This package promises, and delivers, the mouthwatering harvest of your customers’ dreams.

THE POWER OF PROBIOTIC™ Gardeners look for the original, and superior, Pro-Biotic™ brand, available only in Dr. Earth® fertilizers. Our company was the first to infuse these living organisms into nutrient-rich organic materials, including Ecto and Endo mycorrhizae. The brand name ProBiotic™ proves it is the most effective organic fertilizer available today.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS

THE KIT

Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

The many tempting attributes of this product stand out on this package— ProBiotic™, People & Pet Safe, Organic, 100% Natural, Premium, and Hand Crafted Blend. It’s a sure seller, especially with the informative and helpful “Ideal For” list of plants. With so much going for it, our Fruit Tree Fertilizer is sure to attract not only sales, but repeat sales.

THE PERFECT PACKAGE

FERTILIZERS

PALM, TROPICAL & HIBISCUS FERTILIZER Temp your customers with the allure of tropical splendor. The artist’s rendition of hibiscus, palms, and other exotic plants will stimulate sales of this specialized fertilizer. The prominent Dr. Earth® brand name means quality, effectiveness, and safety. The words “ProBiotic™ Inside” mean success for your customers and increased sales for you.

THE POWER OF PROBIOTIC™ Nothing matters more than ProBiotic™ when it comes to plant health and growth. And only the Dr. Earth® brand offers the specific invention brought to the marketplace by our company. We were the first to infuse soils and fertilizers with beneficial soil microbes, including Ecto and Endo mycorrhizae. This one is the original and the best available today.

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS Available in a 4lb. Carton or a 4lb., 12lb., 25lb., or 50lb. Poly Bag

THE KIT

This product offers so many reasons to buy, all shown right on the package. First of all, customers see the reassuring brand name Dr. Earth®—an icon in the industry. The many other fine attributes, clearly displayed, build customer confidence. “ProBiotic™ Inside” reassures buyers that this is the one to choose.

FERTILIZERS

SINGLE INGREDIENT FERTILIZERS

BLOOD MEAL

BONE MEAL

FISH MEAL

KELP MEAL

Description:

Kiln-dried blood meal infused with seven strains of ProBiotic™ beneficial soil microbes

Bone Meal Infused with seven strains of ProBiotic™ beneficial soil microbes

Fish meal Infused with seven strains of ProBiotic™ beneficial soil microbes

Cold water Norwegian kelp Infused with seven strains of ProBiotic™ beneficial soil microbes

Uses:

Vegetables Roses and Flowers Trees and Shrubs Container plants Tropical Plants All plants in vegetative growth

Bulbs Flowers Roses Vegetables Trees and Shrubs All blooming plants

Vegetables Flowers Trees and Shrubs Annuals and Perennials

Benefits:

n An excellent source of organic nitrogen

n An excellent source of organic phosphorous and calcium

n Feeds for a long period of time

n Contains Dr. Earth ProBiotic™ soil and seed inoculant

n Benefits all types of plants

n Contains Dr. Earth ProBiotic™ soil and seed inoculant

n A traditional source of primary nutrients

n Promotes health in all planting applications.

n High in trace elements

n Contains minerals, growth regulators, vitamins, hormones, and enzymes.

n Contains Dr. Earth ProBiotic™ soil and seed inoculant n Promotes growth of all types of plants n Can be used as a fertilizer tea to feed plants n Helps to repel deer.

n Provides both long term and short term benefits. n Great for root and fruit development n Contains trace elements.

Benefits: n Contains Dr. Earth ProBiotic™ soil and seed inoculant n Faster results due to the microbes

Uses: Vegetable gardens (especially important for supplying trace minerals to crops that will be consumed) Roses Trees and shrubs. Tropical plants

Benefits: n An excellent source of potash.

n A potent all around ingredient that will benefit all plants.

SINGLE INGREDIENT FERTILIZERS FERTILIZERS

ALFALFA MEAL

BAT GUANO

Description:

Alfalfa Meal infused with seven strains of ProBiotic™ beneficial soil microbes.

Bat Guano Infused with seven strains of ProBiotic™ beneficial soil microbes

Uses:

Roses Vegetable gardens Trees Shrubs Annuals and Perennials Tropical plants

All indoor plants All outdoor plants Plants that love nitrogen Plants in vegetative growth Vegetables Herbs

Benefits:

n Contains Dr. Earth ProBiotic™ soil and seed inoculant

n An excellent source of fast acting nitrogen

n Acts fast because it decomposes fast

n Contains Dr. Earth ProBiotic™ soil and seed inoculant

n Excellent for roses because it contains magnesium which your roses love n Contains a natural fatty acid growth stimulant called triaconatol which helps boost growth of all plant types

n Promotes growth of all types of plants n Can be used as a fertilizer tea for all applications

COTTONSEED MEAL

Description: Cottonseed Meal Infused with seven strains of ProBiotic™ beneficial soil microbes

Uses:

FISH BONE MEAL Description: Pasteurized Fish Bone Meal infused with seven strains of ProBiotic™ beneficial soil microbes

Description:

Uses:

Uses: Bulbs Vegetables Roses and flowers. Trees and shrubs All fruiting and flowering plants

Benefits:

Roses Bulbs Trees and Shrubs Vegetable gardens All fruiting plants All flowering plants

n Contains Dr. Earth ProBiotic™ soil and seed inoculant

Benefits:

n Fast results due to the microbes.

n An excellent source of organic phosphorous and calcium

Acid loving plants. Roses Trees and shrubs.

n All around source of primary nutrients. n Makes soil more acidic.

