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New Era: Significant Partnership Promises to Benefit the UK Aquariums Market

SIGNIFICANT PARTNERSHIP PROMISES TO BENEFIT
THE UK AQUARIUMS MARKET

The UK aquariums market will soon start to benefit from the notable partnership just agreed between two of the world’s recognised experts in their field.

In a new joint sales venture, New Era, UK’s leading edge fish food specialist, joins forces with Red Sea with its market leading reef products, including the unique reef care programme.

Both companies are specialist and remarkably innovative manufacturers in the ornamental fish market renowned for top quality products and services and have established an outstanding reputation in the UK and internationally.

Both New Era and Red Sea have impressive plans for their product ranges and services, the companies emphasising that their sales, distribution and customer support will be unchanged, to ensure a smooth transition for all. The sales team has already been expanded and will be headed up by the New Era sales manager, Tom Noble.

Mr Noble commented: “This is a positive and constructive move by New Era and we look forward to working in harness with Red Sea. By the same token, all our customers can look forward with confidence to enjoying a totally committed and focused service which brings together ground-breaking product ranges and proven expertise.”

The new sales venture will start on October 1st and New Era and Red Sea will be exhibiting together at Aqua 2011 in Telford from October 5th-6th where many exciting new products from both companies will be showcased.

For further press information please contact Margaret Laver on 07723 010752 or at margaret@proactivepr.org.uk

Posted September 30th, 2011.

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API Introduces Superior Nutrition Line of Fish Food

FOR IMMEDIATE RELEASE CONTACT: Amy Vesey
(215) 996-4036
avesey@aquariumpharm.com

API® introduces Superior Nutrition line of fish food, Good for the Fish, Good for the Planet

Chalfont, PA, August 2011 — Mars Fishcare, North America is excited to announce API® has launched
an innovative and unique fish food line. Superior Nutrition by API® is Good for the Fish, Good for the
Planet. With premium ingredients for healthy, colorful fish and enhanced water quality, API brings
once again, innovation to the fish food category with a fish-meal free formula. Many fish foods
contain fish-meal today. Fish-meal use in fish food contributes to the depletion of fish from the ocean.
API only uses protein from sustainable sources, including polychaete worms, mussels and pea
protein. Fish-meal free is good for the fish and good for the planet.

“This really is an exciting time for fish keepers, for the industry in general and the API brand.
Through this innovation and by doing the right thing, we take one more step towards the
commitment we made to our planet and its people. By delivering high quality nutrition to the fish our
new range contributes to reducing fish waste, supporting optimal fish health and optimizing water
quality. These essential benefits combined with their sustainable nature make our products good for
the fish in the aquarium as well as for the fish in our oceans.” said Benjamin Lachaud, Global Brand
Manager, Mars Fishcare North America.

About Mars Fishcare, North America, Inc.
Mars Fishcare, North America Inc. a member of the Mars group of companies, has been a leader in the
pet industry for more than 40 years, manufacturing hundreds of quality products for aquariums and
ponds under the brand names of API®, RENA®, PondCare® and Aquarian®. Information regarding
all Mars Fishcare brands can be found at www.marsfishcare.com.

Posted September 20th, 2011.

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Aquatic Life Launches Redesigned Website with Enhanced Features, Customer Resources

Aquatic Life Launches Redesigned Website with Enhanced Features, Customer Resources

COMMERCE, CA (September 20, 2011) – In an effort to provide a better resource for customers and retailers, Aquatic Life, LLC announces the launch of its redesigned website, www.aquaticlife.com. Among the enhancements are a Fixture Selection Guide, Online Calculators, Lifetime Fixture Guarantee and Special Offers, which are updated monthly.

“Aquatic Life’s new online tools and updated website feature easy-to-use interfaces to help improve the user experience,” said Michael Elliott, Aquatic Life co-owner. “Our goal is to provide customers simple and easy ways to access our company and product information.”

The redesigned site features a plethora of product resources, including online videos and downloadable spec sheets and manuals. Additionally, the Fixture Selection Guide helps users determine which fixtures are best for their needs and provides specific product recommendations based on their aquarium’s dimensions and inhabitants.

Aquatic Life’s online calculators offer an educated approach to aquarium management. The Aquarium Volume Calculator allows customers to estimate the weight of the aquarium, to make tank management easier. The redesigned site also features two electrical consumption calculators – an Electrical Estimator for Fixtures without Timers and an Electrical Estimator for Light Fixtures with Digital Timers, which allow customers to estimate daily and monthly operating costs for their specific Aquatic Life fixture.

Additionally, to further demonstrate its commitment to customer satisfaction, Aquatic Life is proud to offer its Lifetime Fixture Guarantee, which is the first of its kind in the aquatic industry. Under the Lifetime Repair Policy, all labor will be performed free-of-charge for most light fixtures manufactured by Aquatic Life for consumer use. The Lifetime Policy is in addition to the standard 12-month limited warranty and applies to most light fixtures that are not considered beyond repair (where the cost of replacement parts exceeds the cost of replacing the fixture).

