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Kitty’s Crumble Coconut Husk Cat Litter Launches with Smallest Carbon ‘Pawprint’ Ever
All Natural and Pet Safe with Unbelievable Absorbency and Odor Control and the Only Litter Made of a Renewable and Sustainable Resource.
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MISSION VIEJO, Calif. – March 1, 2010 – Kitty’s Crumble™, the exclusive all-natural cat litter made of coconut husk, has debuted as the leading eco-friendly pet product in the US and Canada. Environmentally conscious cat owners will appreciate that Kitty’s Crumble is 100% organic, recyclable, biodegradable, and made of a renewable and sustainable resource with the smallest carbon “pawprint” among cat litters. Kitty’s Crumble has unbelievable absorbency and odor control and is pet safe containing no chemicals, silica dust, fragrances or anything harmful.
Cat-Friendly, Earth-Friendly
Kitty’s Crumble is uniquely processed from coconut husk (coir) that is naturally structured with millions of leach resistant micro-sponges that absorb moisture and trap odors, holding more than four times its weight in liquid. Coir draws moisture and odor away from the litter surface for even disbursement throughout, leaving it dry and comfortable for cats. Kitty’s Crumble has a natural earth-like texture to which cats are instinctively attracted.
Once used, Kitty’s Crumble (with solids removed) is a valuable resource with all the characteristics of a peat moss; it can be used as a soil conditioner to add water retention and air porosity to a garden, as a compost additive, or placed in a common green waste bin for municipal recycling. When disposed of conventionally, Kitty’s Crumble is biodegradable and beneficial to the local landfill unlike clay-based litters. The Kitty’s Crumble recyclable Smart-Bag™ is filled to the top with no wasted space, using up to 20 percent less packaging than other litters’ bags, which are partially filled similar to the consumer packaging of potato chips. Kitty’s Crumble is the least dense of any litter type, meaning there is more volume of Kitty’s Crumble for any given weight thereby reducing energy consumption for transport.
“Green continues to be an increasingly important factor in pet owners’ purchasing decisions,” said Gary Hoeflich, owner of Pet Supply with multiple locations in southern California. “We are expanding our selection of eco-friendly products to meet pet owner demand for this fast growing segment of our business.”
Smallest Carbon Pawprint
Green consumerism is moving beyond recycling and organic and entering a new phase with holistic
emphasis on sustainability and reduction of greenhouse gases over a product’s lifecycle, especially in light of multinational efforts to address global climate change. Carbon footprint is generally defined as the total greenhouse gases (GHG) caused directly or indirectly as part of the manufacture and use of a product over its lifecycle. Wood-based litters (e.g., pine, paper, pulp) involve deforestation, one of the most significant contributors of GHG. Grain-based litters (e.g., corn, wheat) involve agricultural crop production, another significant GHG contributor from fertilizer use, tilling, and deforestation to clear room for planting. Clay-based litters present a host of environmental problems including strip mining, GHG generation through use of heavy equipment and transport, the presence of the carcinogen crystalline silica, and a final product that is not biodegradable. Cat litter disposed of in landfills exceeds two million tons annually, according to the Waste Reduction and Management Institute.
In contrast, Kitty’s Crumble involves no cutting down trees, no mining the earth, and no crop production. Coconut husks are a renewable resource grown on long-standing plantations where trees sequester and store carbon from the atmosphere. Coconuts are grown without fertilizers, pesticides or herbicides and only require natural rainfall for water. Kitty’s Crumble manufacturing sites use energy efficient processes that are co-located by the coconut groves to reduce energy consumption for transport. Kitty’s Crumble is recyclable and does not have to consume landfill space; the US EPA estimates 2.97 tons of carbon emissions are saved for every ton of waste not placed in a landfill.
More Green for Your Green
A vast majority of consumers continue to demand green products although many have either switched to less expensive ones or cut back consumption due to the economic recession, according to the recent Green Revolution report by Grail Research, which also cites price as the continuing main deterrent to new consumer trial of green products. The study reveals growing consumer awareness and interest in products that contribute less greenhouse gases, an attribute ranked just behind recyclability when presented with a list of the common eco-friendly traits. On a volume-price comparison basis (amount of litter per dollar spent), Kitty’s Crumble is not only the price leader in the biodegradable category but it costs about the same, and in some cases less, as many of the leading clay-based brands. Kitty’s Crumble is offered in two sizes: 35 liter/14 lb (1.25 cubic feet) package that retails for $14.99 and will fill a typical litter box 12 times, and a 9 liter/4 lb (0.3 cubic feet) package that retails for $6.99 and will fill a typical litter box three times.