SOFT ROCK PHOSPHATE

n Contains Dr. Earth ProBiotic™ soil and seed inoculant n Benefits plants in all stages of growth n Especially beneficial for roots, buds, blooms n High in trace elements

Colloidal phosphate infused with seven strains of ProBiotic™ beneficial soil microbes.

Benefits: n Contains Dr. Earth ProBiotic™ soil and seed inoculant n An excellent source of natural phosphorus and calcium n Provides both short & long term benefits. n Great for feeding flowering trees & shrubs n Stimulates root growth.

FERTILIZERS

V RO

O DF

L MU

THE PERFECT PACKAGE Can a bag of fertilizer exude genuine charm? Yes! Meet LIFE® in a package covered with positive words and emotions that offer confidence and ease. Against the attractive green background, and surrounded by sunflowers, Milo Shammas himself smiles warmly at his fellow gardeners. More accents of bright yellow highlight key points, such as “Pelletized® Throw and Go!,” “Natural and Organic,” “All Purpose Fertilizer,” and the important words “ProBiotic™ Inside.” Attributes shine forth from every part of this label.

THE POWER OF PROBIOTIC™ Only Dr. Earth® has ProBiotic™, the most complete, broad spectrum blend of seven champion strains of beneficial soil microbes and eight select strains of Ecto and Endo mycorrhizae. Designed to work synergistically with the raw organic nutrients that make up the LIFE® formula, this spectacular blend builds soil health, promotes resistance to drought and disease, and assists growth, for remarkable plants every time..

THE PROMISE: BIGGER, MORE ABUNDANT PLANTS Our attractive packaging offers LIFE® and health, abundant and vigorous health, not only for your customers’ plants, but for themselves and their families. And it even offers buyers more time to enjoy life, because it is so comprehensive and easy to use. “Pelletized® Throw and Go!” and “All Purpose” mean freedom from drudgery. Look at that long list of uses. “People & Pet Safe” means freedom from worry. “ProBiotic™ Inside” means results!

THE KIT

Available in 4lb. Bag, 12 lb. bag, 25 lb. bag or 40lb. bag

SUPER ACTIVE™ SOIL & SEED INOCULANT

SPECIALTIES

It’s All About The Soil

RETURN LIFE TO YOUR SOIL and inoculate legume seeds for maximum germination and transplant success with SuperActive™ Soil & Seed Inoculant. Simply mix as an inoculant “tea” that will travel deep into the soil structure for maximum root coverage and soil penetration, giving remarkable results.

COMPOST STARTER Environmentally responsible gardeners will be impressed by our Compost Starter. Unlike any other brand of compost starter, it has “ProBiotic™ Inside,” meaning it contains several species of living beneficial microbes. And like all Dr. Earth® products, it contains NO CHICKEN MANURE! Helpful instructions included on the box.

METABOLIC TRANSFORMER® After revolutionizing an entire industry with one innovation after another, we now offer you our VERY BEST, the ultimate combination of all our formulating experience manifested as one rare and precious product: METABOLIC TRANSFORMER®. Here is your opportunity to profit from the most exotic, comprehensive, and potent plant health product the industry has ever seen!

The Promise of Pro-Moisture Hydrate® “Keeping the intelligence alive” A report on a patented scientific advancement in the viability of microbes in packaged soils By Milo Shammas – Founder and Formulator of Dr. Earth® products In 1991, I invented the concept of infusing fertilizers and soils with beneficial soil microbes and mycorrhizae. My Dr. Earth® products with ProBiotic™ revolutionized the lawn and garden industry and changed the expectations of customers. Now other soil producers add these costly microbes to their products, with the best of intentions, believing they are selling “living” soil. In fact, it may be “dead.” THE MYTH - that what works in the lab works in the real world The original Dr. Earth® microbe-infused products, the first ever available, were dry fertilizers in which microbes survived regardless of temperature extremes, a fact proven by ongoing random tests. Beneficial microbes are cultured in a clean laboratory environment–with a stable and moderate temperatures–for use in such products as yogurt, nutritional supplements, animal feed, beer, or packaged soil. Soon, everyone wanted this biology in both dry fertilizers and wet bagged soils. However, no one in the industry realized at the time, that adding them to WET soils created completely different, and fatal, circumstances for these tiny life forms. After packaging and shipment, these products are no longer in a controlled situation. That changes everything. THE REALITY - an explanation of microbiology in relation to environment In typical outdoor retail markets, soil packages face the harsh conditions of extreme heat and cold. In 2004, one of my customers questioned how microbes could survive in the bags in his hot parking lot. I replied that they could because they were in a dormant state. But I grew concerned. I could not, with a clear conscience, sell products claiming to contain live organisms if I wasn’t sure of that claim. I purchased my own soil from a Los Angeles nursery, where it sat in full sun, and had it tested. Two weeks later I received the bad news; all the microbes were dead. I tested other brands with added microbes, stored under the same conditions, and saw the same results. The organisms were dying within 30 to 60 days after packaging. The temperature of bagged soils stored outside on pallets, in direct sun, can reach 175°F, killing beneficial organisms. Exposure to freezing kills them too. Microbes infused into WET soils break dormancy and come to life, full of water, actively multiplying and digesting organic materials. When frozen, these organisms swell, causing their cell walls to crack open. They rupture and DIE. Other soil producers, who make microbe-infused soils, still live with this problem and continue to sell products of questionable value. THE SOLUTION - using “nature’s intelligence,” requires “keeping the intelligence alive” The answer to the problem was ALOE VERA. This desert plant thrives where temperatures reach as high as 140°F during the day and below freezing at night. Aloe vera works like a natural anti-freeze. It draws water from the surrounding environment and reduces evaporespiration. Just as it protects plants, aloe vera keeps microbes moist and alive in temperature extremes and elastic enough to survive the expansion that occurs with freezing. What aloe vera does for your human skin, it also does for living microorganisms. It coats and protects them and remains in contact. And, by lowering the surface tension of water, aloe vera serves to transport synergistic elements through the cell walls to penetrate deeply. This is why I formulated, and patented Dr. Earth ProMoisture Hydrate® with aloe vera.