Additional new website features include:

• Enhanced Reseller Support section, including information for retailers interested in becoming a dealer or adding a store to the online Retailer Directory.

• New Sales Support feature, offering a list of marketing materials that are available upon request to help educate customers about the company’s products.

• Updated Company Information section, featuring Job Postings, Press Releases and company history.

• Added social networking features, enabling users to engage with Aquatic Life via Facebook, Twitter, YouTube, Myspace, and company blog.

• An RSS feed providing easy access to the most up-to-date news in the aquatic industry.

To check out the redesigned website and learn more about the company and its premium product offerings, please visit www.aquaticlife.com.

ABOUT AQUATIC LIFE
Founded in 2008 by co-owners Michael Elliott and David Troop, Aquatic Life products are produced by Aquatic Life LLC, a company that creates, markets and manufactures premium branded aquarium equipment. Aquatic Life’s products and information are designed to bring the experience of freshwater and saltwater marine life into the aquarium. Aquatic Life products are available through distributors across North America. For more information, please visit the website at www.aquaticlife.com or call, (818) 768-6943.

Posted September 20th, 2011.

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New Era Appoints International Marketing Co-Ordinator and Sales Administrator

BUSINESS IS GOING SWIMMINGLY FOR THE REGION’S FISH FEED EXPERT

A substantial expansion of its product range, prestigious contracts extended and increased in number, and new export markets entered have meant extra positions created at New Era, the world leading, Doncaster-based fish nutrition specialist in pioneering fish foods for the home aquarist and commercial aquarium.

New Era has appointed Andy Mallory as the company’s first international marketing co-ordinator and Joann Kelly as sales administrator.

Having run his own marketing agency, and been responsible for several local companies’ marketing operation, 34-year-old Balby-born Andy is now applying his proven experience to handling all aspects of New Era’s marketing activity. This includes high profile aquatic exhibitions and conferences in the UK and overseas, POS display, corporate literature, packaging and website design, advertising and working with the company’s PR consultant.

Thirty-seven-year-old Joann, who was also born locally and latterly a self-employed office administrator after many years in similar roles, now deals with product orders from first received through to the delivery of the right products, in the right quantity and on time. With the company’s expansion into other parts of the world many overseas deliveries are shipped daily generating excessive paperwork which is also Joann’s responsibility.

Andy said: “Both Joann and I are thoroughly enjoying the exciting challenges and immense satisfaction of being part of an enthusiastic, capable team which makes New Era such a progressive and ground-breaking company.”

Continually seeking diverse and sustainable ingredient sources, New Era increased its fish food range by 60 per cent earlier this year, taking the company into the coldwater market for the first time; installed more in-house equipment to produce the new products and a R & D capability alongside which is currently working on even more innovative fish food products due to be launched in the next few months.

New Era now supplies more than 60 public aquaria in the UK, Europe, Australia, North America and New Zealand and signed 15 new contracts across Europe, Australia and the UAE. In addition, 25 more distributors have been appointed throughout Europe, the UAE, North America, the Far East, South East Asia and South Africa

For further press information please contact either Andy Mallory on 01405 815 605, Margaret Laver on 0114 2361286 or at margaret@proactivepr.org.uk

Posted August 3rd, 2011.

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Aquatic Life Earns Pet Products News International 2011 Retailer’s Top Pick Award

COMMERCE, CA (August 3, 2011) – Retailers agree that Aquatic Life products help bring the ocean to you, wherever you are. In fact, they recently voted the provider of premium aquarium products as the Pet Products News International 2011 Retailer’s Top Pick Award. In the August 2011 issue, Pet Product News International announces that the R7S HID/T5HO Light Fixture received first place in the Aquatic Products category.

“It’s our goal to offer products that are easy to use and help aquariums bring the ocean to enthusiasts – no matter where they may be. And, the R7S HID/ T5HO light fixture does just that,” says Michael Elliott, Aquatic Life co-owner. “We’re proud and excited to be a PPN Retailer’s top pick.”
Aquatic Life’s R7S HID/T5HO light fixture is designed with hobbyists and their passion in mind. Set-up is easy with a three meter single power cord and adjustable width Aquarium Frame Mounts, while aluminum housings are used to dispel heat away from the fixture. An innovator of superior aquarium products, Aquatic Life’s award-winning light fixture has electronic ballasts for cooler operation. HID Lamps, T5 HO Lamps and Lunar LED’s are independently timer-controlled, while the LED housings allow for 40 degree, all direction pivots, permitting enthusiasts to showcase specific areas of the aquarium.
For more information on the company and its premium product offerings, please visit www.AquaticLife.com.
ABOUT AQUATIC LIFE

Founded in 2008 by co-owners Michael Elliott and David Troop, Aquatic Life products are produced by Aquatic Life LLC, a company that creates, markets and manufactures premium branded aquarium equipment. Aquatic Life’s products and information are designed to bring the experience of freshwater and saltwater marine life into the aquarium. Aquatic Life products are available through distributors across North America. For more information, please visit the website at www.aquaticlife.com or call, (818) 768-6943.