About
Kitty’s Crumble is offered in select North American pet stores and carried by distributors including Phillips Feed & Pet in the Eastern US, Animal Supply Company and Petfood Wholesale in the Western US, and Tack Pet Food and Burgham Sales in Canada. Stores that carry Kitty’s Crumble can be found at the company’s website and a product video premieres on YouTube. The North American introduction of
Kitty’s Crumble by Element 6 Products, LLC will include the manufacture and marketing of several coirbased litters for cats, reptiles, birds and small animals. Based in Mission Viejo, California and operating in a joint-venture with Galuku Pty Ltd in Australia, Element 6 Products also manufactures and markets coir-based lawn and garden products. Note: carbon is the sixth element in the periodic table of elements;
Media Contact:
Mike Emanuel
Element 6 Products, LLC
PO Box 2298
Mission Viejo, CA 92690
Reduce Your Cat Litter Carbon “Pawprint” Fact Sheet
Carbon footprint is generally defined as the total greenhouse gases (GHG) released into the environment directly (fossil fuel combustion) or indirectly over the lifecycle of a product, often expressed as tons of carbon emitted on an annual basis.
Litter Type Coconut Husk (Coir)
- Kitty’s CrumbleWood-based
(pine, paper, pulp)Grain-based
(corn, wheat, alfalfa)Clay- and Silicabased
Coconuts
Trees
Agricultural crops
Minerals
Generation
Process
They are grown without fertilizer, pesticides or herbicides
Centuries-old coconut groves only require natural rainfall
Coconut trees sequester GHG
Deforestation is significant GHG contributor
combustion heavy equipment
Fertilizers, pesticides, herbicides are
significant GHG contributors
Tilling releases carbon stored by soil
Deforestation to create space for crops
combustion
heavy equipment
Soil disturbance
releases carbon
Disposal/
Recycle
Kitty’s Crumble has the physical characteristics of peat moss (water-retention, air porosity, balanced pH) and is ideally recycled (with solids removed) as a soil conditioner in a garden (or placed in compost or green waste bin for municipal recycling)
Kitty’s Crumble is cationic (positively charged ions) and binds to nutrients passing through the soil medium (same process that traps odors from cat urine)
Coir widely used in horticultural applications
Physical properties
not ideally suited for mulch, soil
amendment, or other use
Mostly disposed of in landfills
Physical properties not ideally suited for mulch, soil amendment or other use; food product susceptible to bacterial growth; often found appetizing by other pets, such as dogs
Mostly disposed of in landfills
litters are not
biodegradable
Disposed of in
landfills
Kitty’s Crumble Manufacturing & Distribution
Kitty’s Crumble is manufactured in close proximity to coconut groves, reducing consumption of energy for transport of raw materials.
While all litters involve the consumption of energy in the manufacturing process, Kitty’s Crumble’s manufacturing is relatively simple and uses energy
efficient machinery.
Kitty’s Crumble is imported by marine vessel to select North American cities, which reduces transport distances for subsequent distribution to pet stores. Transport by truck produces more than ten times GHG emissions from marine vessel.
Benefits of Innovative Eco-Pet Litter Add Up for Retailers and the Environment
Eco-Friendly, Small Carbon “Pawprint”
Kitty's Crumble is an innovative pet litter made from coir – a renewable resource – no trees need to be cut down, nor are any pulping or mining processes required to produce it. Compared with other forms of pet litter, the carbon footprint is comparatively minuscule.
Packaged in recyclable Smart-Bags™ Kitty's Crumble with no empty (wasted) space within the bag. Compared with other pet litters this means up to 25% more product in the same comparable bag size.
After use, the litter (with waste solids removed) can be used as a garden soil conditioner or lawn dressing. It can also be used in compost bins to reduce odour, speed up composting and enrich the compost.Millions of Brilliant Little Micro Sponges
Made from uniquely processed grains of coir, Kitty’s Crumble was developed as a product that would eliminate odour in a way that could satisfy the needs of both the cat owner and most importantly smell sensitive cats.
Uniform in texture, coir is a completely homogenous material composed of millions of capillary micro-sponges that absorb and trap both moisture and odour deep within the structure.A Safe, Natural, Earth-like Environment Pets Prefer
Kitty's Crumble contains no chemicals, pesticides, silica dust, fragrances or anything that could be harmful. With an earthy color and texture, Kitty's Crumble provides a safe, natural, earth-like environment for pets.
New Kitty’s Crumble helps to minimise environmental impact, while you maximise profits.
Freecall 1800 461 816 begin_of_the_skype_highlighting 1800 461 816 end_of_the_skype_highlighting to talk with the helpful support team, or visit the website www.kittyscrumble.com
Kitty's Crumble pet litter has been designed through extensive research to provide both consumers and resellers with a high performing value for money product that has minimal impact on our environment.
Kitty’s Crumble has developed a pricing structure with excellent margins to distributors and resellers, alongside tailored promotional plans to assist with in-store merchandising material and offers.