PRO-MOISTURE HYDRATE® IS FOUND ONLY IN DR. EARTH® SOILS. 46

NATURAL & ORGANIC

PREMIUM SOILS INFUSED WITH

KEEPING THE INTELLIGENCE ALIVE Contains Patented Aloe Vera Infused With Soil The integrity of our company–along with our pioneering research–allows us to make the promise of ProMoisture Hydrate®: LIVING SOIL. We were the first to infuse beneficial microbes and mycorrhizae into fertilizers and packaged soils, offering customers “Nature’s Intelligence©.” Now, with our patented ProMoisture Hydrate® we are the first, and only, soil producer with the ability to ensure that we are “Keeping the intelligence alive©!”

PRO-MOISTURE HYDRATE® is found ONLY in Dr. Earth® soils. Note: The aloe vera plant, a succulent, has fleshy leaves with a tough outer skin, under which is a resinous, extremely bitter tasting yellow substance. Although this “aloe drug extract” has beneficial properties when dried, including being anti-bacterial, it is NOT in ProMoisture Hydrate® because that anti-bacterial property would harm the beneficial microbes and defeat our purpose. We use only the inner fillet.

SOILS

PRICED FOR PROFIT & DESIGNED TO SELL Our colorful, designer bags function like a billboard when displayed on a pallet. Positioned for easy viewing from any side, they delight the eye, inform, and deliver a compelling message of potential beauty, health, and success. Dr. EarthÂŽ premium soils harmonize with our other products, with nature, with every customerâ&#x20AC;&#x2122;s vision of the perfect garden and with your sales goals, while they beautify your nursery and garden center.

THE ART OF BRANDING!

Purpose: To provide a premium potting soil for a wide spectrum of plants in containers

SOILS

PREMIUM SOIL BRAND IDENTITY This premium potting soil is truly the POT OF GOLD® at the end of a rainbow of flowers and vegetables. Whether in clay pots the color of our appealing terra cotta background, hanging baskets, or other containers, it will be worth a fortune to your customers. Dr. Earth® is the brand they trust. “Premium” says it’s the best, and “All Purpose” says it’s practical and versatile.

PRODUCT ATTRIBUTES This label appeals to your customers’ desire for a “hand crafted” designer product specifically formulated for their needs. The prominent word “Organic” and the assurance that it is 100% natural add to their confidence in premium quality Dr. Earth® soils. These great selling points stand out clearly.

ProMoisture HYDRATE® Just as ProBiotic™ revolutionized the lawn and garden industry, so has ProMoisture Hydrate® _ literally the difference between life and death for the microbes infused into soil! Made with aloe vera, it keeps microorganisms moist, protected, and alive, even when exposed to extreme hot and cold temperatures. ONLY Dr. Earth® soils have ProMoisture Hydrate®.

PROBIOTIC™

THE KIT

Your customers already know the word probiotic equates with health, but ONLY Dr. Earth® contains patented ProBiotic™, our exclusive combination of living organisms, including beneficial microbes and mycorrhizae, to create perfect soil. It is the first, the best, and the ONLY brand with ProMoisture Hydrate®.

SOILS

PREMIUM SOIL Purpose: To use as an all-purpose planting mix for vegetables, flowers, trees, shrubs, and more BRAND IDENTITY Just below the trusted Dr. Earth® brand, you see “Mother Land,” another phrase with a solid, comforting feel. “Motherland” means the land of our origins, a place where life began, and is the perfect name for a planting mix that will nurture the lives of any plants your customers choose to grow.

PRODUCT ATTRIBUTES For those gardeners who like to keep things simple, there’s a comfort and sense of practicality in purchasing an all purpose planting mix. The fact that it is clearly labeled “Organic” and “100% Natural” makes them feel even better. Throw in aloe vera and yucca extract, ingredients in ProMoisture Hydrate®, and you have a sure winner every day of the week.