Posted August 3rd, 2011.

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Aquatic Life Grows List of Premium Aquatic Products

COMMERCE, CA (July 14, 2011) – Aquatic Life, LLC proudly announces the addition of the 200 gallons per day, computer-managed reverse osmosis and deionization system as well as the Expert Builder Press Fit ¼’’ Tubing Parts to its list of high-quality aquarium products.

“Both of these products bring to life our mission of helping retailers bring the ocean to hobbyists – wherever they may be,” says Michael Elliott, Aquatic Life co-owner. “Both these products give aquarium retailers the ability to offer customization options to hobbyists with multiple tank set-ups. Our goal in bringing these aquarium accessories to market is to give hobbyists the ability to produce larger quantities of clean water and then distribute it to multiple tanks with ease.”

With ease-of-use and years of life in mind, the 200 gallon per day Power RO/DI System is designed to remove harmful substances from tap water with a low 1:1.5 rejection rate.
The system’s computer manages solenoids to automatically back flush the membrane and permits the user to view current operation status updates. Computer-management also ensures a more efficient operation and guarantees less waste and more filtered water. Water flow is easily monitored with the help of the system’s color-coded tubing and connections, which are secured with Press Tight fittings. The top-loading canister design permits the user to check and maintain cartridges as they are needed.

The Expert Builder Press Fit ¼’’ Tubing Parts Kit, which works with all ¼’’ tubing set-ups, makes the transport of reverse osmosis water from tank-to-tank easy. With a variety of tubing options, the kit allows hobbyists, as well as retailers, the ability to install additional lines and route water to large, or multiple aquariums. The kit includes Check Valves, Elbows, Tee Fittings, Hose Bibs, Valves and Bulkheads.

For more information on the company and its premium product offerings, please visit www.AquaticLife.com. For information on ordering the 200 GPD computer-managed reverse osmosis and deionization system, or the Expert Builder Press Fit ¼’’ Tubing Parts Kit, call
1-888-548-3480 or e-mail dealersupport@aquaticlife.com.

ABOUT AQUATIC LIFE

Founded in 2008 by co-owners Michael Elliott and David Troop, Aquatic Life products are produced by Aquatic Life LLC, a company that creates, markets and manufactures premium branded aquarium equipment. Aquatic Life’s products and information are designed to bring the experience of freshwater and saltwater marine life into the aquarium. Aquatic Life products are available through distributors across North America. For more information, please visit the website at www.aquaticlife.com or call, (818) 768-6943.

Posted July 22nd, 2011.

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Animal Planet’s “Tanked” to Debut August 19

A new reality cable television show that focuses on a family run aquarium building business is set to debut August 19 at 9 PM (ET/PT) on Animal Planet. Called Tanked, the six part series follows Las Vegas-based Acrylic Tank Manufacturing as it bids on and builds out custom acrylic aquarium installations ranging from 50- to 50,000 gallons for a variety of businesses, private homeowners and celebrities.

The show follows Wayde King and Brett Raymer, brothers in law and business partners as they traverse the country bidding and building out what are some very outlandish aquarium designs, including an aquarium in a car that was cut in half, a jukebox, telephone booth, and even in a beer keg in a so called “man cave.” The company has built and installed aquariums all over the country, including New York City, Dallas, Florida, California, and the custom aquarium capital of the country, Las Vegas.

Rounding out the show is Wayde’s wife and Brett’s sister Heather, who serves as the company accountant, office manager and Wayde’s dad Irwin, Agnes Wilczynski, the company’s estimator,  and Robert “Robbie Redneck” Christlieb, the resident marine technician and plumber. A preview of the show can be found here.

Posted July 21st, 2011.

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Mars Fishcare Associates Volunteer at Aark Wildlife Rehabilitation and Education Center

Chalfont, PA — Mars Fishcare associates volunteer at Aark Wildlife Rehabilitation and Education
Center

Associates of Mars Fishcare, located in Chalfont, PA volunteered their time to assist the Aark
Wildlife Rehabilitation and Education Center providing maintenance and other related duties to
help prepare the site for Aark’s Annual Open House. Aark, also located in Chalfont, provides
temporary sanctuary for thousands of injured and orphaned birds and mammals while counting on
aid donations from surrounding communities to maintain their work. The mission of Aark is
rehabilitation, education, and training; each with the common goal of fostering, caring for and
understanding wildlife. Aark takes aim to return these animals to their natural environments as
quickly as possible. Over a 6 day period 23 associates from Mars Fishcare volunteered at Aark to
prepare the center for its Annual Open House which was May 14-15, 2011. Aark is located at
1531 Upper Stump Road, Chalfont, PA 18914. Visit www.aark.org for more information. Mars
Fishcare is dedicated to making a difference to our planet and its people. Volunteering in the
community is one of the many ways we can accomplish our commitments to our people and
planet.