ProMoisture HYDRATE® It does no good to infuse packaged soils with living organisms just to have them end up dead after sitting in a parking lot in hot sun or freezing temperatures. The aloe vera in our patented ProMoisture Hydrate® protects the beneficial microbes and mycorrhizae, resulting in healthy, productive soil, and success for you and your customers.

PROBIOTIC™

THE KIT

When your customers see “ProBiotic™ Inside,” proudly and prominently displayed on our label, their confidence will be complete. The informed and discriminating gardeners who come to YOU, instead of the “big box” stores, will be looking for this exclusive brand name. Even when our competitors claim to have added microbes, only Dr. Earth® can use the word ProBiotic™.

Purpose: To promote large, healthy vegetables in raised beds, containers, or in existing soil, as an amendment.

SOILS

PREMIUM SOIL BRAND IDENTITY The words “Home Grown” feel as warm and positive as “Home Baked.” Customers relate it to FLAVOR, WHOLESOMENESS, and HEALTH, childhood summers, tomatoes fresh from the garden, so delicious Mom just sliced and served them. Mouthwatering illustrations of a backyard bounty make this product irresistible.

PRODUCT ATTRIBUTES Those who care enough about health to grow their own vegetables MUST see immediately that the product they are about to buy is 100% NATURAL AND ORGANIC and those words dominate. Their confidence is reinforced by the featured ingredients, including ProMoisture Hydrate®, earthworm casings, and kelp, fish, and soybean meals, plus the words “People & Pet Safe.”

ProMoisture HYDRATE® There you have it, front and center: ALOE VERA and YUCCA EXTRACT to catch the buyer’s eye. Nature’s pharmacy comes to the aid of all living things, including the microorganisms in our soils. Our patented ProMoisture Hydrate® keeps them moisturized and protected, even in extreme hot or cold conditions found in garden center settings.

PROBIOTIC™

THE KIT

Customers who grow their own organic vegetables know “we are what we eat.” They will appreciate the health of the soil too. Our label’s bright colors draw their eyes to “ProBiotic™ Inside.” They know at a glance that they are buying Nature’s Intelligence®, the beneficial microbes and mycorrhizae that build the perfect soil for plant and ultimately human health.

SOILS

PREMIUM SOIL Purpose: Use combined with native soil at planting time to nurture & establish fruit trees. BRAND IDENTITY An artist’s cornucopia of luscious fruits, peaches, pears, avocados, and more, all heaped against a blue more vivid than a summer sky, illustrate this “Natural Wonder” of health. One of life’s greatest pleasures is biting into a piece of fresh fruit, and your customers will feel assured of tasting their own when they use a hand crafted soil designed specifically for fruit trees, by Dr. Earth®.

PRODUCT ATTRIBUTES Under the bold “Organic” banner, our product features take center stage. Aloe Vera and Yucca Extract, found in ProMoisture Hydrate®, make this a label that gets to the point. ONLY Dr. Earth® has this ingredient that protects the living microbes and mycorrhizae infused into our soils. Additions of earthworm casings and feed grade meals add value. Make your business more fruitful!

ProMoisture HYDRATE® When your customers see “ALOE VERA and YUCCA EXTRACT” they will be sold on ProMoisture Hydrate®, especially when they realize how it keeps the microbes and mycorrhizae alive! News of this unique formula will travel quickly and people will be looking for it in YOUR garden center.

PROBIOTIC™

THE KIT

Nestled among the colorful fruits, and right above the listing of plants NATURAL WONDER® was custom designed for, is the bright golden oval with the words “ProBiotic™ Inside.” At a glance, gardeners know they’re getting LIVING SOIL, full of Nature’s Intelligence®. Better yet, buying the Dr. Earth® brand means they get the crucial bonus of ProMoisture Hydrate® no one else has.

Purpose: To provide the perfect growing medium for all plants requiring acid soil.

SOILS

PREMIUM SOIL BRAND IDENTITY The product name, “Acid Lovers®,” has been strategically placed right below the iconic Dr. Earth® brand name, grabbing the customers’ attention and making it easy for them to choose exactly the right soil for their needs. This is reinforced by the gorgeous illustration of a healthy, blooming azalea, an “acid lover.”

PRODUCT ATTRIBUTES Discriminating gardeners are reassured at a glance, that the product they are about to buy is 100% natural and organic, a hand-crafted customized designer blend, formulated for a specific need. This information reinforces their confidence in the Dr. Earth® line of premium soils.

PROBIOTIC™

THE KIT

Dr. Earth® was the first to infuse soil with living organisms and owns the name ProBiotic™. No imitation can even come close. When your customers see the words “ProBiotic™ Inside” they know immediately that they are buying the original microbe-infused soil, the best, made even more powerful and effective when teamed with the patented ProMoisture Hydrate® which NO competitor has or ever will!

SOILS

COMPOST Purpose: Mulch, seed cover, amendment at planting time, break up clay & improve texture

BRAND IDENTITY Our design team did it again. The rich, warm brown on this label, as a background for golden sunflowers, invites us to sink our hands into some loamy, sun-warmed soil. That perfect “coffee grounds texture” is nurtured by Natural Choice® Compost. Our packaging reminds customers of an American summer and the sensual joys of gardening. Can’t you feel it?

PRODUCT ATTRIBUTES Words like “organic, natural, and hand crafted” remind gardeners that they’re doing the right thing, and feel as good as sunshine. Aloe vera and yucca extract are feel-good words too, and “All Purpose” means a great value for the money, practical, an easy choice _ and an easy sale for you. When it comes to choosing bagged compost, make the Natural Choice®.

ProMoisture HYDRATE® Notice how the key ingredients of ProMoisture Hydrate® are the center of attention under the golden “Organic” banner. Designed with your profits in mind, we feature this revolutionary formula on every bag of soil. Remember that ONLY Dr. Earth® brings you ProMoisture Hydrate®, keeping those essential soil microbes and mycorrhizae moist and alive, for amazing results.

PROBIOTIC™

THE KIT

Perfect, productive soil is a reflection of “Nature’s Intelligence,” the sophisticated system of beneficial organisms _ microbes and mycorrhizae _ that enable the breakdown of organic matter and its utilization by the roots of plants, nourishing them. Help your customers return to nature, and living soil. Like our label shows, NATURAL CHOICE® COMPOST has ProBiotic™ inside.

Purpose: To provide the ideal growing medium for all roses and flowers

SOILS

PREMIUM SOIL BRAND IDENTITY Whether growing roses competitively or planting a bed of petunias along the front walk, your customers want their flowers to be the best, to make them proud, to be the envy of others. The words “Total Advantage®” immediately speak to those emotions. Customers choose Dr. Earth® because they trust the brand, and they’ll choose Total Advantage® to give their flowers an edge.

PRODUCT ATTRIBUTES Discriminating rose and flower gardeners are reassured at a glance, that the product they are about to buy is 100% natural and organic, a hand-crafted customized designer blend, formulated for their specific needs. Aloe vera and yucca extract make it even more attractive and help make the sale for YOU.

ProMoisture HYDRATE®

ProMoisture Hydrate® _ literally the difference between life and death for the microbes infused into soil _ has revolutionized the lawn and garden industry, as did the introduction of ProBiotic™. Made with aloe vera, it keeps microorganisms moist, protected, and alive, even when exposed to extreme hot and cold temperatures, and it is exclusive to Dr. Earth® products.

PROBIOTIC™

THE KIT

Dr. Earth® was the first to infuse soil with living organisms. We own the name “ProBiotic™. No other company can use it. When your customers see the words “ProBiotic™ Inside” they know immediately that they are buying the original microbe-infused soil, the best, made even more powerful and effective when teamed with the patented ProMoisture Hydrate®!

SOILS

STARTER MIX Purpose: To help seeds sprout, increase success of transplants, establish plants quickly

BRAND IDENTITY The color combination on this label is so powerful that the bright gold words “Starter Mix” might as well say “Sell Starter Mix.” The bold Dr. Earth® brand and “Root Zone®” name contrast with a green banner and purple background. There is an invigorating feel to this potting mix package, sure to germinate sales!

PRODUCT ATTRIBUTES We flaunt our soils’ organic, 100% natural, and hand-crafted qualities, for instant recognition by your customers. They already relate to aloe vera and yucca extract —the magic ingredients in ProMoisture Hydrate®— as beneficial to human health. Seaweed extract will intrigue them. The overall attractiveness and appeal, added to good information, equals sales.

ProMoisture HYDRATE® No one but Dr. Earth® can offer your valued customers the ProMoisture Hydrate® “plus.” Their success is your success, so don’t risk their loyalty by selling them bags of soil without this protective, moisturizing ingredient that keeps infused microbes ALIVE even under adverse conditions. ONLY Dr. Earth® has, or ever will have, ProMoisture Hydrate®!

PROBIOTIC™

THE KIT

Optimum soil structure and function are the keys to getting plants rooted and established. The beneficial soil microbes and mycorrhizae in ProBiotic™ are “Nature’s Intelligence.” Help your customers put that intelligence to work in their own gardens, thanks to the Dr. Earth® soils purchased from you. They will enjoy gardening success, the cornerstone of your success!

Purpose: Growing medium for all house plants, patio containers and hanging baskets

SOILS

PREMIUM SOIL BRAND IDENTITY The product name,“House Plant” placed below the trusted Dr. Earth® brand name, instantly tells the customer that this is no all purpose indoor-outdoor potting soil! Instead, it’s customized to give their house plants a special advantage. Artistic renditions of familiar species offer immediate confirmation that “This is the one!”

PRODUCT ATTRIBUTES The label calls attention to the key features you need to make the sale, placing them right below the words “Premium Soil,” the two words that mean there is nothing better. Customers will look twice when they see “ALOE VERA” & “YUCCA EXTRACT.” Then super-desirable ingredients like earthworm casings, soybean meal, and seaweed extract will seal the deal.

ProMoisture HYDRATE® Made with aloe vera and yucca extract, ProMoisture Hydrate® protects and moisturizes the microorganisms provided by the ProBiotic™ in this premium potting mix, creating ideal growing conditions. Only Dr. Earth® can offer ProMoisture Hydrate® for house plants, or ANY plants.