Mars Fishcare, North America Inc. a member of the Mars group of companies, has been a leader
in the pet industry for more than 50 years, manufacturing hundreds of quality products for
aquariums and ponds under the brand names of API®, RENA®, PondCare® and Aquarian®.
Information regarding all Mars Fishcare brands can be found at www.marsfishcare.com.

Posted July 20th, 2011.

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Aquatic Life Grows List of Premium Aquatic Products 200 GPD Reverse Osmosis/Deionization System and Expert Builder Tubing Kits Now Available

COMMERCE, CA (July 14, 2011) – Aquatic Life, LLC proudly announces the addition of the 200 gallons per day, computer-managed reverse osmosis and deionization system as well as the Expert Builder Press Fit ¼’’ Tubing Parts to its list of high-quality aquarium products.

“Both of these products bring to life our mission of helping retailers bring the ocean to hobbyists – wherever they may be,” says Michael Elliott, Aquatic Life co-owner. “Both these products give aquarium retailers the ability to offer customization options to hobbyists with multiple tank set-ups. Our goal in bringing these aquarium accessories to market is to give hobbyists the ability to produce larger quantities of clean water and then distribute it to multiple tanks with ease.”

With ease-of-use and years of life in mind, the 200 gallon per day Power RO/DI System is designed to remove harmful substances from tap water with a low 1:1.5 rejection rate.
The system’s computer manages solenoids to automatically back flush the membrane and permits the user to view current operation status updates. Computer-management also ensures a more efficient operation and guarantees less waste and more filtered water. Water flow is easily monitored with the help of the system’s color-coded tubing and connections, which are secured with Press Tight fittings. The top-loading canister design permits the user to check and maintain cartridges as they are needed.

The Expert Builder Press Fit ¼’’ Tubing Parts Kit, which works with all ¼’’ tubing set-ups, makes the transport of reverse osmosis water from tank-to-tank easy. With a variety of tubing options, the kit allows hobbyists, as well as retailers, the ability to install additional lines and route water to large, or multiple aquariums. The kit includes Check Valves, Elbows, Tee Fittings, Hose Bibs, Valves and Bulkheads.

For more information on the company and its premium product offerings, please visit www.AquaticLife.com. For information on ordering the 200 GPD computer-managed reverse osmosis and deionization system, or the Expert Builder Press Fit ¼’’ Tubing Parts Kit, call
1-888-548-3480 or e-mail dealersupport@aquaticlife.com.

ABOUT AQUATIC LIFE

Founded in 2008 by co-owners Michael Elliott and David Troop, Aquatic Life products are produced by Aquatic Life LLC, a company that creates, markets and manufactures premium branded aquarium equipment. Aquatic Life’s products and information are designed to bring the experience of freshwater and saltwater marine life into the aquarium. Aquatic Life products are available through distributors across North America. For more information, please visit the website at www.aquaticlife.com or call, (818) 768-6943.

Posted July 14th, 2011.

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Mars Fishcare North America, Inc. Positions for Accelerated Growth with the Appointment of National Sales Director Jeffrey Tyo

Chalfont, PA, May 1, 2011 — Mars Fishcare, North America is pleased and excited to announce the
addition of Jeffrey Tyo, as the newly appointed Mars Fishcare National Sales Director. He brings with
him 10 years of experience from a variety of roles within Mars ranging from Mars Veterinary, Mars
Pet care as well as key industry experience from Central Garden and Pet.

Mr. Tyo will be overseeing the national sales organization and national accounts. He will also help to
drive forward key business initiatives as a member of the Mars Fishcare Leadership Team.
Announcing the appointment is Tim Blurton, Global General Manager for Mars Fishcare. “Jeff is a
great addition to Mars Fishcare. His experience and the leadership demonstrated in his previous
roles is impressive. His talents will be extremely valuable in moving our business forward into new
growth.”

About Mars Fishcare, North America, Inc.
Mars Fishcare, North America Inc. a member of the Mars group of companies, has been a leader in the
pet industry for more than 40 years, manufacturing hundreds of quality products for aquariums and
ponds under the brand names of API®, RENA®, PondCare® and Aquarian®. Information regarding
all Mars Fishcare brands can be found at www.marsfishcare.com.

Posted July 14th, 2011.

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