PROBIOTIC™

THE KIT

When your customers see the words “ProBiotic™ Inside” they know immediately that they are buying the original microbe-infused soil, now available specifically for house plants. It is made even more powerful and effective when teamed with the patented ProMoisture Hydrate® in this unbeatable product!

SOILS

E RIC

P R E

POTTING SOIL Purpose: To meet the exacting requirements of organic growers of medicinal plants BRAND IDENTITY Those growing plants for medicinal purposes are particularly concerned about buying organic, 100% natural soil made by the most trusted name in organic gardening: Dr. Earth®. It’s all there at the center of the label for them to read at a glance, along with the words they are looking for: BAT GUANO

PRODUCT ATTRIBUTES This specialized potting soil has so much going for it by being organic, 100% natural, and containing ProMoisture Hydrate® to protect living beneficial organisms. But the growers with specific requirements are looking for one main ingredient: BAT GUANO. You can give them everything they want in one package with Home Grown®.

PROBIOTIC™

THE KIT

Dr. Earth® was the first to infuse soil with living organisms, owns the name “ProBiotic™, and no imitation can even come close. When your customers see the words “ProBiotic™ Inside” they know immediately that they are buying the original microbe-infused soil, the best, made even more powerful and effective when teamed with the patented ProMoisture Hydrate® which no competitor has or ever will.

SOILS

RIC

Easy, Repeat Profits Are “In The Bag” With BagTainer ®! With great pleasure, we’d like to introduce another moneymaking innovation from Dr. Earth®: our exclusive and patented BagTainer . The name is becoming a buzzword among your production gardening customers, now that this new technology has spread. Sit back and watch your profits grow. Here’s why they will. ®

DOLLARS AND “SENSE” The production growers, who will make your sales of this product smoke, know exactly what they want, and you’ll be offering all that, and more. Look at these pluses: MULTIPLE SALES – They won’t buy one or two. They’ll buy dozens, or more, every 12 – 20 weeks, year ‘round. We’ve made sure your profits “Grow in the Bag!®”. And that bag will need to be replaced, again, and again, and again, creating residual income. ELIMINATE GUESSWORK AND INCREASE PRODUCTIVITY – Here you have “Home Grown®”—the soil customized for popular production crops—already in the perfect container. And there’s no tear sheet to hand out this time. Complete growing instructions come right on the bag! Basically, they just cut the top off, punch holes in the bottom, and get growing! TARGET AUDIENCE – Those most likely to buy BagTainer will know this product is for them when they see that it … ®

n is sized at 13 quarts n has a highly reflective finish, to keep the roots from getting too hot n includes desirable ingredients such as BAT GUANO and WORM CASTINGS

“INNOVATIVE BRANDING” PRODUCES PROFITS Look at all the registered brand names and trademarks on one package: Dr. Earth®, Home Grown®, ProMoisture Hydrate®, ProBiotic™, BagTainer , and Grow in the Bag!®. These brand names sell! ®

keeping the intelligence alive 59

DESIGNED TO KILL! NATURAL & ORGANIC

professional killer sprays EFFECTIVE RESULTS – Solve your customers’ pest, weed, and disease problems, instead of just diminishing them. These products are serious science that is easy to use. REWARDS – End the frustration and bring back the joy of gardening, so your customers don’t give up. RESPONSIBILITY – Dr. Earth® will never compromise on safety. Through carefully formulated combinations of essential oils, garlic extract, and organic acids, our organic products let NATURE do the KILLING, but your customer gets to pull the trigger. Our science sells!

BOTTLE DESIGN

KILLER SPRAYS

SLEEK NEW

WE'RE ROLLING OUT A NEW ERGONOMIC BOTTLE DESIGN FOR 2014. THAT'S SURE TO TURN HEADS! Watch for the excitement, as we transition from classic white bottles into a new, more colorful and eye-catching look. As the months go by, these very serious, hardworking scientific formulas will all appear in new containers that feature a bold, but friendlier, organic feel, and that includes the feel of comfortable hand grips. The revised label shows illustrations of relevant insect pests and weeds, to make choosing the right product that much easier. These colorful containers also complete your kit branding approach to sales.

GUARANTEED TO KNOCK 'EM DEAD 61

KILLER SPRAYS

L A N O I S S E PROF KILLER

NATURAL & ORGANIC

YARD & GARDEN

INSECT KILLER THE KILLER BULLET The absolute confidence the Dr. Earth® Company has in its products comes through here like a force for fatality. “PROFESSIONAL KILLER” leaves no doubt in customers’ minds. Here’s the hit man. The lightning bolt exclamation point means this product with strike those insects dead. No more messing around.

BRAND IDENTITY This label reminds customers, first and foremost, that this a Dr. Earth® product, made by the most trusted name in gardening. Although safe for humans and pets, it is highly effective. The words “FINAL STOP” assure them that this is the end of the road for pests.

PRODUCT ATTRIBUTES Your customer loves the words “natural” and “organic” and will be assured by them that, although this is a heavy duty product, it is not made from dangerous chemicals. The words “INSECT KILLER” will catch their eye. They have a problem to solve and our clear wording makes the choice of solutions quick and easy.

Available in 3 convenient containers Hose End Spray Bottle 24oz. Liquid Concentrate Ready-to-Spray Bottle

VEGETABLE GARDEN

INSECT KILLER

THE KILLER BULLET This bullet hits the heart of the matter; your customers have worked hard to raise healthy produce to feed their families and now it’s threatened by insects. “You deserve your harvest,” it declares. At last, someone not only understands their frustration but knows how to solve the problem causing it. This boldly assertive label design means safe but oh-so-serious help is on the way.

YOU DESERVE YOUR HARVEST

KILLER SPRAYS

NATURAL & ORGANIC

PRODUCT ATTRIBUTES Against a fresh green background color, the words “NATURAL AND ORGANIC” speak to the kind of people who grow their own food. “VEGETABLE GARDEN” makes it specific. But that’s where the “feel good” part ends. They have insects to KILL. The bold yellow words “INSECT KILLER” offer confidence and decisiveness. “KILLS AND CONTROLS” lists their worst enemies.

BRAND IDENTITY

THE KIT

Vegetable gardens and the name Dr. Earth® both symbolize plant and human health, and the assurance that this spray is “People & Pet Safe” goes along with that. But when insects attack your customers’ vegetable gardens, they need results. Their harvest is at stake, and there’s no time to waste. “FINAL STOP®” says it all: the end of the ride for those ravenous insects.

WEED & GRASS HERBICIDE

CERTAIN DEATH

FINAL STOP

KILLER SPRAYS

NATURAL & ORGANIC

THE KILLER BULLET For those who buy inferior products, gardening, like life, can be uncertain. But there is no uncertainty with Dr. Earth® Herbicide. Only this brand can make such a bold claim right on the label: CERTAIN DEATH. The words thrust forward in a jagged font. A lightning bolt strikes in exclamation. NO MERCY. Is there any part of “CERTAIN DEATH” they won’t understand?

BRAND IDENTITY Dr. Earth® means a trusted and effective product that is people and pet safe. But it couldn’t be more dangerous, to weeds. The orange label warns of danger. Your customers hate weeds. They want to KILL them quickly and easily.

PRODUCT ATTRIBUTES Our label design answers all your customers’ questions as they reach for this product. They know this is the answer to annoying weeds and grasses. The bold word “HERBICIDE” in caution yellow makes the message clear that this product will do the job. Under “Kills and Controls” is a list of targeted plants.

REMARKABLE RESULTS: Final Stop® Weed & Grass Herbicide Killer Spray is a natural killer that produces remarkable results, because all the ingredients are formulated to perform different tasks and functions synergistically, in a controlled fashion. Our unique combination of natural ingredients works to kill immediately. Ultra-premium scientific formula provides optimum levels of killing power with noticeable results you can see fast. THE CHEMISTRY: Active ingredients are assisted by 11 Inert Ingredients that work together to ensure a professional job every time. The combination of 18 ingredients is our assurance that your targeted weeds will be eliminated as quickly as possible with fast acting killing power.

ROSE & FLOWER INSECT KILLER THE KILLER BULLET “Kill for a Beautiful Garden,” the words state emphatically. Gardeners who love their roses and flowers will do anything to protect them from damage caused by sucking and chewing insects. They want a beautiful garden, without the constant problem of insects.

KILL FOR A BEAUTIFUL GARDEN

KILLER SPRAYS

NATURAL & ORGANIC

PRODUCT ATTRIBUTES This label makes it easy for customers to find the information most important in their buying decision. They want to know the product is specifically for roses and flowers and which specific insects it kills. Being natural and organic, it doesn’t contain dangerous chemicals.

BRAND IDENTITY

THE KIT

Customers love the trusted Dr. Earth® brand name and the words “People & Pet Safe” make them feel good. But this is no Valentine in a bottle. This is a seriously potent product, even though it comes in a pretty package. “FINAL STOP” means the end of unsightly damage to the roses and flowers your customers love. Perfect bouquets are on the way with this surefire insect killer.

FINAL STOP

FRUIT TREE INSECT KILLER THE KILLER BULLET Your customers wait months for the harvest from their fruit trees, and we play on their worst fear—losing that harvest. A bold font makes the point with a lightning bolt as an exclamation mark. With one glance, they can tell that this product is dead serious when it comes to killing those hated fruit tree pests.

BRAND IDENTITY Your customers choose the Dr. Earth® brand knowing it’s always people and pet safe. But when pests attack their fruit trees, they need to feel confident of real results. NOW. The words FINAL STOP® mean an END to the damage!

PRODUCT ATTRIBUTES The three things that matter most to your customer stand out on this label. They want to see “Natural and Organic.” The words “Fruit Tree” tell them this spray is the right choice for the job, and the oh-so-satisfying phrase “Kills and Controls” precedes a specific “hit list” of pests. Color coordinated with the matching specialized soil and fertilizer, it helps sell the entire kit.

THE KIT

DON’T LOOSE YOUR HARVEST ®

KILLER SPRAYS

NATURAL & ORGANIC

DISEASE CONTROL

FUNGICIDE

THE KILLER BULLET Your customers have nurtured their plants along all season and fear losing them to disease. The words “RAPID DOMINANCE” promise victory over the threat of devastation. A lightning bolt exclamation mark sends the message that this product will strike down plant diseases.

RAPID E C N A N I M DO

KILLER SPRAYS

NATURAL & ORGANIC

PRODUCT ATTRIBUTES This label blazes with what customers want to see — “Natural and Organic,” the word “Fungicide” in bright yellow under “Disease Control,” and a list of plants under the “Ideal For” banner. Once diseases have taken aim, customers don’t have any time to waste. We make it clear at a glance that this is the killing counterattack they need to buy from you now.

BRAND IDENTITY The Dr. Earth® brand signifies a product that is always people & pet safe. But there’s more at stake: the lives of plants. When diseases attack, it’s a case of “kill or be killed.” The words FINAL STOP® promise, and deliver, DEATH to the dangerous organisms this killer spray intercepts and destroys.

Available in 3 convenient containers Hose End Spray Bottle 24oz. Liquid Concentrate Ready-to-Spray Bottle

SNAIL & SLUG KILLER SPRAY

KILLING POWER

FINAL STOP

KILLER SPRAYS

NATURAL & ORGANIC

THE KILLER BULLET Customers sometimes wonder if “safe” means “less effective” but not with Dr. Earth® products! The bullet shows that this spray—while perfectly safe to humans and animals— means business, with the words “KILLING POWER!” This label inspires the customer confidence that will make the sale.

BRAND IDENTITY On this label, the words “Dr. Earth®”—instantly associated with plant and human health—stand out in purple lettering. But your customers are looking for a product to KILL snails and slugs attacking their garden. When they see the bold words “FINAL STOP,” they will know this means the END of snail and slug damage, using a product that is “People & Pet Safe.”

PRODUCT ATTRIBUTES Your customers battling snails and slugs look for a “Natural and Organic” product because these pests often attack food crops. The bright yellow words “KILLER SPRAY” on a label colored brown, like soil, suggests attacking from the ground up. Under the words “KILLS AND CONTROLS” are two great selling points! It destroys eggs and can be sprayed on walkways too

BOTANICAL CHEMISTRY Essential oils and garlic extract do the killing naturally! 100% Organic and Natural Handcrafted Blend is safe to use on edible crops up to the day of harvest. Our unique combination of natural ingredients works to kill immediately, yet controls snails and slugs for weeks with continued protection.

SYNERGY The active and inert ingredients combined deliver a deadly blow to a broad spectrum of nasty bugs and insects. Snails and slugs don’t stand a chance with this formula!

PEST CONTROL KILLER SPRAY THE KILLER BULLET When pests attack gardens, your customers don’t want to show mercy; they want deadly results. This bold statement shows that we mean business with this killer spray.

SHOW NO MERCY

KILLER SPRAYS

NATURAL & ORGANIC

BRAND IDENTITY The Dr. Earth® name always assures quality, safety, and effectiveness and never more so than on this serious looking label. The words “FINAL STOP” say it all, meaning it’s all over for dangerous, dirty, and annoying insects that homeowners hate.

PRODUCT ATTRIBUTES Although made of natural and organic ingredients, this spray absolutely kills, providing excellent pest control as clearly stated on the label. Even the names of specific pests are listed, for added assurance that this is the right product to use.

IDEAL USE Killing and controlling insects under sinks, walkways, driveways, basements, between plants on soil, foundations every part of your home, yard, and garden. (BUT DO NOT SPRAY DIRECTLY ON PLANTS!)

CONTROLS Ants, cockroaches, spiders, fleas, wasps, stink bugs, moths, silverfish, mosquitos, centipedes, earwigs, gnats, chiggers, ticks, pillbugs, crickets and other nasty creepy-crawly insects.

"Innovation distinguishes between a leader and a follower." - Steve Jobs

CHANGE

INNOVATION

ONCE AGAIN - ADVANCIN

"You must be the change you wish to see in the world." - Mahatma Gandhi

THE FUTURE OF ORGANIC H 70

NG ORGANIC INNOVATION ENVIRONMENT

“What is the use of a house if we don’t have a decent planet to put it on? - Henry David Thoreau

HEALTH

"Our soil is the fundamental basis of human health." - Milo Shammas

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™

Advancing Innovation Dr. Earth® is considered by many to be the most innovative organic gardening company in the nation. After 22 years in business, we know what our customers demand, and we strive for absolute perfection with every innovation we introduce. Milo and our team leaders spend thousands of hours every year conducting research in technical buyer feedback and emotional response studies. We compile and analyze anonymous buyer responses that detail purchases and usage experience and then provide these constructive findings to retail nurseries who strive to delight their consumers and improve their product selection. This is the difference between a good company and a great company. Stick with the brand that started it all, the original organic gardening company that changed the face of organic gardening long ago, for all the right reasons. Growing a garden nurtured by Dr. Earth® is life changing. Don’t take our word for it; please ask your customers. Thank you sincerely for your support.

Breeding the Brand ProBiotic Inside Beneficial soil microbes plus Mycorrhizae

NATURAL & ORGANIC

NATURE’S INTELLIGENCE

FEEDING THE INTELLIGENCE

professional killer sprays

VITAMINS, MINERALS & GROWTH BOOSTERS

P.O. BOX 460, Winters, CA 95694 • 707-448-4676 • www.drearth.com

KEEPING THE INTELLIGENCE ALIVE